Five PPC copywriting best practices for winning text ads

Five PPC copywriting best practices for winning text ads

– 20 October 2022

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.

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.

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