How to write professional PPC ads for successful ad campaigns


How to write professional PPC ads for successful ad campaigns?

Now it's our turn to talk about one of the most important aspects of PPC advertising, which is ad writing.

Google Ads campaign types

Writing PPC ads is a difficult task for every marketer or copywriter because you need to send a strong focused message in very limited words to get the customer to make the decision you want, and this is definitely not an easy job at all.

Now it's our turn to talk about one of the most important aspects of PPC advertising, which is ad writing.

Writing PPC ads is a difficult task for every marketer or copywriter because you need to send a strong focused message in very limited words to get the customer to make the decision you want, and this is definitely not an easy job at all.

During this article, we will address a number of basic topics in the world of writing PPC ads, and then we will provide you with tips and strategies that are a summary of my experience and the experience of dozens of experts who spoke about them in the sources I reviewed to write this article.

We'll start talking about the parts and composition of PPC ads, then move on to the practical steps of writing a PPC ad, and then start with the most important part of the article, which is our presentation of many tips and strategies that have proven effective over the years.

This article is mainly directed to e-marketing specialists and writing marketing ads, but it may be a bit detailed or technical for business owners or those who want to learn more about the mysteries of this industry, but there is no objection to reading it.

In this article, we will focus on PPC Text Ads or PPC Text Ads, because they are widely used and are the most popular on search engines.

PPC Ads Parts

According to the Google Ads Help Center, a PPC text ad is divided into 3 main parts:

  • Headline.
  • URL address.
  • Description Description.

These are the basic parts that we will talk about, but in fact, there are a number of classifications under each of these parts:

1. Final URL

This part is the link that you want the customer who will click on your ad to go to, and it is worth noting that it will not appear in the ad and will show the display URL instead.

2. Headline 1

The first headline, is the main headline that the reader collides with, and the main objective of it is to grab the reader's attention, so it is preferable to be consistent with the term that the customer used in the search, in addition to the message on the landing page.

3. Headline 2

The second heading is usually the position where we write the value or offer that we want to present to the customer, and experts recommend placing the Unique Selling Point in this position.

4. Headline 3

The third and final address is not mandatory and even there are those who do not use it, and it usually contains the brand name or additional information.

It is worth noting that Google allows you to add up to 15 titles to each ad.

5. Path

The path is part of the displayed URL ad, which differs from the final URL in that it is shown to the customer or to the person who sees the ad, and it is only required that he has the same domain, and the words next to the domain are the paths.


The paths are placed with the aim of showing the customer where he is going, just to give him an idea of ​​the purpose of the advertisement and the next step from it.

For example, if this link shown was www., the paths here are articles and Marketing.

6. First Description Description 1

The first description usually contains a few sentences that you need to talk about what you are advertising and put in the keywords, considering the status of your CTA or Call To Action.

7. Second Description Description 2

It is possible not to use the second description, but experts prefer it in order to answer potential client questions and put another CTA or Call To Action.

It is worth noting that Google allows you to add up to 4 descriptions for each ad.

Another thing about these parts is that they are very limited, there is a maximum set by Google for the letters that make up them, which is:

  • The first address is 30 characters long.
  • The second title is 30 characters long.
  • The third title is 30 characters long.
  • The first description is 90 characters.
  • The second description is 90 characters long.
  • Paths: Each path has a maximum of 15 characters.

Note: We discussed above the parts of the PPC ad on the Google Ads platform, specifically the type of ads that appear in search results (text ads).

But there are many PPC advertising platforms, in which the ad settings may differ slightly, for example, there may be the ability to place an image of the ad as in ads on social media platforms, or Google Display ads.

Steps to write PPC ads

As we used to in the winners' articles; We cover everything in our articles, so we have prepared several steps for writing PPC ads, these steps contain the stages that every copywriter must go through before they start writing ads, namely:

Step one: Spend some time getting to know your target audience

The first and perhaps the most important step is to get to know your customers or target audience, understand how they think and what their problems and pain points are, and get to know their online presence and activity.

This step is usually the difference between successful and unsuccessful advertising campaigns, and it also distinguishes between skilled and amateur e-marketers.

Also included in this process is knowing how the target audience thinks and what keywords they will use to target them with, and not only that but also knowing the keywords they will use in the different stages of their buying journey.

Some marketers prefer to create a buyer persona for a number of their target audience, in order to generate ideas and facilitate understanding their personality and character by specifying the number of information about them, such as:

  • The name.
  • Type.
  • its own age group.
  • Social and emotional state.
  • education.
  • Job and income.
  • Their online presence and potential marketing mean to target them.
  • their problems and goals.
  • The type, form, and nature of the content they are attracted to.
  • and other information.

And it will be very useful if you already have data on former clients of your business, or you have done online surveys for a different group of people, because through that valuable data you will be able to make this step more accurately, and after this step, you will be able to make some important decisions, as we shall see.

In general, you should remember that the customer is not interested in your product or your service, but rather is interested in the problem that this product or service will solve, so our focus in writing the advertisement is on the pain points or the problem much more than the product.

In addition to this, we have to identify the problems or concerns of customers and take the initiative to make them feel reassured about them while reading the advertisement, 

and these fears are usually one or more of:

  • Worry about the price and payment.
  • Confidence in the business and the product or service it provides.
  • Concern about ease of use and suitability of the product or service.
  • Beware of any time problem, which varies according to the product or service, it may be the speed of delivery, the time required to solve the problem, or others.
  • Communicate with the service provider or product, customer service, and after-sales services.

Recognizing the main concerns of your customers and answering their questions before they even ask them will have a significant impact on the success of your marketing campaigns.

Second Step: Find your business voice to use in advertising

Yes, words are very important in writing ads, especially if they are short and intense ads like PPC ads, but the most important of them is the character that those words leave in the soul and mind of the target customer, so before writing the words we must define the voice of the business Tone.

This voice or tone is what will affect the customer’s view of you, whether you want him to see you as an expert in your field, that you are his friend who you are trying to help, or that you were like him suffering from this problem until you found a solution to it, and other voices.

These voices will determine a lot in your advertising campaigns, so you must first know your customers in order to determine the appropriate voice with them, which will achieve the greatest possible gains for you.

Grammarly English language proofreading tool has developed a new feature that allows detecting the tuning of your words, which is a very powerful and important feature for marketing experts,

Step Three: Learn more about your competitors and identify your USP

Now the moment has come in which you will exchange roles with your customer, as you must now assume the role of the customer, and try to find solutions to his problem by looking for different possibilities and products that solve his problem.

In this step, you will know the nature of the competitors and the solutions they offer, and by comparing them with you, you will determine the unique selling points (USPs) of each one of them as well as the flaws in each of their solutions.

After this step, you will return to being the online marketer, and search for the best unique selling point for your business or product so that you can compete with the rest of the competitors, overcome them and take customers from them.

As Neil Patel said in one of his articles: You have to accept that your business is not for everyone, so you have to find the customers that your product fits, and win them over to you over the competition using your USP.

And do not worry, you do not have to be superior in everything to your competitors, but rather you have to excel in only one point, such as price, quality, after-sales services, customer services, …. etc.

We'll focus on using what we learned in this step as we write the PPC ad.

Step 4: Write the ad text and use some psychological tricks

Now it's the moment you've been waiting for. Now you have to write the first text of your ad, using all the findings and information from the previous three steps:

  • Your understanding of the character and nature of the client.
  • Identify his needs, problem, or pain point.
  • Recognize his concerns and the questions he is likely to ask.
  • Your Unique Selling Point USP or Unique Selling Point.

But now you have to try to add some additional psychological tricks in order to influence it, and the most famous of these psychological tricks are:

a) Social Proof

This small addition has very great effectiveness, you may be able to achieve fantastic results for your business, through which you will be able to make the customer trust you and rest assured of what you offer him.

You can implement them in your PPC campaigns, by mentioning the number of your customers, the percentage of your customers who are satisfied with your product or service, or by customers' frequency to use that product or service or any other way you see fit for your business.

b) Scarcity or FOMO

By using temporary offers and discounts, you will be able to motivate your target audience to buy from you sooner rather than later, and this trick is used by both large and small brands, one of the most successful examples of which is the Black Friday offers.

Step 5: Re-evaluate and edit your text until you reach the final image

Of course, you won't get to the perfect ad text the first time around, and in fact, you'll never get to an ad you're completely satisfied with, but unfortunately, that's part of the job and you have to accept it.

It's normal to rewrite the text several times before you feel it fits, don't worry it's totally normal, and all experts do this.

The padding is usually omitted in this step, PPC ads have a limited number of words, so words or phrases that don't add value to the ad are not important at all.

At the end of this step, make sure that every word has a purpose and an impact on a text. If it is deleted, there will be something missing in your ad, and remember that the most important wisdom in this step is: “The best of speech is what is said and indicated.”

Step Six: Trace... Analyze...then improve

Do not think that your task is over yet, you still have to track your advertising campaigns and analyze your data, to know the success or failure of your ads, with the aim of improving them and reaching the best possible results.

It is best to do A/B testing of your ads in order to identify the ads that have the best response and results with your customers and then learn from them. Among the most important elements that marketers test in PPC ads:

  • Headlines.
  • Point of View client talk style.
  • Article composition.
  • CTA clause.

PPC Ad Writing Tips and Strategies

In this part of the article I will talk about the tips and strategies of PPC ad writing experts, which are known to be effective and have magical results, namely:

1. Always remember that the customer loses interest quickly

Customers usually spend less than 3 and a half seconds checking out the first five results on a search page, imagine that you're supposed to grab their attention and get them to read your ad in such a short period of time.

It is a very difficult task, so you have to focus well on the title of your ad and make it unique and attractive, and try as much as possible to use the keywords that the customer searched for.

You also have to keep in mind that every letter you type counts, so you need to make your ad contain as few words as possible.

2. Keep your promises

When you promise something to the customer in your ad, you have to keep that promise or you will lose the customer later and earn your business a bad reputation for cheating or defrauding its customers, reducing its profits and potentially destroying it completely.

Unfortunately, some marketers write phrases, such as free shipping on your purchases, and then buyers are surprised that their purchases must exceed a certain amount of money in order to get this free shipping, which makes them very upset.

So try as much as possible to be able to implement everything you say in your ads, and instill confidence in the customer in terms of the business and the product, because this is what makes the customer loyal to the brand.

3. Beware of spelling and grammatical errors

This advice can be a little strange, as the online marketer or copywriter should always check for accuracy in grammar and spelling, and this attention should be doubled in the case of dealing with short and focused ads such as PPC ads.

The error is crystal clear in these ads, and the customer may feel mistrust or fear of advertising, which may negatively affect business and profits, so experts advise that you review and check your ads and have someone else do the review behind you.

The importance of punctuation is also doubled in PPC ads, as a comma or missing period may change the meaning of the advertisement completely, and create a different marketing message than the one you want the customer to capture.

4. Write what the reader wants to hear

Everyone likes the world to be self-centered, and some marketers and salespeople know this, and they use it a lot in order to double their sales and profits.

You can use this trick in PPC ads, by writing sentences such as:

  • Because you deserve the best...
  • The work is very hard and so you need to reward yourself with……
  • You deserve to rest and so I present to you…….
  • Think about...because the best is always the best.

5. Make your PPC ad irresistible

If you've made your PPC irresistible, you've come a long way in making money, and although it's not that easy and there are no clear rules for how to do it every time, many marketers have done it time and time again by:

  • Put a CTA in the title of ads or in the description.
  • Answer customer questions and objections in advertising.
  • Use capital letters to get the customer's attention.
  • You can also customize your ads according to the device used, in case the behavior of the target customer changes on different devices such as computers and mobile phones.

6. Use strong words

What I mean here by using strong words in PPC ads is not to use difficult or complex words... on the contrary, to use simple words, but to have a strong emotional impact.

Try to use words and expressions that describe your target customer's deepest desires and dreams. By using this method, you will subconsciously push them to make a purchase from you.

7. Using well-known sayings and proverbs

The topic may seem a little strange, but using well-known phrases, whether they are from movies, series, or related to a current trend, helps to make your advertising campaign successful. If you have the opportunity to include something like this in your ads, do not think twice.

8. Use the numbers

Numbers have a magical effect in the world of e-marketing, whether you are writing an advertisement or an article, numbers make the customer trust you and anticipate what he will gain from reading your article, dealing with you, or buying your product.

The importance of numbers in PPC advertisements is double, because of the limits that limit the allowed characters, numbers are always a helping factor in enriching the advertisement and convincing the customer.

There are different types of numbers that you can use in your advertisement, but keep in mind that despite the similarity of numbers and their great impact in advertisements, not all of them are the same.

You can add to your ad your years of experience in the field or the number of your clients, and these numbers will make the client trust you and reassure you that you are an expert in your field.

You can also add temporary offers for limited hours or days or even make a discount on your first purchase, and believe me, these numbers will help you double the effectiveness of your advertising campaign and your sales alike.

As for prices, using the number nine, as it is in $ 199, is much better than adding the price to $ 200, because the mind approximates the prices in terms of the number on the left, so $ 199 believe it or not is only $100, and I will not tell you about the effect of this on your sales.

9. Show value for the price

If quality or value is your product's unique selling point, you have to convince the customer to pay that price and give them reasons to buy, especially if your prices are much higher than your competition.

You can highlight - for example - the impressive results from purchasing your product or service, or talk about the advantages in your product and services that are not found in competitors, …. And so on

10. Be smart when retargeting your previous visitors

Retargeting can have a huge impact on achieving your marketing goals, but you have to do it brilliantly in order to achieve those desired results.

You can initially target visitors or customers with an ad campaign, and re-target them with another ad campaign that is more suitable for them as they now know your brand.

In this example, the online marketer on the left introduced the target customers to his brand, and then after they clicked on the ad and got to know the brand, he retargeted them through a free consultation and a 25% discount, which may push many of them to buy.

In general, experts advise offering discounts, a free trial period, or a special offer when retargeting previous visitors or offering them any temptation in general to make a purchase.

11. Use Ad Extensions

Ad extensions or Ad Extensions have a magical power to increase the effectiveness of your PPC ads campaign, which is why some PPC ad experts recommend that you should use at least 3 in your ad campaign.

12. Try to target a specific place

If there is a lot of competition for keywords, try to use long keywords that refer to a specific place or geographic area. Instead of targeting the keyword “e-marketing services”, try targeting “e-marketing services in Chicago”.

13. Prevent Useless Clicks

In PPC ads, you pay per click, even if the customer clicked on it by mistake or thought it was something else, or even clicked it knowing he didn't care, so you should reduce these costly and useless clicks as much as possible.

One of the best ways to do this is with negative keywords as you customize your ads as much as possible to reach your ideal buyer.

14. You have to know the customer's position from the buying journey

To write a powerful PPC ad that generates incredible sales, you need to know exactly where the customer is in the buying journey, as this will make you target and persuade them much better.

If the customer is still in the early stages and has a problem that he feels, but does not have solutions to, then you must write advertisements that educate him about the product and link your product to his problem.

After this stage, when he knows that there are solutions and searches for different solutions and compares them, you have to convince him of the unique selling point (USP) of your product or service, and explain to him why he should buy from you specifically.

At the end of this article, I have one last tip, and that is to experiment with your ads because through trial and error and improvement you will arrive at your ad magic recipe.

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