Best Practices: Writing Pay-Per-Click Ads for Success

One of the best things about Axact is that we don’t know what stagnation means. We strut with technology, it’s pace and world of opportunities it has to offer.
My latest venture is writing advertisement copy for our brands, to be advertised through Google’s Adwords, using PPC model.
I learn by reading and researching. Let me share my finding with you, right here right now. For starters, know the contraints – character count.
Character Count:
Every Ad-copy is divided in to three lines — heading, description & description 2. Following is it’s respective character count:
  • Heading: 25 characters (with spaces)
  • Description: 35 characters (with spaces)
  • Description 2: 35 characters (with spaces)
  • Display URL: 35 characters (with spaces)




Align your ads with the keywords that they are working within the ad group as well as the landing pages that the ads lead to –> Increased CTR –> Increased Quality Score &Lower cost per clicks

Campaign Command:

Google allows you to create a number of campaigns, and you may choose whichever variables you want to tie up the campaign with. Following and analyzing the trends has led us to believe that campaigns that are wrapped around regions work best. This could be for a number of reasons: target audience, similar behavior, time, cultural attitude, so on and so forth.

Tightly-themed Ad Group:

Once you have created a campaign, you need to define ad-groups. Every ad group allows you to:
  1. Create a unique Ad
  2. Direct a visitor to a unique destination (landing page or web page)
If you keep the keywords in your ad group to a minimum and ensure that they are all closely aligned to each other as well as to the landing page that you are pointing them to then it will be easier for you to write relevant ad copy that meets the expectations of the searchers, then hopefully your site will answer all of their questions and needs. There is no hard and fast rule here but as a rule of thumb I would aim for no more than about 20 or 30 keywords per ad group, any more and the theme will start to become less clear.



You have 25 letters to get that visitor! Trust me, it is a difficult task and you have to be very careful as to how you use these precious characters. Here are some tips to help you through:


  • Try to have the ad group’s main theme or most important keyword in the headline; this way you will address a visitor’s need instantaneously.
  • You can use dynamic keyword insertion (DKI) in the headline for this but make sure that every keyword that could be inserted (all keywords in the ad group) works well with the remainder of the ad.
  • Test ‘questioning’. It will help you grab their attention and you can then use the rest of the ad to answer the question or to suggest a possible solution.




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If your ad group is for searchers that are close to purchase, or you are advertising a promotions, include time led incentives such as ‘Today Only’ or ‘Now’. If room is left, include action words:


  • 25% off
  • Call now
  • Large inventory
  • On sale
  • Discounts
  • Special offers
  • Free
  • Low rates



Capital letters and bold letter can be used to drop attention to the most important bit of your ad – however, be careful. Everything bold or in caps can be distasteful and might put some people off.



Your description must lead a searcher to your destination URL. Now, how do you get them to do just that?


Your heading has their attention. Now, focus on providing enough and specific information about your offering to get a qualified click.


  • To begin with, take a step back and in to a searcher’s shoe. What is he looking for? What are their concerns and needs? What will attract them to your site? Answer these questions, along with highlighting the USPs and strength.


  • Have a strong call to action


  • Stay focused and keep your target audience in mind
  • Do not use the description for a branding exercise – you have the display URL for your brand, leave the description for convincing reasons why to use you.

Display URL:

Key guidelines for an effective display URLs include:


  • You have to at least use the same domain as the domain in the ad/keyword destination URL so the shorter your domain name the more freedom you have.
  • I often try to repeat the core keyword of the ad group in the display URL as though it is a sub folder of the site – it may or may not actually be.
  • If you do have a promotion on then repeat it in the display URL.
  • The main idea with the display URL is to try and show that this product/service is central to your business.



Test, Test & Test Some More:


And analyze what works and what doesn’t. You will realize what kind of ad-copy works, and then you can further improvise. You can even go for A/B testing to compare ads. You can also select the ‘rotate’ option within AdWords campaign settings, which allows time for an adequate test on all your ad variations, rather than fixing upon one winner too early.
Don’t forget to share your feedback, suggestions and best practices!


About Shaheen Rajan 1355 Articles
Need coffee, romance, fashion and manicure to survive. KHI - DXB - CGN

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