How to Create PPC Ad Content That Converts

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PPC ads are a crucial aspect of online advertising, with an average conversion rate of  2.35%.

An effective PPC copywriting can help capture more clicks and high traffic. After all, delivering relevant information to the audience in a few words is the best way to increase brand awareness, boost sales, and enjoy a competitive advantage.

However, to achieve this, you must learn the hacks that will compel your customers to click and explore what you have to offer. Today, we have listed some tried and true tips that will help you create effective ad copies for your next PPC campaign. Let’s dive in.

Here’s How to Write High-Converting PPC Ads

1. Serve User’s Objective

No one clicks an ad just for fun.

People click ads when they find them useful to solve their problems or to accomplish any objective. Therefore, to make the copywriting most effective, mirror the goal of the user in the ad copy.

While writing the content of an ad, think if it serves the user’s objective. Phrase your ad in a way that directly invokes the desire to click. Here is a simple format to follow.

Your first headline must include what the user wants to accomplish

The second headline must highlight the additional benefit

The description should highlight other information you want to communicate to the users.

Try this and see if you get better results. Keep in mind that whatever content you frame, prioritise writing a benefit-rich copy for the user.

2. Track PPC Data

It is vital to track your ad posts consistently to know what is converting well and what is not.

PPC provides you with enough data at your fingertips to make real-time changes. To do so, use tools such as Ubersuggest, SpyFu, Google Trends, or Adwords Grader Plus. These tools allow you to track and calculate your conversions and spending. You can then assess the ad performance and make adjustments in the next campaign.

3. Use Keywords at the Beginning

When copywriting PPC ads, remember to use keywords at the beginning of the title and body. The eyes of users are more likely to stop on the words they are searching for. Therefore, it can help you attract more eyeballs. Some search engines even bold the keywords in an ad, highlighting your ad. If you use keywords later in the sentence, you may lose the chance of attracting more potential customers.

4. Do Not Overlook Display URLs

It is crucial to create unique, keyword-rich display URLs. They can have a potential impact on the success rate of your PPC ad.

You can achieve two purposes with display URLs. One, you can make your ads more interesting and relevant. Two, you can include your top keywords into it. It is beneficial as if you include a keyword only in the display URL and not in the destination URL, the ad can still appear in the search results for that keyword.

5. Use Emotional Triggers

The most memorable ads are those which trigger either positive or negative emotions. It may include happiness, excitement, fear, hope, disgust, affirmation, or any other strong emotion to capture attention and inspire the desired action.

An ad copy that evokes an emotional response has a higher probability of encouraging users to take the desired actions. It is because people rely on their emotions when they make a purchase.

The goal of PPC ads is to generate leads and maximise conversions. Think outside of the box, write as if you are talking directly to the users, and be consistent with your efforts. This way, you will minimise the hurdles in your campaigning in no time.

If you need help with running a successful PPC campaign, reach out to Netplanet Digital. Our PPC team can assist you in improving the campaign results and ensure the growth of your business through our advanced copywriting and marketing strategies. Get in touch today to plan your next PPC campaign!

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