3 mins read

Mastering the art of PPC ad writing

Junior PPC Strategist

Junior PPC Strategist

In fast-paced marketing, it's easy to get caught up in new campaign launches.

Many businesses rush into writing ads and executing their plans without proper research and campaign set-up, and sometimes it can lead to ads getting disapproved or even worse, accounts getting blocked.

Top 5 Tips To Maximise Your Ads Performance


1. Include Your Popular Keywords in Your Headline

Before launching your campaign, it’s important to conduct keyword research. Rather than incorporating a large number of keywords with high estimated volumes of clicks and impressions, choose between 5-10. You can use these keywords in your headlines to increase relevance, attract the right searchers and increase your conversions. 

When using keywords, it's important to ensure that they fit naturally into your content. Using too many keywords can negatively affect your Ad strength, as Google may require all of them to be included in your headlines. This can be challenging if there are too many keywords to incorporate. Therefore, it's crucial to ensure that your keywords make sense and flow naturally in the context of your headlines.


2. ‘Excellent’ Performance Max headlines

Google now allows 15 headlines for the Performance Max campaigns, compared to the previous 5. Aim to use all 30 characters in each headline; this ensures that your ad provides users with as much information within the character limit as possible. By utilising the total character limit, you can also enhance the visibility and reach of your ads; from my experience, search engines and platforms often favour ads that use more characters, thereby increasing the likelihood a wider audience will see your ads.

While Google recommends using all characters, it is also good to test! We aim to have at least one headline with 15 characters or less. This is because certain channels like Youtube and the Google Display Network have limited ad space. By having a few short headlines in the mix you’re able to optimise your campaigns by testing which copy performs best.


3. Choose Punctuation Carefully

It may seem obvious but avoid excessive exclamation marks when you want to emphasise something, no matter how tempting it may be. Their excessive use can have unintended consequences and hinder the effectiveness of your ads. 

Google has outlined specific standards for the use of punctuation in ads. They suggest that exclamation marks should be avoided in ad headlines. By adhering to Google’s standards and exercising restraint with exclamation marks, you can enhance the quality and effectiveness of your ads. 


4. Capitalise Every Word in Your Headlines and Descriptions

Using title case can enhance your ads by making them more noticeable and creating the illusion of a larger font size. This, in turn, attracts more visual attention to your headlines and increases the likelihood of people clicking on your ad.

However, be cautious and avoid excessive or gimmicky capitalisation in your writing; this will help you maintain a clear and professional tone while ensuring your message is easily understood. For instance, avoid writing in all capital letters like “SOCIAL MEDIA” or variations.


5. Make Your Headlines and Descriptions More Unique in Your Responsive Search Ads.

To improve ad performance and facilitate ad copy testing. A helpful technique is to create a structured ad layout with a statement headline, a unique selling point or a call to action. 

By doing so, we can get more accurate performance results and allow Google to use machine learning on our terms. A clear structure simplifies testing by allowing you to test one ad section at a time. This approach helps to find the best option and ensures a fair test with clear results.

It’s important to showcase your company name for brand recognition if people want to search for you again later. Also, use Unique Selling Points (USPs) to highlight what makes you stand out from the competition. Remember to include a clear Call to Action (CTA) to ensure your target audience comprehends precisely what you’d like them to do next. Including these elements will encourage people to click your ad and then convert. 

To Conclude

Crafting effective ads requires planning, attention to detail, and industry best practices. Rushing into campaigns without research can lead to disapproved ads or blocked accounts. However, by implementing the techniques discussed above, such as incorporating popular keywords in headlines, refraining from excessive use of exclamation marks, optimising character limits, and creating structured layouts for responsive ads, you can enhance ad quality, relevance and effectiveness of your ads.

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