Writing PPC Ad Copy That Delivers: 6 Best Practices

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Synopsis — There are many aspects to constructing a successful pay-per-click advertising campaign. Key parts include researching and choosing keywords, setting up your campaign correctly, deciding whether to try the content network, targeting geographic regions and time zones. But one aspect that marketers sometimes fail to place enough time and emphasis on is the constructing of their ad.

With only a limited number of lines and characters, and many rules about what can and cannot be said, format restrictions, and other parameters, the composition of the copy for PPC ads is a more complex matter than many realize. And within that complexity, there is a lot of room for variety and also maneuverability.

In “Writing PPC Ad Copy That Delivers: 6 Best Practices,” David Rodnitzky writes about the following parameters one should consider when putting together the content of your PPC ads:

1.  Test, test, test
2.  Victory is not determined by clickthrough rate alone
3.  Ad copy must not exist in a vacuum
4.  Make the most of bold and geotargeting
5.  Always have a strong call to action
6.  Use basic human emotions

Each item is accompanied by actual samples of PPC ads illustrating the practice to help the reader see the theory in action. And, BTW, what are those basic human emotions that can work in your favor with PPC? They are fear, greed, vanity, and exclusivity.

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