Would you like to learn how to write pay-per-click (PPC) ad copy that converts customers? Then you're in the right place!

PPC advertising can be a great way to drive targeted traffic to your website or online store. But if your ad copy isn't effective, you're wasting your time and money.

Understanding PPC Ad Format

Different advertising platforms will have different rules and restrictions. Most ppc management platforms offer at least a few different ad formats; Google text ads are just one example. Google text ads can help you understand how PPC ads are structured and set you up for success on other ad platforms.

No matter what kind of business you have, advertising is necessary. You need to spend money to make money; without advertising, potential customers will never know your business exists. PPC, or pay-per-click advertising, is one of the most popular and effective forms of advertising, especially online. With PPC ads, you only pay when someone clicks on your ad, making it a cost-effective way to reach your target audience.

Google text ads are one type of PPC ad, and understanding how they work is a great first step in learning about PPC advertising. Google text ads are short, simple ads that appear at the top of the search results page when someone searches for a relevant keyword.

How Is a PPC Ad Copy Structured?

PPC ad copy can be generally broken down into four sections: the headline, the display URL, the ad text, and the destination URL. The headline is the most important part of the ad and is what will initially grab the user's attention.

The display URL is the next most important part and will appear in the search results. The ad text is the body of the ad and is where you will want to include your keywords. The destination URL is the last part of the ad and is where the user will be taken if they click on your ad.

Implement these 8 strategies in your ad copy(s) to improve your ad copies conversion rates.

Here's a quick breakdown of each section:

Final URL

This is the URL that will be associated with your ad. It is important to ensure that this URL is the landing page or website you want your visitors to see.

Headline 1

The headline is the most important part of your ad, as it is what will grab the user's attention and make them want to click on your ad. Make sure your headline matches the user's search term and the message on your landing page.

Headline 2

Your second headline should be eye-catching and make someone want to learn more about what you have to offer. A good second headline will be specific and tailored to your target audience.

Headline 3

The final headline on a webpage is often not visible to users, so it is a good location to include branding or other non-essential information.

You can achieve top-quality ads by following these ad copies tips.

Display Path

The display path is the URL that is shown on your ad. It is separate from the Final URL; the URL users are sent when they click your ad. The display path can influence a user's decision to click your ad, so it is important to include keywords whenever possible.

AD Copy Breakdown Structure

Description 1

In a few sentences, describe the page and why it's important. Try to include your keywords and a call to action.

Description 2

This section is important because it lets you connect with potential customers and offer them a secondary call to action. Don't neglect this section just because it's not always shown.

Understanding Ad Extensions

Ad extensions are additional information you can add to your ad, making it more detailed and informative. This can lead to higher quality traffic as bigger, more informative ads are more likely to be seen and clicked. Ad extensions can include reviews, your website, phone number, company call-outs, location, hours of operation, special promotions, and more.

Check out these 7 powerful backlinking strategies to drive traffic through off-page SEO.

How to Write Better PPC Ad Copy

The key to writing better ad copy for PPC is assessing the landscape and ensuring you stand out from the competition. With that said, here are a few steps to help you get started:

1. Research Your Competitors

Your real competitors in paid search are the ones who are willing to spend the money to show up for the same keywords as you. So take some time researching who those people are and what they're spending to get those clicks. It'll give you a better idea of what you're up against and how much you need to spend to stay competitive.

Check out the overview of how to understand competitors advertising.

As a business owner, you know that competition is fierce, especially regarding paid search. There are a lot of companies out there who are willing to spend big money to show up for the same keywords as you. So how can you ensure your paid search campaign is as effective as possible?

2. Prioritize Keywords in Headlines

If you want people to remember your keyword, it's important to put it at the beginning or the end of your headline. Ensure your ad copy is short, sweet, and to the point. Start with a bang and end with a call to action. In between, keep your sentences short and your message clear.

Your headline is the most important part of your ad, so make sure it's eye-catching and includes your keyword. Positioning your keyword at the beginning of your headline will help ensure that your ad is seen and clicked on by potential customers.

3. Be Location-Specific

PPC platforms offer the ability to target ads to very specific locations, such as zip codes. Advertisers should take full advantage of this by writing ad copy specific to the geographical location.

You can include the city name in your headline to target a specific city or location. This will help your ad stand out to those in the area you are targeting. You can also include other local aspects of your business to make it more appealing to those in the area. This is a great way to attract attention from potential customers in a specific location.

4. Use Your Defining Characteristics to Your Advantage

Once you've analyzed your competition, use that information to your advantage and become the top-ranked company. Find something that makes you stand out from the rest of the competition and use it to your advantage. This is your chance to show potential customers why you're the better choice than anyone else. Offer a better product or deal and tell them why you're the best.

Check out these competitor website analysis tips that help your business.

As the top-ranked company in your field, you must let your potential customers know what sets you apart from the competition. Use your blog to highlight the unique aspects of your business that make you the best choice for their needs. Make sure your blog showcases your company's strengths, whether it's your superior product, outstanding customer service, or unbeatable prices.

With a well-written blog, you can attract new customers and keep existing ones coming back for more. Use your blog to build trust and credibility with your audience, and you'll be well on becoming the go-to company in your field.

How to write Better PPC AD Copy

5. Use Words and Phrases That Evoke Feelings

People are more likely to act if they feel they will achieve or obtain something great. Using emotion in your ad copy can help create this feeling for potential customers.

One of the most important factors in advertising is emotion. Ads that evoke positive emotions are more likely to be successful than those that don't. After all, we're more likely to act if we feel that we will achieve or obtain something great from it.

Think about some of the most successful ads you've seen. Chances are, they made you feel something. They may have made you laugh, cry, or feel inspired. And that's because emotion is a powerful tool that can help us connect with an ad on a deeper level.

6. Check Your Ad Metrics

Don't give up on your ad because it's not getting the results you want immediately. Let it run for a while, and then see how it's doing. You can't predict how well a new ad will do, so it's important to test different versions. The ad you think will be the best might not end up being the best performing.

The best way to improve your ppc campaigns is to test and iterate on them constantly. Try different versions of your ad, different ad copy, and different images. See what works best for your business and your customers. Don't give up on your ad because it's not getting the results you want immediately.

Let it run for a while, and then see how it's doing. You can't predict how well a new ad will do, so it's important to test different versions. The ad you think will be the best might not end up being the best performing.

7. Enable Ad Extensions

Ad extensions are additional features you can add to your ad to make it more visible and appealing to users. They can include things like extra links, images, or contact information. Ad extensions have been shown to increase click-through rates (CTR) by an average of 30 percent, so they're worth considering if you want your ad to stand out on the page.


PPC ad copy that converts customers can be achieved by following a few simple steps. First, make sure your headline is clear and concise. Next, use strong calls to action to urge the reader to click on your ad. Finally, use persuasive language and offer a unique value proposition to convince the reader to buy from you. By following these steps, you can create PPC ad copy that will result in more customers for your business.

NinjaSEM is a PPC management software that enables you to create and manage marketing campaigns, ad groups, and advertisements in one place. It allows for generating more keywords for your business, setting up and managing an unlimited number of ad accounts, creating engaging ad copy to keep your conversion rate up, and identifying competitor-targeted keywords in real-time. If you’re on the hunt for efficient PPC management software, look no further! Sign up now!

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