How to Create Effective PPC Ads?

How to Create Effective PPC Ads?
8 min read
16 March 2023

Pay per click (PPC) advertising is an effective way to get your brand in front of new audiences and increase conversions. But it requires some knowledge to execute effectively.

Before you can start crafting your PPC ads, it’s crucial to consider your goals and the buyer’s journey. Then, choose keywords that align with them.


PPC ads are one of the most effective ways to drive traffic to a website. However, they require a lot of planning and research to be effective.

A key part of any successful PPC campaign is choosing the right keywords. This includes both brand terms and keywords related to products or services.

Using a variety of different keywords can help you reach your target audience and increase your conversion rates. Ideally, you should use keywords that are relevant to your brand and products, as well as those that are similar to your competitors.

The best way to find these keywords is by researching the search term phrases that people are typing into the search engine when they're looking for your product or service. This can be done using a tool such as Google's keyword tool or another resource like Answer the Public.

These tools will show you what types of questions people are asking about your products or services and will also give you suggestions for prepositions and comparisons that might be good keywords to include in your PPC ad copy.

Once you've found a list of keywords, create your ads. Then, set your budget and bid strategy.

You can also use remarketing strategies to boost your results and reach more potential customers. These can include remarketing lists for search ads (RLSAs), email remarketing, standard remarketing and dynamic remarketing.

It's also important to use conversion tracking to see what works and what doesn't. This will allow you to make better decisions about your ad copy and landing pages and ensure that your ad dollars are spent on the highest performing elements of your campaign.

Ad copy

The ad copy you use to drive traffic to your website or landing page is the most crucial part of an effective PPC campaign. Creating an engaging ad is all about capturing attention, enticing visitors to click, and guiding them through the steps to conversion.

To write an effective ad, it’s important to think about the problem or need that your potential customers are searching for. It’s also helpful to get started a feel for their search habits and the words that they use to find solutions.

You can make your ad scannable and understandable by using short and concise bullet points and lists of key features or benefits. This makes it easier for visitors to digest and remember the info you’re providing in a few seconds.

When you’re writing your PPC ad, it’s important to make sure it is optimized for mobile. This is because many people are browsing on the go and want to read your ad in as little time as possible.

In addition, you should try and include a call to action in your ad copy. This is because most people don’t buy at first touch, and it is important to encourage them to take immediate action with your ad.

Landing page

When your target audience clicks on your PPC ad, they need to be taken to a page that's designed specifically for that campaign. Whether it's to get them to sign up for a newsletter, register for a free trial, or make a purchase, the landing page should be optimized to meet your goals.

To be successful, your landing page should focus on the same keywords that you're advertising with. This is important because it can affect your Quality Score and increase the amount of clicks you receive for those keywords.

You should also optimize your landing page to improve conversions and make it more relevant to your ad. A high-converting landing page will include a strong message, compelling copy, and attractive visuals.

In addition, you should use split tests to optimize each aspect of your landing page: headlines, CTAs, images, and more. This will help you see what works best and keep your landing pages consistently improving.

Creating a compelling, well-designed, and mobile-friendly PPC landing page is critical to the success of your marketing campaigns. If your landing page doesn't look and work well on a smartphone, you'll lose visitors and likely have a low conversion rate.

It's important to remember that your PPC landing page will be the first page a visitor encounters after clicking on your ad, so it needs to stand out and be memorable. You can do this by using strong imagery and a USP that's unique to your brand.

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Ad extensions

Ad extensions are a great way to improve the performance of your PPC ads. They can be used to add more information about the product or service you’re advertising, provide additional links to relevant pages on your website, and more.

Google offers many types of ad extensions for use in your PPC campaigns. The type of extension you choose will depend on your goals for the campaign and your business.

Structured snippets are a type of extension that allows advertisers to include a list of products or services that they offer in their ads. They can be especially helpful for businesses that have a large number of products or services to offer, and they can help users easily find what they’re looking for.

Callout extensions are another type of ad extension that allow advertisers to add additional text to their ads. They can be added at the account, campaign, or ad group level, and can be customized for the specific needs of your campaign.

Location extensions are another type of ad extension, and they include a business address, phone number, and a map in the ad. They can be particularly useful for local businesses that want to attract customers in their area.

There are a variety of different types of ad extensions, and it’s important to test and optimize them for the best results. It’s also important to keep them relevant to the ad and the business being advertised. This will increase the likelihood that users will click on your ad and convert into a customer.

Ad format

When it comes to formatting an ad, you want to make sure you’re following Google’s guidelines. This will help you get better results from your ads and make your campaigns more effective.

The first thing you should do is determine your ad objectives. This will help you set a budget and plan a strategy that meets your business goals.

To achieve the best possible results, you need to target a specific audience. PPC allows you to do this by targeting keywords that are related to your brand or industry. You can also use targeting options to reach specific demographics.

You should also consider using ad extensions. These can help you perform different tasks, such as up-selling or providing information for on-the-fence users. They can also help you show a quick-call number for location-based businesses.

Ad extensions can help you add value to your ads and grab attention in a unique way. For example, a promotion extension can be very useful for a business that offers special deals and discounts to their customers.

You should also include your top keywords in your display URL to maximize the impact of your PPC campaign. In addition to boosting your search visibility, this will also help you rank higher on SERPs.

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kim jes 207
Joined: 1 year ago
Comments (1)
  1. Felix Turner

    Choosing the right keywords is a cornerstone, and tools like Google's keyword tool and Answer the Public can be invaluable for research. 🕵️‍♂️🔍

    11 months ago ·
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