5 Simple tips to writing great PPC display ads

5 Basic tips to get you started writing great PPC display ads

You don’t need to be an expert copy writer or hold a marketing degree to be able to write display copy for paid search advertisements that will get prospects clicking.

Writing effective copy is simple and if you stick to the basic tips below, you will be able to put together ads that will yield a positive return in no time.

Let’s say, for the sake of this post, that your business sells accessories, such as handbags online. We’ll take a look at the simple tips below and see how to apply them practically to PPC ads.

1. Use your keywords in your headline.
This is a pretty basic tip, but you’d be surprised how many copy writing professionals seem to overlook it. If we were targeting searchers looking for “genuine” or “pure” leather handbags, we would want to include that as part of our headline text.

2.  Don’t waffle – include the most relevant information about your business first.
When writing your copy, remember to focus on user benefits. In addition to the standard descriptive text about quality and style, make your ad stand out from the competitors by telling buyers why they should choose your product instead of anyone else’s. What sets your offering apart? If you are the only online handbag retailer in your area to offer 24 hour delivery free of charge, put this information in the ad copy. 

3. Make sure you have a clear call to action.
Don’t leave your prospects guessing – make it clear what you want them to do, and, more importantly, why they should do it. Continuing with our online handbag retailer example, we should include an instruction telling potential customers to “View online catalogue now” or “Order online today.”

4.  Choose the most relevant landing page – or build a new one.
 Prospects don’t like to have to work to purchase your product or sign up for your services. Make it easy for them to find what they are looking for. If they searched for “genuine leather handbags”, don’t sent them to your homepage which lists all the other accessories you have for sale – point them straight to the handbags. And if you sell both genuine leather and imitation leather handbags, make sure you point them to the page for genuine leather handbags. 

5. Write more than one ad per ad group, and test the results.
Come up with a couple of variations on your ad copy and see which versions work best. With time you will learn which phrases or variations generate the best click through rate and will be able to put these learnings to use.
Now, let’s take a look at examples of the type of ads we could put together to test based on the tips we have just read:

Pure Leather Handbags
Imported brands. Next day delivery
View full range online. Order now.
StylishAccessories.com/leather_handbags

Genuine Leather Handbags
Real Italian quality. Free 24 hour
delivery. View online catalogue now
StylishAccessories.com/leather_handbags

Handbags – Pure Leather
Match style with quality. Free delivery
within 24 hours. Order online today
StylishAccessories.com/leather_handbags

According to Google, “ad text is a crucial distinguishing factor in luring a user to your website. Successful ads are clear, well-written, specific, and compelling.”

By sticking to the simple tips above, you will be well on your way to writing effective PPC ads and soon enjoy the return on your investment!

Happy writing – and to your prospects, happy Googling!