How to Write PPC Ads – A Step-By-Step Guide

There’s no trick to learning how to write PPC ads. It’s all about arranging your top keywords in the most attention-grabbing way possible. If you’re new to the game, follow these 8 quick steps for writing better PPC ads, which can net same-day results and success for your pay per click campaign.

  1. Know your audience. “Discount engagement rings” will obviously appear more than “Diamond rings” if cost-conscious fiances are a large part of your business.
  2. Use call-to-action phrases. People who don’t know how to write PPC ads forget the hallmark of PPC: Promotions. “Save 20%,” “Buy 2, get 1 Free,” “Cheap,” “Free Shipping” will always lure more interest than a generic “need services?
  3. Link to a special landing page. If you lead a horse to water, getting them to drink (conversion) is absolutely essential. Create special pages that give away free advice or items in exchange for registration (known as a squeeze page)
  4. Reduce duplication. Does the search engine index keywords in the URL? You bet it does. So, you can draw from other keywords on your list.
  5. Localize. Especially important if you’re in the services industry and your product is your trade. Always include city, and neighborhood and street (space permitting).
  6. Avoid banned words. These include words such as “Botox,” which no advertisers can use for legal reasons pertaining to its alleged misuse. Instead, opt for synonyms, i.e., “cosmetic injections.”
  7. Highlight the benefits. Consider your product’s “so what” factor and highlight the ways it will make someone’s life easier or give them warm fuzzies.
  8. Avoid ALL CAPS and slang words. Google, Bing and Yahoo no like. Avoid, avoid, avoid.

Here’s some examples. Let’s start with a poorly written pay-per-click ad.

Jones Bakery & Co.

Delicious baked goods

Danishes, Muffins, sandwiches, good coffee

Not great, not terrible. The problem here is generality. This ad will never see the light of day if you consider the 100,000-plus bakeries nationwide that also advertise online. Also, check out the duplication. Jones Bakery appears twice. Also, it’s best to avoid superlatives, that is unless “Delicious” is part of a brand name (as if anyone would be looking for a “distasteful” bakery).

Here’s an example of a good PPC ad:

Gourmet coffee & breakfast

Buy pastry, get 1 Free coffee

Bagels, croissants baked fresh

This ad is flush with specific keywords, which gives it a better chance of getting found. It also stands a better chance of higher click through rates CTRs from its call-to-action, benefits (baked fresh), and localized landing page for people living in Plano, Texas.

As you can see, there’s no secret on how to write better PPC ads. All it takes is knowing basic PPC guidelines, being aware of your customer base, and writing their interest.

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