Is there anything that makes business owners happier than seeing their ad click-through rates skyrocketing?
Ads are a paid method, so you want to make sure you’re using your budget to the max.
And in addition to all the PPC secrets we’ve discussed (including how to calculate your budget, and how to reduce your costs by improving your Quality Score), we’re gonna help you add another profit-boosting tool to your advertising toolbox.
We’re taking a look at 13 examples of great PPC ad copy to help you make your next ad amazing!
Your product can be the ripest peach in the orchard, and yet, if your ad doesn’t convey the sweetness, you’ll be hard-pressed to increase your CTR.
Take a look at Domain’s example:
They’re not just telling their prospects: “We’ve got what you need.” They’re actively reminding them of what the benefits are:
What concrete goals will your customers achieve with your product or service?
E.g., Reach More Leads; Increase Revenue; Save Time, Solve a pain point.
Ad Copy Takeaway: Understand your customers’ pain points and goals. What do they want to achieve? Can your product help them achieve it? If yes, mention it in your ad.
Your ad has to match the searcher’s intent. The best way to do it is with Dynamic Keyword Insertion.
Both ads would have the same copy. Both would emphasize the benefits. However, the keywords are dynamically inserted in the headline to reflect the visitor’s intent.
With DKI, you won’t have to read your prospects’ minds.
DKI will automatically insert keywords relevant to the search queries each prospect used.
This makes your ad more relevant to every individual prospect. Consequently, you’ll have a much higher CTR and conversion rate.
Ad Copy Takeaway: Select “Keyword Insertion” when choosing between dynamic ad options and enter all the appropriate keywords after conducting keyword research.
Landing pages should be like snowflakes… Each one should be unique. So if you want to rock the socks off PPC copywriting, you should make sure your ad keyword matches your landing page content.
We have a great example from Mailerlite. We want to see the comparison of plans on the landing page.
When you click through to the landing page, you’ll come across a page made specifically for comparing Mailerlite with Convertkit in a handy table format:
This way, Mailerlite’s ad keyword matches their landing page content.
Ad Copy Takeaway: Think of it this way: you promise something in your ad. So when your prospects click through, they want to see you make good on your promise. And you will, with a landing page that’s specific to the ad and the keyword that hooked your leads in the first place.
There’s no way around it: people trust ads mentioning numbers and statistics. It’s just human nature.
The number in the ad serves two purposes:
Ad Copy Takeaway:
In general, if it’s a number specific to your company, use it in your headline.
Ad extensions are a great way to explain and highlight benefits without cramming them in the description.
Rentalcars, a platform to rent cars easily online, successfully leverages ad extensions to occupy more search real estate.
Additionally, ad extensions are a great way to give your users more chances to interact with your ad, increasing your conversion rate.
Ad Copy Takeaway: Select ad extensions that work best for your audience. When it comes to SaaS companies, the following work best:
An ad without a CTA is like telling your prospects: ‘Click or don’t click, we don’t really care.’
Your prospects want to be invited to take the next step.
In this case, the folks at Shopify are using the callout ad extension to invite the searchers to find products to sell.
If you don’t want to use a call extension, you can place the CTA in the headline…
… or in the copy of your Google ad.
From our experience, CTAs in headlines are by far the most effective. However, ad extension CTAs work like a charm, too!
Ad Copy Takeaway: The key to writing great Google Ads copy is a very simple formula:
If you want to master PPC copywriting, you have to understand one very important thing: every time you use a keyword, you’re giving yourself an opportunity to reflect your prospect’s intent.
So why leave your display URL generic?
Use your display URL to remind the prospect that they’re going to the right place by clicking on your ad.
Ad Copy Takeaway: Use the keywords the majority of your audience uses to reach your ad, or…
Turn your display URL into a CTA, just like Taxicode.
Potential clients struggle with numerous objections.
Some are afraid of spending money. Others aren’t sure that their new tool will be easy to use. Others have big companies and worry about adoption.
Your mission, should you choose to accept it, is to address your prospects’ objections in your ads.
When searching for eCommerce tools for small businesses, we came across this Shopify ad and loved it!
They’re addressing plenty of objections small business owners have:
Ad Copy Takeaway: Learn what your customers’ common objections are, and address them in your ad by emphasizing related benefits.
Logically, everyone knows that your ad is an ad.
But when your prospects see you using their search terms in your ads, they’ll feel more connected to you. They will feel like your product was made with their unique needs in mind.
Hotels perfectly adapts to our search term: ‘hotel with a pool in London.’
Ad Copy Takeaway:
Consumers trust other consumers more than brands, which is why we see an uptick in-site links, including ‘Case studies’ and ‘Testimonials’
All of them direct potential customers to pages with social proof.
Writing ad copy that reflects the fact you’ve got a track record of helping your customers succeed is going to make your potential customers more interested in doing business with you.
This is especially important if your products or services have a heftier price tag.
Ad Copy Takeaway: In addition to using ad extensions to link to your testimonial page, you can also reflect social proof in the copy:
Usually, ad copy is all about boasting about the features and the benefits of your products.
So if you want to entice your customers, it’s time to start asking questions and talking to them one-on-one.
Try switching things around, like the folks at Opteo do.
Instead of bragging about their tool, they’re being conversational and talking to the searcher as if they were friends. They’re showing interest and how they can help you save time.
Ad Copy Takeaway: Ask the searchers questions, and show empathy for their goals:
You pay for every click, so make sure that’s a well-placed click. You can leverage your ad copy to weed out the people who won’t be interested in your offer.
Sometimes, this is because of your price. Other times, it’s because of your features.
But when you add qualifying elements to your ad copy, you’re reducing the amount of wasted clicks and increasing the personalization of your copy.
Ad Copy Takeaway:
Your prospects may be logical, but they’re also emotional. In the end, logic is rarely the ultimate purchasing factor.
We buy because of what we feel.
And if you want to become a pro at PPC copywriting, you should use emotional triggers in your ad copy.
Lawyers definitely know what’s up.
Ad Copy Takeaway: Empathize with your customers and use the following elements in your ad copy:
If you want to write profit-boosting ad copy, follow these 13 ideas:
You’ll be on your way to a sky-high conversion rate before you can say: ‘Jot that down!’