Top Tips for Crafting PPC Ads

Posted on November 23, 2011

Top Tips for Crafting PPC Ads

You've got limited space in a PPC ad, and you need to make every word count. Create effective ads by knowing your user, speaking their language and following search marketing best practices.

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You've got limited space in a PPC ad, and you need to make every word count. Create effective ads by knowing your user, speaking their language and following search marketing best practices.

Crafting a Headline

Your headline should speak to your audience. That sounds simple, but don't overlook it. Whether you're marketing to teens, older adults, gamers or gardeners, using their words creates a bond.

Two best practices for pay per click headlines are "keep it short" and "ask a question." A short, witty or newsy statement gets user attention. Make your headline too long and they'll skip it. Asking a question grabs the user with a hook, or hits them in a pain point - somewhere they need help. Your help. Headlines that zing might read:

  • Need a Website Makeover?
  • Inventory Sale - Free Shipping
  • Designer Prom Dresses

Capitalize the first letter to draw attention. While you need to include your primary keyword in the ad, make it stand out by highlighting anything unique that you offer, such as free shipping or designer inventory.

Generating Your Message
After you hook readers with your headline, your PPC ad needs to communicate:

  • What you have to offer the user
  • What the benefit is to the user
  • Why they should care - and act

The message needs to be clear and obvious. The user isn't going to spend a lot of time guessing. If your service isn't clear and compelling, try an action statement. Hook the user with your headline then deliver an action message that speaks to the user's need. The body should clearly convey incentives, freebies or perks, get your brand out there and end with a strong call to action. It must include primary keywords. Remember: All you need to do with the text is get users to your landing page.

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Planning the Display URL

The display URL gives you more real estate to reach users. You can stuff keywords into this URL, or use capitalization to get attention like you did in the PPC message. You can also get into trouble here, especially if you exceed the character limit, clutter the URL or mislead users. If your URL's too long, Google will truncate it. You lose brand recognition - something you can't afford to do. Try "" or "" instead of "" Leaving these off saves up to 11 characters.

Adding keywords to your display URL works if you do it right, but can backfire. Many search engine users have clicked on a PPC ad (either on purpose or by accident) and ben directed to a page that had no interest to them. Stuffing your display URL with a keyword that isn't related to your destination page can add to their negative feelings - and impact your bottom line.

Picking the Destination URL

A few don't do avoid. You cannot set the destination URL to an email address or any type of file or image that requires a helper application to run. No PDF's allowed. Your destination URL must work across all browsers and from all destinations.

As a best practice, point your display URL to the established page for your brand, your product or your site. For example, "" would point to the destination URL of This is simpler and cleaner than pasting the display URL, because it avoids any system redirects that could be buggy. Your forever URL isn't going anywhere, so that's where you should direct traffic.

If you want to bring users to a specific page, such as a product splash page or order page, double-check the URL before you commit. Product-specific URLs might have a long chain of numbers, a long tail of slashes or simply be hard for you to remember. That's okay--the user won't see it.

Use these tips to successfully create PPC ads and increase brand and product awareness.

About the Author

John Zwissler from AddMe AddMe traffic program is structured to deliver controlled bursts of quality visitors and traffic to your website. AddMe traffic will increase sales, signups and overall branding for your site, for more information about this exciting service Click Here!

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