Five Tips for Creating Killer PPC Copy

Five Tips for Creating Killer PPC Copy


Writing brilliant PPC copy might seem low down on your priorities list but a good overhaul of your campaign copy can be the boost that you need for your PPC performance to improve.

Many people overlook their search ad copy and simply try to write something that fits into the space. However, a good advert takes time and effort and you will reap the benefits if you put in a little more thought to the copy.

Here are our five tips to creating compelling PPC copy.

  1. Be Focused on your Campaign

Really take some time to think about what you want to say and how you can say it in the space you have. Don’t be distracted by other tasks. You can see huge jumps in your conversion rate if you spend a little more time on your copy. It’s not got to take you a week to come up with something, but likewise, spend more than just two minutes on it.

  1. Brainstorm Everything

Think about what you want to say in your ad and write everything down. We know there is limited space and we’re sure you have a lot to say about your product and services, right? What’s the proposition? How do you want to phrase your call to action? Which adjectives do you want to use? Get everything down on the ideas board and that way you can start to sort the wheat from the chaff. Speak with everyone, from the sales team to the customers, to see what words and phrases they’re using.

  1. Unique Selling Points are your Strengths

If you want to make your ads stand out from the others, you need to think about your unique selling points. Do you offer:

  • Free shipping?
  • 24 hour customer service?
  • Biggest range of products?

Try and add these to the call to action to really sell yourself.

If you have multiple USPs, you can run a few different versions to see which ones really work for you.

  1. Be Creative

Don’t you have any USPs? Is your copy just the same as your competitors? You need to think more creatively then to create more compelling copy.

There are so many different ways to say the same thing. You can say:

  • Same day shipping
  • Ships same day
  • We’ll ship instantly
  • Immediate shipping

Play around with these and see which one works.

Another way to change your copy is by adjusting the tone. Try a variety and see which one is resonating with your customers.

  • Honey fresh from the bees
  • Pure filtered honey
  • Heather honey straight off the moors
  • Try our honey today!
  1. Concentrate on the Components

Look at the specific components of your ad and work on these.


  • Try using numbers vs. using percentages to see which one gets traction.
  • Ask a question.


  • Try www. vs. not using it.
  • Use your homepage
  • Link to a specific page.

Description Lines

Where is your call to action? Try on line one and then line two and compare results.


The thing you must do is test, test, test. Keep honing your ad copy to make sure you’re really using the one that works.


Image credit: Public Domain Review on Flickr (, licensed under CC BY-SA 2.0