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Writing effective PPC ad copy for a better ROI

Writing effective ad copy is one of the most important components of a successful pay per click (PPC) campaign. Your ad copy should be enticing enough for people to click through to your landing page and ultimately make a purchase.

Taking time to create relevant, compelling and strong ad copy with a clear call to action (CTA) will help you stand out against your competitors. It will increase click-through rate (CTR) as well as assist in rewarding you with a healthy quality score and strong return on investment (ROI).

Consider these 7 simple tips to help you create effective PPC ad copy for a better ROI: 

1. Include keywords in your ad copy

Using strong performing keywords in your ad copy is a great way to capture your customer’s attention. It also ensures that your ad copy remains relevant with your keywords and to your potential customers.

2. Emphasise your unique selling point (USP)

In order to set yourself apart from your competitors, it is essential for you to highlight why customers buy your product or service within your ad copy. Emphasise some of the key features and unique qualities about your product or service and be specific by using compelling action words.

3. Have a clear call to action

Having clear CTAs within your PPC campaign’s ad copy conveys a sense of urgency for your visitor to click on your ad. The simplest examples of CTAs are “Buy Now”, “Order Now”, “Learn More”, or “Save Today”. These are common examples of action words you can use to empower your potential customers to click on your ad, and getting them to think about the next step once they arrive on your landing page.


4. Use ad extensions

Ad extensions are a great way to communicate additional information about your product or service, as well as direct customers to specific and relevant pages on your website. Enhancing your search ads with ad extensions such as: sitelinks, enhanced sitelinks, call extensions and image extensions can drive further quality traffic and improve click-through rates to your campaign. The additional links can take up more space on the search engine results page (SERP), which enables your ad to appear more prominent and stand out against your competition. This is especially evident for image extensions, where you’re able to showcase your products by uploading 6 images alongside your ad copy (see image below for an example of ad extensions, including image extensions).


5. Create target specific ad groups

Creating smaller, very targeted ad groups within you PPC campaign ensures you’re writing ads and grouping keywords that are highly relevant. This approach will enable you to have better control of your traffic quality and performance, as well as assist in identifying quick optimisation opportunities, leading to a strong ROI.

6. Landing page relevancy

Once you have created the perfect ad copy, make sure you adopt a similar approach with your landing page. Remember, relevancy is key. Therefore, using strong keywords in your ad copy, destination URL and landing page ensures your campaign remains relevant throughout all components. This in turn will reward you with a high quality score, enabling you to compete for ad rank. Learn more on landing page relevancy.

7. Testing your Ad Copy

Testing your ad copy is imperative. Review your content for spelling and grammatical mistakes. This might seem very obvious, however, it’s the small mistakes that are sometimes overlooked. Check for errors within your destination URL, make sure the URL takes the visitor to the correct page on the website and the experience is seamless. Lastly, the Bing Ads Team perform ongoing reviews to help you get your ads active. Learn more on Bing Ads policies and editorial review.

Once you have created your ad copy, start to analyse how the ads are performing by assessing the impressions, CTR and quality score every 4 - 6 weeks. Continually reviewing the ad metric performance as well as checking ad content for relevancy, is just as important in helping you optimise your ad content for ongoing success.