Five PPC copywriting best practices for winning text ads

Five PPC copywriting best practices for winning text ads

Would you like to know how to write great PPC ads? While there is no one formula for writing an effective PPC ad, there are a number of proven best practices you can apply to make your PPC ads stand out. Apply the following tips to the next set of text ads you write and you’ll get amazing results.


What is copywriting


Copywriting is the process of developing persuasive advertising materials that entice customers to take action, such as purchasing, clicking on a link, giving to a cause, or booking a consultation. Our copywriters and content specialists at TMI understand the science of generating effective copy that connects with our clients.


Use emotive language

PPC text ads that are badly written are boring and unmemorable. To avoid writing boring ads you should put more thought into the words you make use of in your PPC ad. A great text ad should make the person reading it feel something. And if you know the needs of your target market, this should be easy to do. Focus on the main problem or want that pulls buyers to you, and brainstorm some ideas to play up the emotion contained in that problem or desire. Some positive emotions you can make use of to get the results you want include relief, hopefulness and the feeling of being admired by others. Negative feelings can actually also be a good stimulus, such as FOMO (the fear of missing out).


Include numbers


Statistics and figures easily get people’s attention, so adding a few numbers is a good way to draw more people to your ads. One way to do this is by adding your product’s price or by advertising a sale. Try to use exact numbers instead of round numbers because people are prone to rely on exact numbers more. Featuring a numerical statistic about your business, such as the number of years you’ve been servicing customers is also a good idea.


Maximise your space


You should try and maximise your ad’s power by using all the space you have available for text. Google Ads now gives you three 30-character headlines and two 90-character descriptions. Also, don’t forget about your display URL and ad extensions. The purpose of your display URL is to show searchers what kind of page they’ve landed on, so it’s wise to create a custom URL that includes your keywords. While you shouldn’t rely on Ad extensions to carry your message, they can be another effective way to get seen in search results.




Highlight what makes you stand out


Making yourself stand out from competitors makes your ad more attractive. You don’t have enough space to pitch all of your unique selling propositions to the people you want to reach, so you should try and break it down into a powerful focus area that will make your audience want to find out more. Ask yourself what’s unique about your business in the industry? Or maybe you have won some great awards that you can brag about? Emphasise what makes you stand out.


Include strong, creative calls to action


Instead of using worn-out cliches such as “Call now” for your calls to action, think of something that can captivate your audience a little bit more. Since you know what they are in search of or need, you can rather emphasise that in your call to action. Starting your call to action with a powerful verb such as “Save,” “Get,” or “Join,” is more effective.


Writing successful text ads requires patience, practice and testing. Incorporate these five best practices in the next batch of ads you have to write, and you might be surprised at the positive responses you get from your audience.




Google Search Ads Formats: A Complete Guide

Google Search Ads Formats: A Complete Guide

Google Search Ads Formats: A Complete Guide


With Pay Per Click (PPC) ad formats changing frequently, and so many to choose from, it can be difficult to keep up with every ad format available across Google Adwords. To ensure you don’t get confused, here’s a guide to six Google search ads formats you need to master.


Text Ads


There would be no PPC without the good old text ads. These are the ads with two headlines and one 90-character description. At times the ads are displayed with a third headline, which is usually the URL itself and ad extensions below. Google and Bing both moved away from the old version of standard text ads. Text ads are now bigger with a more varied alignment of extensions unlike what we saw in years past.


Responsive Text Ads


Responsive text ads have the same appearance as standard text ads, however, they allow you to enter multiple headlines and descriptions. By automatically testing different combinations, Google decides which headlines and descriptions to display when a search is made. By optimising the content in your ad to closely match the search terms your potential customers use, responsive text ads can improve the performance of your campaign. They also make it possible for you to compete in more auctions as they attract more clicks and conversions.


Local Service Ads


Local Service Ads were only recently introduced and are only available for garage door services, electricians, plumbers and locksmiths. It is however expected that many more household services will be able to advertise using this ad format over the next year. This type of ad allows you to advertise your business on Google where you can receive leads directly from potential customers. Among the benefits of local service ads, is that your ad appears at the top of Google’s search results page and you are only charged for leads related to your business and your services.


App Download Ads


Through App Download Ads you can display your app to tablet or mobile users. These types of ads can be showcased in a number of places including on Google Play, YouTube, AdMob, the Google Display Network and several other publishers who host app ads. You simply need to add a few lines of text and everything else is optimised to help your audience find you. 


Call-Only Ads


The purpose of call-only ads is to encourage potential customers to call your business, and thus these types of ads can only be displayed on devices that can make phone calls. When someone clicks on your ad, they are able to call you from their device. 


Dynamic Remarketing Ads


Through dynamic remarketing, you can display ads to people who have visited your website before or used your mobile app. With messages personalised for your audience, you can use dynamic remarketing ads to build leads and sales by drawing previous visitors back to your site to complete an activity. There are a few other ad formats which we did not cover in this guide, such as TrueView Discovery Ads, which are a video-driven version of Responsive Display Ads, and Bumper Ads which are only six seconds long but receive high engagement and view rates. These, however, are the basic Google search ads formats to be familiar with.