Journey Based Advertising: Chapter Ten – How to Create Effective PPC Ads
The core components of PPC ads may seem simple, but getting them right can make a big difference to performance.
Google Ads has evolved over the years, and most search campaigns now use responsive search ads. Instead of writing a single fixed ad, you provide multiple variations that Google tests and combines.
- Up to 15 headlines
- Up to 4 descriptions
- A final URL and optional display paths
This gives Google the flexibility to show the most relevant version of your ad depending on the user, their search, and the device they’re using.
Because of this, writing strong, adaptable PPC ad copy is more important than ever.
How to Write PPC Ads That Perform
Good PPC ads are built around relevance. The goal is to match what someone is searching for with a clear, useful message.
When writing your ads, focus on keeping things simple and direct. Use your keywords naturally so your ad clearly relates to the search. Think about how your audience speaks and reflect that in your wording rather than relying on overly formal language.
It’s also important to guide the user towards action. A clear call to action, whether that’s getting in touch, downloading something, or making a purchase, helps set expectations from the start.
Most importantly, your ad should answer a need. People are searching because they’re looking for a solution, so your copy should show how you can help rather than just asking questions or making vague claims.
Creating a Strong PPC Ad Experience
A good ad doesn’t stop at the click. The experience after someone clicks on your PPC ad is just as important.
Your landing page should match the message in your ad. If someone clicks expecting one thing but lands on something different, they’re likely to leave straight away.
It’s also worth thinking about how your ads appear across devices. What works on desktop might not be as effective on mobile, so your messaging should be clear and easy to engage with in both formats.
Using relevant ad extensions can also improve your PPC ad performance, giving users more information and increasing the chances of engagement.
How does Google rate your ads?
Your bid still plays a role in whether your PPC ads appear, but it’s not the only factor. Google also uses something called Quality Score.
Quality Score is a rating from 1 to 10 based on how relevant and useful your ad is. It looks at how closely your keywords match your ad, how well your landing page aligns with the search, and how likely users are to click.
A higher Quality Score can help your ads appear in better positions, sometimes even above competitors who are bidding more. That’s because Google prioritises ads that create a better experience for users.
Why Quality Score Matters
Improving your Quality Score can make your campaigns more efficient. It can lower your cost per click and improve your visibility at the same time.
If your score is low, it may be a sign that your ads aren’t aligned with your keywords, or that your landing page isn’t meeting user expectations. In some cases, it can also indicate that the market you’re targeting is highly competitive or not the right fit.
By refining your PPC ads, improving your targeting, and making sure your landing pages are relevant, you can improve performance over time.
Final Thoughts
Strong PPC ads are built on relevance and consistency. It’s not just about writing a good headline, but making sure the whole journey, from search to landing page, makes sense to the user.
When your ads match user intent and your landing pages deliver what’s promised, you’re far more likely to see better results from your campaigns.
If you’re looking to improve your PPC performance, focusing on your ad copy and overall ad experience is a solid place to start.
If you want to succeed with PPC, show Google how you can relate your copy to the landing page experience using these best practices to guide you or ask the experts for help! Our PPC team is always on hand for a consultation.
