The Ultimate Cheat Sheet on PPC Ad Copy

When people think about PPC, they often think about keywords first. But good ad copy is just as important to a successful PPC campaign. With only 90 characters to work with, writing good PPC ad copy is harder than you think.

What is the goal of each ad group?

Think about the goal of each ad group. Is it to sell products? Generate leads? What specifically are you offering and what do you want people to do when they get to the landing page? Your goal will help you craft ad copy that encourages users to do what you want them to do.
Read more: Ideas Are Not Strategy

Write the call to action first.

Few PPC pros write ads this way, but they should. Writing the call to action first forces you to craft ad copy around it. It also ensures enough space to say what you need to say! Some calls to action are long -“Download The White Paper Now,” for example – so you need to make sure you have enough space, or at least know you need to write a shorter call to action.
Read more: PPC Ad Copy Creation: Where To Start?

Research the competition.

You can use a tool like SEMrush or AdGooRoo, or you can just perform a few ad hoc searches on your keywords. Find out what your competitors are talking about and what they’re offering. If they all offer free shipping, you’ll need to think seriously about doing the same thing. Sometimes, researching the competition yields ideas on how to differentiate your business from all the others in the space. Are you the only company that allows purchases without a credit card? Say so! Do you ship faster than others? Put that in your ad copy.
Read more: 3 Sneaky Ways To Bid On Competitor Keywords

Determine your unique selling proposition (USP).

What’s unique about your company? Why should people buy from you? This is your unique selling proposition, the differentiator for your business. By the way, slogans such as “Just Do It” aren’t USPs. There’s a place for slogans, but not in ad copy. Save them for callout extensions and put a true USP in your ad copy.
Read more: Why PPC and SEO Engagements Fail

Include elements to encourage conversions.

In PPC, ad copy must do two things: stand out to encourage clicks, and make the offer clear to encourage conversions. Include elements such as numbers, keywords, and urgency statements (“Limited time offer!”) to encourage users not only to click, but to convert.
Read more: Pay-per-click: 5 Tips for Successful Ad Copy

Test, test, test.

Your job doesn’t end once you’ve written one ad. It’s just started. Write at least 3-4 ads for each ad group. You’re not going to put all 4 ads into market now, but you’ll need them for testing. Once one ad wins, pause the loser and rotate in another ad you’ve already written. One of the great things about PPC is the ability to test ad copy. Use it! Learn from it!
Read more: PPC Ad Copy Testing: 2015 Edition

The Ultimate PPC Ad Copy Cheat Sheet

PPC Ad Copy cheat sheet

Download the cheat sheet in Excel here: The Ultimate Cheat Sheet For PPC Ad Copy

What are your ultimate PPC ad copy writing tips? Share in the comments!

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