In the fast-paced world of digital marketing and PPC, technological advancements are constant. However, amidst these rapid changes, the importance of compelling ad copy remains paramount.

Regardless of the sophistication of your AdWords campaigns, poorly written ad copy will inevitably hinder your desired results. At nexus-security, our PPC experts understand the power of impactful ad copy, and in this post, we’ll share our top tips for crafting exceptional ad copy that delivers.

Getting Started: The Fundamentals

Before delving into the intricacies of writing compelling ad copy, let’s establish some fundamental best practices. These include incorporating relevant keywords into your ads and adhering to Google’s advertising guidelines. With these basics covered, we can now explore the art of crafting impactful ad copy.

1. Reflect the User’s Goal

People click on ads to find solutions and achieve specific goals, not to admire the ad itself. Therefore, aligning your ad copy with the user’s objective is crucial. When creating ads, step into the user’s shoes and understand their desired outcome. Then, craft your copy to directly address their needs and aspirations.

This Carvana ad, displayed for the search query “sell my car,” exemplifies this principle effectively. The primary headline directly mirrors the user’s intent by conveying Carvana’s interest in purchasing their car. The secondary headline further entices users by highlighting the convenience of car pickup. Lastly, the description emphasizes the process’s simplicity and the added benefit of receiving payment on the same day.

I’ll give you $20 right now. Always prioritize the user’s end goal when writing ad copy. Help them envision how engaging with your business will provide the solution they seek.

2. Numbers and Statistics in Headlines

Advertisers often employ various tactics to attract clicks. However, simplifying the message and providing clear value is often the most effective approach. Incorporating numbers or statistics directly into your headlines can significantly enhance their impact.

Consider these two ads for car insurance quotes in Rhode Island. Both prominently display numerical figures in their headlines and body copy, emphasizing affordability despite the challenging driving conditions in the state. While these companies may lack the brand recognition of industry giants like Progressive or State Farm, the use of compelling statistics effectively sets them apart. However, using numbers requires careful consideration. Let’s examine an example of a custom T-shirt printing service:

While highlighting the low price of $2 per shirt in the headline might seem appealing, it could raise doubts about the product’s quality. This approach might inadvertently create skepticism before the user even clicks on the ad, which is counterproductive.

SHUT UP AND TAKE MY MONEY Prospective customers typically have a budget in mind. Presenting clear figures and statistics in your ads empowers them to make informed decisions, especially when comparing your offerings to competitors.

3. Leveraging the Entitlement Factor

While it might seem manipulative, appealing to people’s sense of entitlement can be an effective advertising strategy. In today’s world, a heightened sense of entitlement prevails, and recognizing this can present valuable opportunities for advertisers.

Consider this ad for a divorce and personal injury lawyer. The headline, “To Protect Your Best Interests,” directly taps into the notion that the prospect deserves the best possible outcome. This strategic approach is particularly effective in emotionally charged situations like divorce. This technique is common in legal advertising, as individuals involved in legal battles often feel deserving of compensation. Law firms frequently capitalize on this sentiment by crafting persuasive ads that evoke a sense of entitlement and trigger emotional responses.

4. The Power of Emotional Triggers

Evoking strong emotions is a potent tool in advertising, particularly online. Clickbait thrives on this principle, capturing attention by eliciting powerful emotional reactions. Incorporating emotional triggers into your PPC ad copy can significantly enhance its effectiveness. There, there, Donna – don’t cry The type of emotional response you aim to provoke depends on your offering and desired outcome. Negative emotions such as anger, disgust, or fear can be highly effective but require careful handling to avoid negative associations with your brand or product. Let’s analyze an ad for a service that helps determine infidelity in relationships:

This ad subtly yet effectively leverages emotional triggers. It highlights the comprehensive information obtainable through a simple name search, including dating profiles and criminal records. This approach taps into the user’s desire for uncovering potential infidelity and plays on the potential anxieties surrounding it. Positive emotions such as affirmation and humor can also be highly persuasive but require skillful execution due to their subjective nature. Emotional triggers don’t always have to be overt. Subtlety can be equally effective, as demonstrated in this example:

This ad evokes an emotional response by employing aspirational language. It addresses the sensitive topic of body image with a positive and inspirational tone, enticing users to click.

However, there are instances where a direct approach is more impactful, as seen in this ad for a DUI law firm:

Here, the headline directly addresses the fear of losing one’s license or facing jail time, using fear as the primary emotional trigger. Related: Explore tips for direct response copywriting from our friends at LocaliQ to enhance your ads’ effectiveness.

5. Crafting Unique and Keyword-Rich Display URLs

Many advertisers underestimate the significance of display URLs. The display URL, visible in your ad, can differ from the destination URL, which users are directed to upon clicking. Leverage your display URL to enhance your ad’s messaging. Incorporate top keywords and create a URL that is both relevant and engaging. Even if your destination URL lacks specific keywords, including them in the display URL can improve visibility in search results.

This example effectively utilizes the display URL, suggesting that clicking will lead to a dedicated security camera product page. This approach is more informative than a generic homepage URL and provides an additional opportunity to align with relevant search terms. Before launching your ads, dedicate time to crafting display URLs that complement and reinforce your ad copy.

6. Prioritizing Impactful Copy

Google’s expanded text ads provide advertisers with more space to convey their message. However, it’s crucial to prioritize your most compelling copy within the initial two headlines and the first description line. This ensures that regardless of the user’s device, your ad delivers a strong and impactful message.

In this example, KAYAK utilizes all three headlines effectively. However, the copywriters have strategically prioritized the essential information. While the third headline reinforces brand recognition, the first two headlines convey the most crucial aspects of the ad. When the same search is conducted on a mobile device…

…only two headlines are displayed. While this is a different advertiser, it illustrates the importance of prioritizing essential information within the limited space. Unsure about your strongest ad copy? Check out the most common Google ad copy mistakes to avoid here!

7. Addressing Common Objections Proactively

In competitive markets, overcoming objections related to cost and convenience is crucial. By anticipating and addressing these concerns directly in your ad copy, you can alleviate potential hesitation. Let’s examine an ad for “affordable home insurance”:

In a saturated market, EverQuote effectively addresses the price concern by prominently featuring a specific price point ("$97") in the headline. In contrast, another ad for the same search query fails to address this concern effectively:

This ad offers a free quote, which is a standard practice in the industry. It fails to provide any reassurance regarding potential costs, missing an opportunity to alleviate a significant customer concern.

8. Highlighting Benefits

When crafting ad copy, always maintain a user-centric approach. Users are primarily concerned with how your product or service can benefit them, rather than the company’s accolades. Let’s illustrate this principle with examples from the highly competitive insurance industry.

The first ad effectively focuses on customer benefits. It highlights the acceptance of any licensed veterinarian, coverage for hereditary conditions, lifetime coverage, and no age restrictions. Conversely, the second ad falls short. While the headlines are decent, the description misses the mark. The only mentioned benefit is the ability for MOAA members to choose their desired coverage – an obvious and expected feature. This ad wastes valuable description space. It’s important to acknowledge that unconventional ads can still yield conversions. However, unless rigorous A/B testing proves otherwise, adhering to PPC best practices is generally recommended. Prioritize what works best for your business based on data-driven insights. Mastering PPC ad copywriting requires time and effort. However, by implementing these tips and learning from others’ mistakes, you can significantly improve your ad quality, click-through rates, and ultimately, your return on ad spend.

Crafting Effective PPC Ad Copy: Key Takeaways

1. Reflect the user’s objective.
2. Incorporate numbers and statistics in your headlines.
3. Appeal to the user’s sense of entitlement.
4. Utilize emotional triggers strategically.
5. Create unique and keyword-rich display URLs.
6. Prioritize your most compelling copy.
7. Address common objections proactively.
8. Emphasize the benefits for the user. For further inspiration, explore these 24 creative, competitive, and click-worthy ad copy examples that you can adapt for your campaigns.