The Dos and Don’ts of Writing a PPC Ad

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Writing pay per click ads isn’t as simple as you might think. If you want to get targeted clicks that have the highest chance of converting, you have to craft powerful, eye-catching ads that your target audience can’t help but want to click.

Remember, mistakes in writing your ads will result in fewer clicks and possibly lower-quality clicks as well. The latter is especially problematic as it will cost you money as you throw it away on clicks that don’t bring business.

That’s why I’ve come up with this basic guide of dos and don’ts for writing PPC ads. After you’ve read my tips, leave your own by commenting below.


  • Do include the keyword you’re targeting—Make sure you include the keyword you’re targeting in the ad’s headline and body. This is important for a couple of reasons. First, it reassures the searcher that your ad is relevant to their query. In other words, it tells them that your page will give them the information they’re looking for. The other reason to do this is that Google will bold the keywords in your ad. This makes your ad really stand out, increasing the odds that it will get noticed and clicked.
  • Don’t use keyword-only headlines—While you do want to include your keyword in the headline, that shouldn’t be all your headline is comprised of. Your headline needs to have a strong hook. It needs to be benefit-driven, and it should be interesting enough that someone feels compelled to read the ad and click the link. Be creative. Be clear. Be compelling.
  • Do focus on a benefit—Your ad needs to be benefit-driven. It should speak to your customer’s needs and wants. It should address a pain point. Your ad shouldn’t be all about you. It should be about your customer, and it should present your product or service as a solution to their problem.
  • Don’t try to do too much in a single ad—PPC ads are pretty small. You have your headline and a couple of short lines of supporting copy. In other words, you don’t have room to do too much. You should only focus on a single benefit, problem, product, or service in your ad. If you try to do too much in a single ad, you’ll end up with a confusing mess that doesn’t attract any clicks.
  • Do include a call to action—Like any other type of ad, to get the best results you should include a call to action. Whether that action is to click the link to take advantage of a special offer, call your company now (I like including phone numbers in my PPC ads so visitors can take action directly from the search results page), or request a free consultation is up to you. Just make sure your ad gets the visitor to take some sort of measurable, valuable action.
  • Don’t stop testing ad variations—You should always be testing different ad variations and completely new ads to see which changes get the most clicks and conversions. It sounds crazy, but sometimes, changing a single word in your ad copy can take your ad from ineffective to immensely profitable. Never stop tweaking, testing, and tracking.


What are your best tips for writing a PPC ad? Share them by leaving a comment below.



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