<iframe src="//www.googletagmanager.com/ns.html?id=GTM-PD29XS" height="0" width="0" style="display:none;visibility:hidden">

The Daily Stream

Advertising News for the New Media

Subscribe! Subscribe to our blog and get daily digital marketing insights right in your inbox!

How to Write Powerful, Successful and Intriguing PPC Ad Copy

April 26, 2013 // By: Stream Companies

Your PPC ad copy is the first impression that your business will make to a potential client.


PPC could be the missing piece in your advertising strategy.


Your AdWords ad will either draw that customer in to make that initial click, or have them pass on by without another thought of what your business can offer them.

Even if your company will provide the searcher with the best prices and service, they may never know it unless you lead them in with that initial click on your pay per click ad.

There are many ways to tell your story in only 95 characters, but the only way to do it well is to be creative, original, and think outside the box.

Include Promotions or Deals in Your Ads:  Draw that customer in with SAVINGS.  This is one of the best ways to bring in a potential customer.  People use the internet to shop for two main reasons: savings and convenience.  Keep those two qualities in mind when you are writing your ad copy. What is going to make your business stand out amongst your competitors?  However, remember to be creditable when you are running promotions.  If the offer expires, pause the ad, don’t lead the customer on.

Be Specific to What the Searcher is Looking For:  This goes back to account structure, you want to make sure your account is set up so you can write as specific and relevant ad copy as possible.  You want customers to find what they are searching for quickly and easily.  So write ad copy that includes the product name they are searching for and send them to the best possible landing page so they can make the purchase effortlessly.

Use A/B Ad Copy Testing: No one knows exactly what ad is going to work the best.  Sometimes ads surprise you and perform better or worse than you expected.  So the moral of the story is always test out more than one ad, and continue this process as you maintain your AdWords account.  In PPC, we are always testing new keywords and ad copy to find the combination that will have the best return on investment.

Make Use of All Ad Extensions:  With the beginning of enhanced campaigns it is important that all marketers are up to date on the changes that are coming along with ad extensions.  Ad extensions are not just sitelinks, although those are great additions to include in your ads.  There are also social, location, product, call, and offer extensions that you can test to make your ads as relevant and powerful as possible.

Use Colorful and Incentive Based Language:  If you want someone to notice your ad than grab their attention with creative ad copy.  Use punctuation (!, ?,  -), ask the searcher a question, and use language in a thoughtful and decisive manner.

Remember the most successful ads will have higher click through rates.

These higher CTRs will in turn give your overall account a better quality score and over time, naturally reduce your cost per click while improving your ad position.

All the best,

Megan Thorne,
Sr. PPC Specialist
Stream Companies


Topics: adwords, Click-through-rate, CTR, digital advertising, google, paid search, Pay-Per-Click, ppc