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Top Tips on Creating Great Ad Copy5 min read

5 min read

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]You can have the most amazing strategy for your PPC campaigns and can optimise like a king, but without the use of top notch ad copy, all of this may be for nothing!

An ad is your first point of contact between the client and the customer. This directs them to the site to buy the products or service the client is offering.  They act as an online shop window to the customer. This “shop window” attitude enforces the need to perfectly spell the ads and to use accurate grammar as well as to be highly relevant to the customers search.

Adapt to Your Audience

Consider if you were a customer, which kind of ad would you click on? That is the golden rule, you have to always put yourself in the position of the customer, “would I buy from them?”

For example, if you are selling baby cots you have to put yourself in the mindset of an expectant parent looking to buy, or if you run a dating agency you would need to put yourself in the position of someone looking for a hot date – adapting your writing style to adhere to that audience is key.

Unique Selling Point

Not only do you need to think about who you want to click and buy, but you need to consider certain USPs and if you have them – use them! Free Delivery, Free Shipping, Free Subscription, Free Samples – everyone, no matter how much money they have, loves a freebie! If there are no USPs where ‘free’ is available, then think what other options does the client offer that no one else on the landscape is offering. Is it exclusivity, lower prices or anything really that makes you think, “wow I would buy because of that?”


This is rather important – you only want your ad to show for the products you are selling (this will only work if you have tightly themed campaigns, adgroups and keywords within your account). DKI is also a great way of improving the relevancy of your ad; DKI or Dynamic Keyword Insertion, is a method that online marketers use to get the searchers query into the ad. Meaning, that what they have actually searched with will show in the ad and increases the probability of the searchers clicking on it. Of course, there are limitations with this, if the query is too long then tailored default text would show, but not their actual query.

To include DKI in your ad all you need to do is add in {KeyWord:Default Text}, which is simply an instruction to the engine that you want DKI to be used – this bit won’t show if used correctly. Oh, but if you are going to use DKI, do it properly, If it isn’t used properly you could end with errors in the ad and there is nothing worse than seeing squiggles and KeyWords written in a headline!

If your keywords match your ad copy and are correctly targeted with content that is appealing to the relevant audience, then bingo, you are halfway there to a top notch ad!

So now we have the content, there are still loads more factors that need to be applied to each and every ad you write for your account.

Spelling and Grammar

Your ad needs to be perfectly spelt and brand names need to be correctly cased, spaced and spelt – think about it, would you want to click an ad that was misspelt? Why would you want to buy anything from someone who can’t even be bothered to run a spell check before they upload!

The same goes for your grammar, some advertisers ‘save character spaces’ by removing an apostrophe where it is needed or a full stop where it is needed. Again I ask you, would you trust a website enough to buy from if they can’t respect the proper use of English grammar.

Sensing, you have a hundred and one fabulous USPs to promote and sell your product, there is no point in trying to cram it all into the limited character lengths given by not creating a proper sentence.  It just won’t make sense to the audience and they are more likely to skip your ad because they have to ‘think’ too much about the reading of it. If you have a few USPs, create more ads – you could even test and see which one of your USPs works better and sells more products. That way you could use that particular USP more.


After you have taken all of these points into account, you will be well on your way to writing top notch ad copy, encouraging users to purchase online. Additionally, the help of expert PPC strategies and optimisation ensures your ad gets in front of the right buyers.

This is why, we at Croud, have a dedicated editorial team, working across all clients to produce creative and engaging ad text. This then leaves our PPC experts with more time to do what they do best; earn you conversions![/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]