If you are here, then there’s a good chance you know what pay-per-click ads are and what they look like. If you don’t, simply head over to Google.co.uk and search for ‘red shoes’ – (or here’s a direct link if you’re feeling lazy). On that Google results page you will see a search result right at the top with the words ‘Ad’ next to it, and there may be some more to the right and below the regular search results. Those are pay-per-click advertisements.
Now that you know what they look like, let’s dive into how to write them properly.
Here’s an example of a perfect PPC ad for red shoes:
Red Shoes at Miss Temple
Buy red shoes online at Miss Temple
Free delivery! Top prices! Buy now!
That ad may seem incredibly short, but there’s a good reason for that – pay-per-click ads, on Google’s platform at least, are broken down as follows:
This is the most important part of your ad. You only have 25 characters to play with, so it is essential that you get your keyword in there and a USP.
This element should never be overlooked; a display URL with your keyword in the URL will improve click-through rates considerably.
Description line #1
This is your opportunity to sell your product, service or promotion. It should get to the point straight away and entice searchers to click your ad.
Description line #2
This can either follow on from the first description or accentuate a key selling point, such as free delivery, 30 days warranty or another perk.
It’s important to note that your descriptions can be longer than 35 characters – however Google will only show the first 35 characters in their search results.
Getting your PPC Ad Copy Right
Get noticed in the crowded search results by following these best practices:
Dark Peak = PPC & SEO in Stockport & Glossop