December 15, 2022

PPC Ad Copy: Tips and Best Practices


Tips and Best Practices for 2023

Pay-per-click (PPC) advertising can be a powerful tool for driving targeted traffic to your website and generating leads and sales. But in order to make the most of your PPC campaigns, you need to create ad copy that resonates with your target audience and compels them to click through to your website.

Here are some tips and best practices for creating effective PPC ad copy in 2023:

  • Focus on Your Unique Selling Proposition (USP)

    Your USP is what sets your business apart from your competitors. It's the reason why someone should choose your product or service over all the others out there. When creating PPC ad copy, make sure to highlight your USP in a clear and compelling way. This will help your ad stand out from the competition and encourage users to click through to your website.
  • Use Attention-Grabbing Headlines

    Your ad headline is the first thing users will see when your ad appears in search results or on social media. Make sure your headline is attention-grabbing and compelling, using action-oriented words and power words to create a sense of urgency and excitement. Keep your headline short and to the point, and use capitalization and punctuation to make it stand out.
  • Incorporate Relevant Keywords

    Keywords are the foundation of PPC advertising. Make sure to incorporate relevant keywords into your ad copy, including in your headline, description, and display URL. This will help your ad appear in relevant search results and improve the quality score of your ad, which can lower your cost-per-click and improve your ad's position in search results.
  • Focus on Benefits, Not Features

    When creating ad copy, it's important to focus on the benefits of your product or service, not just the features. Benefits are what your product or service can do for the user, while features are the technical details of how it works. Benefits are what will motivate users to click through to your website, so make sure to highlight them prominently in your ad copy.
  • Use a Strong Call-to-Action (CTA)

    Your CTA is what encourages users to take action, whether that's clicking through to your website, signing up for a newsletter, or making a purchase. Make sure to use a strong, action-oriented CTA in your ad copy, such as "Sign Up Now" or "Shop Today". Use urgency and scarcity to create a sense of urgency and encourage users to take action immediately.


By following these tips and best practices, you can create effective PPC ad copy that resonates with your target audience and drives targeted traffic to your website. Remember to focus on your USP, use attention-grabbing headlines, incorporate relevant keywords, focus on benefits, use a strong CTA, and constantly test and refine your campaigns for maximum performance.

Rachel Klein

Marketing is no longer about the stuff that you make, but about the stories you tell. So, tell a story that inspires and empowers your audience to take action.

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