Creating effective pay-per-click (PPC) ads requires understanding the basics of PPC ad copywriting.
You need to acknowledge key elements like headlines, descriptions, and calls to action. You need to understand your audience and what they need. Add these elements, alongside a good keyword research strategy and you’re on the way to creating a successful PPC ad.
Why do we create ads in the first place? Usually, we’ve got an action we’d like people to perform after viewing the ad. Whether that’s making a purchase, phoning a company, sending in an enquiry form, you need to create ads that really speak to your audience – encouraging clicks.
As a PPC Agency in Leeds, we’ve worked with several sectors and companies to create successful campaigns, and we’ve picked up the best practices for Google Ads PPC. These simple tips can be the difference between a scroll and a potential customer.
Good PPC ad copy can make a big difference, turning views into clicks that count.
In this post we will take a closer look at Google Ads and understand the basics so you know which ad campaign is right for your businesses.
Table of Contents:
- Key Elements for a Successful PPC Ad
- Understanding Your Target Audience
- Best Practices for Each Ad Type
- How can we help?
Key Elements for a Successful PPC Ad
Creating a successful PPC ad requires careful consideration of several key elements. Here’s a breakdown of what you need to focus on:
- Headline
Your headline is the first thing users see, so it must grab their attention immediately. A strong headline is clear, concise, and directly relevant to what users are searching for. - Description
This section provides additional information about your product or service. It should be persuasive, emphasising the main benefits and unique features that differentiate your offering from competitors. - Call-to-Action (CTA)
A compelling CTA encourages users to take specific actions, such as clicking on the ad, making a purchase, or subscribing to updates. Common CTAs include phrases like “Buy Now,” “Learn More,” or “Get Started.”
To create effective PPC ads, mastering these key components is crucial. The headline grabs attention, the description explains your offering’s value, and a strong call-to-action incentivises customers to take the next steps.
By implementing these elements, your PPC ads on Google should encourage clicks that drive business growth.
Understanding Your Target Audience
When developing PPC ad campaigns, understanding your target audience is essential. This involves identifying their needs, preferences, and pain points so that your ad copy can effectively resonate with them. Conducting thorough keyword research plays a pivotal role in this process; it helps you pinpoint the exact terms and phrases your potential customers are using.
After researching phrases your customers are using, you can further understand the language you’ll need to use in your ad copy to resonate with them. PPC advertising encompasses various ad formats, each demanding a tailored strategy. The primary types include search ads, display ads, and performance max ads.
- Search Ads
These text-based ads appear prominently on search engine results pages (SERPs) when users search for specific keywords. To create engaging search ads, incorporate relevant keywords into your headline and description, ensuring your CTA is compelling and clear. - Display Ads
These visually-oriented ads are showcased across websites within the Google Display Network. They can feature images, videos, or rich media formats. For effective display ads, leverage attention-grabbing visuals coupled with concise messaging. It’s essential to ensure your visuals are high-quality and directly resonate with your target audience. - Performance Max Ads
This is a different approach to take especially if you’re using Google ad campaigns for ecommerce websites. This allows ecommerce businesses to access all of Google’s ad inventory in one campaign, this includes YouTube, display, search, shopping and more, making it an all-in-one solution for online retailers.
Best Practices for Each Ad Type
While each type of ad presents its unique characteristics, several best practices are universally effective:
- Relevance
It’s crucial that your ad copy aligns closely with the keywords and audience you’re targeting. Ensuring relevance minimises the risk of low click-through rates (CTR) and wasted ad spend. - Clarity
Communicate your message clearly and succinctly. Users should instantly grasp what you’re offering and how it benefits them. - A/B Testing
Experiment with different variations of your ads to identify the most effective combinations. This includes testing various headlines, descriptions, CTAs and visuals to optimise performance. - Ad Extensions
Utilise ad extensions to provide additional information and enhance your ad’s visibility. These extensions can include links to specific pages on your website, your contact information, or additional text highlighting special promotions.
Adhere to these best practices and you can ensure that your ads are engaging and optimised to achieve the best results possible.
Whether you’re new to PPC, or improving your skills, focusing on these basics will help you succeed.
By consistently using these strategies, your ads will reach the right people and encourage them to take action.
Make the most out of your advertising budget and achieve your goals!
How can we help?
Our PPC agency in Leeds helps you choose the best type of ad for your business to get great results. With our help, your company can achieve success quickly. Our team continuously reviews and improves ads to ensure they are effective and utilising the budget to its full potential. We use A/B testing to refine everything from the ad copy to landing pages and call-to-actions. This helps increase conversion rates and create more engaging interactions with your users.
Ready to open new possibilities?
Contact us to explore how our expertise in Google Ads PPC can help you grow your business.
