When writing good Ad Copy, one must remember the end goal of the Campaign. Are you trying to drive traffic, obtain conversions, build brand awareness, or something else? For best results, the Call to Action in your Ad Copy needs to be aligned with the goal of your PPC Campaign. In addition to the Call to Action, the other part of the Ad Copy needs to be enticing and informative at the same time. The target audience needs to know what your business can do for them and why they should click on your Ad. Select one benefit that your business can provide and focus the Ad around it. To end the Ad, use the Display URL to tell the target audience who you are.
The first step is now done, you have an Ad. Now, it is time to optimize it. Read over your Ad a few times, trying to slice in keywords whenever possible. These keywords will help make your Ad more relevant and standout among other Ads. Finally cut your ad down to fit the appropriate character limit. Lastly, test your Ad Copy. Try running variations – focus on a different benefit, use different keywords, or reword the Ad – to see what achieves the best results.
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