Marketo-DG2DA

PART III: DIGITAL AD TYPES AND AD DESIGN
PAY-PER-CLICK (PPC) SEARCH ADS
PPC Ad Copy
A great PPC ad has compelling
copy and an engaging headline.
However, you only have 70
characters for your copy and 25
characters for your headline. So
you have to say a lot in a very small
amount of space. Tricky indeed!
According to Search Engine Watch,
there are five golden rules of PPC
ad writing:
1. Use clear, easy to
understand language
Relevancy
To really resonate with the needs of
your audience, your copy should
directly address a customer pain
point or need. You want your
audience to immediately see the
value in clicking your ad.
Using our running shoes example,
take a look at the ASICS ad. The
headline says: “Go Run It” and the ad
itself says, “Find the running footwear
for your training needs”. The headline
is action-oriented, and the ad itself
makes the buyer want to click to find
running shoes right away.
PPC Headlines
PPC headlines have to pop! And they
have to do it quickly. Don’t be afraid to
use strong language to create a sense
of urgency. You also want your
headline to convey authority. Your ad
will likely be competing against other
PPC ads, so make yours stand out by
reviewing other ads that show up for
your keywords.
Negative Keyword Campaigns
We highly recommend using
negative PPC keywords—keywords
that will cause your ad to not trigger.
For example, if you sell high-end
jewelry and are bidding on the word
“watches”, you might exclude any
search that has the word “cheap”.
Remember your PPC campaigns are
budgeted by cost-per-click, so every
click counts!
2. Use vivid and
emotional language
3. Focus on keywords and
the intent behind them
Excluding specific words and
phrases that aren’t relevant to your
product or service can help you
reach your ideal prospects.
4. Having a compelling offer
and call-to-action (CTA)
ASICS PPC Ad Copy
5. Don’t go overboard with
abbreviations and
truncated phrases
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