How to Write Effective PPC Ads

Paying for traffic to your site can be expensive, so it is really important that the traffic that does click on your ad is relevant and could be a real potential client.

Writing Adverts

PPC Ads share some things in common with off line advertising (Image “Storefront Chalkboard Labels” by Prakairoj,

This means that there are a certain skills required to write ads that will generate relevant high converting traffic.

These are similar to the skills of off line advertising as well. But there are also differences.

This article looks at some of the main pointers to writing a good quality ad that will be shown regularly and not cost too much when clients click through to your site.

What is a PPC Advert?

A PPC Ad is simply an advert that is placed on Google or other search engines and shows above the search results (or at the bottom of the search page).

It looks the same as a normal search result, but has a small ad mark at the side, as you can see with this ad below.

Google ad example

Google Ads have the little ad logo next to them

An Advert is set up as follows;

  • An Ad is written
  • Keywords or search terms are named that will be used to show the ad
  • A click on the ad, leads to a landing page on your website


PPC Ad Writing is All About the Flow of Relevance

Successful ad campaigns are those that can achieve high click through rates, in other words the ad displayed is seen as being relevant by the searcher.

A click through is the first step towards a conversion and a sale, so if you fall at this hurdle your campaign will not go any further. In addition Google rewards high CTR ads and so they end up costing less because they are more efficient.

So how do you achieve relevancy? Well it can be achieved in a  number of ways.

  • The final destination page should be worded in a similar way to the ad
  • The ad description should fit with the ad title and simply add a bit more information
  • The website name can also include the page title which can again add to the link in relevancy.
  • Matching keywords that fit both your ad and the final landing page.

Choosing Your Keywords

I tend to use Jaaxy for PPC keywords, because it is very easy to see all the words available and to copy and paste them across to Google Ads.

Here is a sample screenshot for an Ad campaign on starting  a blog.

Jaaxy keyword search tool

There are lots of options available from this search term and many more listed in the related keywords section that I could run further searches with.

If I had typed in start a blog for free that would have given me another, potentially different market to this one, which is blogging to make money.

Writing Your Ad

Once I have my keywords I am ready to write the ad.

A typical Ad on Google is similar to the one shown below. As you can see there are three different parts to the ad – each one in a different colour.

Google Ad

A typical Google Ad has three sections

The main title

The name of the website

An advert description


  • Main title – ideally this should match or relate to the search request as closely as possible.
  • Website name– you can also add in the name of the article after the website, so readers can see where they are going to.
  • Advert description – add more detail to expand on the title, don’t go too far off the main topic.

There are limits on the number of characters that can be used on each line, which means that every word counts and needs to be carefully considered.


Monitoring Your Ads – And What To Look For

Once your ad is written it needs to be ranked. This process is more straightforward than trying to rank by SEO, and the results are quicker. But it is still a complex process.

In the following video a Google economist explains how the ad bidding process works, and how ad positioning is determined. It isn’t just about bid price, but relevancy of the ad and the quality of the landing pages are both important factors.

Refining Ads

Once the ad is written is can be allowed to run, but usually you need to check that all the keywords are still triggering the ad to be shown, and to check that the bid prices haven’t risen.

Each ad appears in the search engine dashboard such as the one below. Here the ad group has actually been paused, but I can still check its past performance, including the number of impressions, number of clicks and the click through rate (CTR).

I can also check the quality score that Google has given it, which for these two keywords are 7/10 and 8/10, so the cost per click is relatively low.

Google Adwords dashboard

The higher the click through rate the more efficient the ad because they will be cheaper and you are getting clicks to your site.

Google suggests that campaigns should aim for above a 1% CTR but I was always taught to try and get campaigns to go above 4%.

The keywords shown here in the screenshot are running well at 11% and 12.5%, with  an average CTR for the whole campaign at 10%.


Give Your Ads Enough Time To Provide Data Before Revising Them

It can be tempting to try and review or amend ads once you start to see results coming in. But try to allow the ads time to settle first and let the search engines get used to how users are clicking.

After a day or so when you have enough data, then you can modify ads or rewrite and replace ads that aren’t achieving good click through rates.


Although ad writing is fairly quick and doesn’t require many words, it is still a skilled part of writing. In a few characters you need to be able to convince searchers that your website and article is the one they need, above all the other pages waiting to be looked at.

If you can remember it is a line of relevance, from the landing page right through to the ad headline and description. If all of these can match carefully chosen keywords on the same theme, then a higher click through can be assumed.

This not only increases chances of sales and conversions, but it also reduces the cost of the ad, since it is recognised as a good quality ad with a high score result.

Further Reading

Other article on this site that you may find interesting linked to this topic are;

I hope you enjoyed this enjoyed this article, and if so please do share it on your own social media channels or leave a comment below, thanks.

Leave a Reply

Your email address will not be published. Required fields are marked *