The Secret To Good Ad Copy

Writing good text Ads is a key part of the PPC marketing process. Your ad needs to be both irresistable and have the correct ‘scent’.

The ‘irresistability’ of your ad, will drive Click Through Rate (ie the number of visitors your site gets and the resulting sales volume) and the ‘scent’ of your ad will drive your margin (relevant ads whose ‘scent’ is carried through on to the landing page’ will get a good conversion rate and, therefore a low cost per acquisition (CPA).

We recommend using a combination of intrigue, features, benefits and a very strong call to action.

Generating intrigue: Try using words like ‘discover’, ‘the secret’ (sound familiar?), ‘revealed’…

Features & benefits: Always start with the benefit in the 1st line of your ad text and then move on to the supporting feature in line 2.

Calls to action: Make sure your customer knows that your offer ends soon. You can strengthen your call to action by relating it to a specific seasonal time such as ‘Offer Ends Bank Holiday Monday’. This way, customers are more likely to believe that the offer is real and, more importantly, limited.

Our final tip is to always use the keyword in the headline and, where possible, in the display URL. Relevance is key and these words will be bolded by Google in the search results page.