7 Mistakes That Kill Your PPC Ad Copy

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After years of writing PPC ad copy for campaigns, I’ve made a lot of mistakes and learned a lot along the way. Here are 7 common mistakes you should avoid when writing your PPC ads.


  1. Selling the product, not your company—If somebody is searching for “blue widgets” they are already mostly sold on the idea of blue widgets. Your ad doesn’t need to sell them on blue widgets. It needs to sell them on buying blue widgets from your company, not one of your competitors. That means your ad should be focused on selling and differentiating your company, not on trying to sell a product that the searcher already knows he wants.
  2. Choosing to be clever rather than clear—You only have 95 characters to work with. Delivering a clear, powerful message in that tiny space is challenging. If you try too hard to be clever, you’re going to sacrifice the clarity of your message, and you’ll see your CTR decline.
  3. Playing it safe—Too many times, advertisers just look at what the competition is doing with their PPC ads and mimic it. The result? Their ads become indistinguishable from their competitors, giving searchers no good reason to click on them.
  4. Not having a call to action—It’s Advertising 101. An effective ad always contains a call to action. If you aren’t motivating searchers to take action, they’re not going to click on your ad. That’s all there is to it.
  5. Ignoring the season—Seasonal PPC ads work. They just do. Adding a seasonal offer to your ad copy is a proven way to get more click-throughs and ultimately more conversions. It makes your ad more relevant, helping it stand out from the rest.
  6. Not matching your ad copy to the landing page—Your ad copy and landing page should go together like PB&J. Whatever your ad message is should be the focus of your landing page. If there’s a disconnect between the ad text and the landing page copy, you’ll see your conversion rate drop.
  7. Wasting words—Between the headline and the ad text, you have 95 characters to work with. Not only does every word count, every letter counts. You can’t afford to waste a single character. That means no fluff and no wordy, industry jargon. You have to make the most of your limited real estate. Your ad should separate your company from the competition and have a call to action.


What are some other common PPC ad copywriting mistakes? Share your thoughts by leaving a comment.

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