How to write a great PPC ad

With millions of businesses trying to reach and engage with consumers through paid search (typically Google Ads), being able to create an outstanding PPC ad that stands out and brings desired results is crucial.

In this article, we’ll delve into the intricacies of great PPC ads, exploring their anatomy and features that drive clicks and conversions.

By the end, you’ll have a solid understanding of how to craft impactful PPC ads that move the needle.

What is Quality Score and why is it important?

The Google Ads quality score is a crucial rating system that Google uses to assess the quality and relevance of your keywords and PPC ads.

Quality Score is also used in determining your cost per click (CPC) and it is multiplied by your maximum bid to form your ad rank during the ad auction process.

The importance of Quality Score lies primarily in three main factors: Click-through-rate (CTR), ad relevance, and landing page experience.

Click-Through-Rate, or CTR, is a measure of how often people who see your ad end up clicking it, and is one of the most critical components of your Quality Score.

Google determines the expected CTR by considering factors like the query’s intent and your historical CTR data. A higher CTR indicates that users find your ad relevant and enticing, which will then improve your Quality Score.

Ad relevancy, on the other hand, analyzes how closely your ad matches the search query and its intent. Having a high ad relevance means that your ad does a good job of aligning with what users are looking for, and signals to Google’s algorithms that your ad is appropriate for your chosen keywords. High relevance can, therefore, contribute to a better Quality Score.

In essence, maintaining a high CTR and ensuring ad relevancy not only keeps your ads effective but also optimizes them for better placement and lower costs via Google’s Quality Score metric.

The Anatomy of a Successful PPC Ad

The success of a PPC ad depends on several factors, with three principal components making up the ad: the headline, the display URL, and the description text.

Here’s a detailed look at each component and how to optimize them effectively:

The Headline of a PPC Ad

The first thing readers see when they encounter your ad is the headline. In just a few words, your headline should be able to capture attention, create intrigue, and convey the crux of your offering. A strong headline is essential for encouraging readers to engage with your ad. Here are some tips to create powerful headlines:

1. Focus on keywords: Incorporating relevant keywords into your headline will increase the ad’s prominence in search results, thereby enhancing its visibility. Moreover, it assures the user that they’re clicking on an ad pertinent to their search or interests.
2. Be clear and concise: Users have a limited attention span, so it’s crucial to convey your message succinctly. A clear headline ensures users know what to expect from your ad.
3. Evoke emotion: A headline that evokes emotion or curiosity will encourage users to click through your ad. Don’t be afraid to inject personality or enthusiasm into your headline within the context of your business and target audience.

Example: Reduce Your Energy Bill by 30% Today – This headline appeals to users by addressing a clear benefit (saving on energy bills) and providing a specific outcome (30% savings).

The Display URL of a PPC Ad

The display URL is the shortened version of the actual destination URL that users click on when visiting your website through the ad. The display URL doesn’t have to be identical to the actual landing page, but it should be relevant and authentic. Here’s why display URLs are important:

1. Relevance: A display URL showcasing relevant keywords solidifies the impression of a user that the ad is linked to what they’re searching for.
2. Authenticity: Unclear or suspicious-looking URLs may deter users from clicking your ad. Displaying a legitimate-looking URL, preferably with your brand name, fosters credibility and trust.

Example: www.examplebrand.com/SaveOnEnergy – This display URL is relevant to the ad’s headline and conveys the brand’s authenticity by including its name.

The Description Text of a PPC Ad

The description text plays a vital role in providing more information about your offering and convincing users to click through. Follow these guidelines for engaging ad copy:

1. Expand on the headline: Elaborate on your headline’s premise, offering more information and creating a compelling argument for users to click on your ad.
2. Keep it concise: Users skim ads quickly, so focus on providing pertinent information while keeping your description reasonably brief.
3. Highlight value: Explain how your product or service benefits users, focusing on the solution it provides or the value it offers.
4. Include a call to action (CTA): A strong CTA encourages users to take the desired action, like visiting your website, signing up, or purchasing a product.

Example: Save on your energy bills by switching to our proven energy-efficient solutions. Thousands of homeowners are already enjoying the benefits—join them now! Get a free consultation. – This description expands on the headline, highlights the value proposition, and features a call to action.

How to Get Your Ad Clicked

Effective headlines, display URLs, and description texts go a long way in convincing users to click on your ad. However, don’t underestimate the power of additional techniques and elements that can tip the scales in your favor:

1. Visual elements: High-quality visuals – whether static images or interactive media – play a huge part in capturing attention and improving the user experience.
2. Relevance to the audience: Your PPC ad’s messaging, imagery, and offerings should be tailored to the preferences and pain points of your target audience.
3. Value addition: Make it clear that clicking on your ad will bring value to the user, whether by solving a problem, offering information, or providing an exclusive deal.
4. Utilize ad extensions: Ad extensions, such as sitelinks, call extensions, or review extensions, provide additional avenues for user engagement and can improve your ad’s performance.

Measuring PPC Ad Performance

An essential part of crafting great PPC ads is evaluating their performance so you can make informed decisions on future ads. Here are some key metrics to track:

1. Click-through rate (CTR): Calculated by dividing the total amount of clicks by the total number of impressions, CTR gives you an idea of how effectively your ad is driving action.
2. Quality score: A metric determined by Google, the quality score is based on factors like ad relevance, landing page quality, and CTR. Higher-quality scores often lead to lower costs and better placements.
3. Conversion rate: Tracking how many users complete a desired action (e.g., purchase, sign-up) after clicking your ad can help you gauge which ads are leading to desired outcomes.

Utilize analytics platforms like Google Ads and Google Analytics to monitor these metrics. Leverage data insights to refine your ad campaigns for better results.

Final thoughts

Understanding and optimizing every component of your PPC ad and catering to your target audience are essential for success. By focusing on the tips and strategies mentioned above, you’ll be well on your way to crafting impactful PPC ads that yield impressive results.

We hope this guide has been helpful in your quest to create great PPC ads. If you have any questions, feel free to comment below. Also, we encourage you to share your experiences or any additional PPC tips you might have.