Tips for Writing Effective Ads That Convert

Google AdWords is still #1 when it comes to online advertising. It’s usually where most businesses turn when they want to start a marketing campaign. Unfortunately, it can be a huge waste of money if not done correctly. If you’re seeing little to no conversions, you’re doing something wrong.

How can you create better ads that will convert? Here are a few pointers to keep in mind:


Highlight what makes you special – If someone were to search for “barter companies”, for example, they would want to see an ad that explains why one barter company is unique compared to the others. Since you have limited space in a PPC ad, you should highlight one major factor that makes you stand out from your competitors. A dazzling array of products? 5-star ratings? Huge shipping discounts? Whatever it is that makes your organization special, be sure to let consumers know about it in your ad.


Encourage customers to take action – Whether you are selling something, offering a service, or simply trying to get search engine users to visit your site to learn more information about a particular topic, include a call to action in the ad. It can be something as simple as “get a quote”, “learn more”, “find the answer” “check out this promotion”, and so forth.

Here’s an example of an ad with no call-to-action:

Avoid creating a vague ad like this.


Don’t be afraid to get personal – Write in the second person as much as possible. While you’ll want to include something positive about your business, your ad should primarily focus on “speaking” to the viewer. Make the ad more about them than about you. Focus on the user’s end goal.


Take a look at this ad for instance:

Of course the searcher is trying to deal with acne, otherwise he or she wouldn’t have searched for a solution for the problem. Instead of focusing on the problem, the headline should focus on the solution.


Make sure that the ad is clear, concise and edited properly – This may seem like a no-brainer, but there really are some horrible ads out there with typos.

Like this one:


Where, exactly, is “manhatten”? And why isn’t it capitalized?


Use one or two keywords – Whether you’re using Google AdWords or another PPC platform, it’s a good idea to include a specific keyword or two. You don’t want to overstuff the entire ad with keywords, but pick a couple that you want to focus on. Also, make sure it looks natural in the ad and not forced.


Include a special deal – The best way to get anyone’s attention is to use words like “discount”, “free”, “coupon”, “special offer”, and so forth. If your company is running a special promotion, be sure to mention it in the ad.


Keep ads current and relevant – Ads seem more exciting when they mention something wonderful that just happened. Instead of simply saying “Let us help”, mention the number of people you have already helped in the past month or year – be as specific as possible. People love numbers. If you’re using Google AdWords, be sure to include the user ratings plugin.

Now that you have an idea of how to write better PPC ads, here are a couple of examples of good ones:

This ad contains all of the criteria mentioned above: it’s current, lists a specific price, tells searchers the benefits of performing the call to action, lists something unique about itself (its friendly staff and ability to offer unbeatable savings), and even makes use of link extensions and geographical plugins.

Here’s are some more examples of good Google PPC ads:


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