5 Tips to Write Better Google PPC Ad Copy


What isn’t online anymore? Our relationships, social networks, finances and shopping experiences have already migrated online. Millions of people log on the Internet everyday—multiple times a day. It’s no surprise that advertisers want to grab a piece of market share through the Internet. They just need to hold enough attention from Internet users to get them clicking.

What better platform to display their advertisements than on Google? Advertisers and marketers can surely take advantage of Google tools to develop their search engine marketing campaigns, place their advertisements, and track results.

Pay-per-click or PPC ads can be seen on the top and on the right hand side of a search engine result page. Ad copy is important in a PPC campaign, since the content is textual. As the name suggests, advertisers are charged some amount when users click on the displayed ads. To become successful, there are few tips to follow in writing Google ad copy.


1)   Follow Google’s ad copy rules.

The ad copy consists of 4 lines:

– A headline (ad title) limited to 25 characters including spaces

– 2 lines of description (more information, call-to-action words), each limited to 35 characters

– Display URL – the “pretty URL” (hyperlinked to the destination URL).

2)   Get to the point

With a character limit, tailor your language to attract a potential online customer. Include at least one of your keywords in your ad copy. Highlight prices, special offers, promotions and other details that customers may be looking for from their query.

3)   Include call-to-action phrases in the description lines

This will communicate a short and sweet sales pitch to customers. Sample phrases: contact, sign up, buy now, or order today.

4)   Match Ad Copy to Landing Page

Check if the webpage content matches what the ad describes and promises.

5)   Write several versions/copies of the ad copy

Draft several versions of the ad concept, review the performance (# of clicks, sales) after few weeks, and revise them if needed.


Learn With Google tutorials to online advertising:




Written by 451 Marketing search marketing intern Yao Wen.  Yao is a senior at Simmons College majoring in Communications.

How to Build a Smart Powerful Keyword List

Keyword research can be a daunting task, but it forms the basis for paid and non-paid campaigns. Many people make the mistake of:

  • Only targeting their product names as keywords;
  • Using only a handful of keywords in optimization and PPC; or,
  • Targeting the wrong keywords altogether!

It is necessary to target the right keywords from the very beginning of your search marketing strategy, in order to get more clicks for your paid ads and to rank higher in SERPs.

The process of research begins with brainstorming. Try to think what customers or potential clients would actually type in to find your products/services. Sit down with your friends, colleagues or customers to come up with some terms. Try to avoid very generic terms, like ‘jeans’ for example, if you are not a very well established website with very high domain authority.  These extremely competitive phrases are very difficult to rank well organically if you are just in the beginning phases of website development/website optimization, and are often very expensive in pay-per-click.  During this stage, you might want to check your competitors’ websites and ads just to get an idea of what they are banking on. After this initial stage, you should have a list of at least 15-20 relevant keywords.

There are many keyword tools available in the market, but would suggest using“The Google Keyword Tool”.  As of this week, this tool (which replaces the former Google keyword tools) is out of beta testing.  Enter your shortlisted keywords in the keyword tool to find out different variations of the keywords you came up with during your brainstorming and research. Along with finding keyword variations, you will get an idea of how often the keyword is searched for, as well as how many other online advertisers are trying to get traffic on the phrase.  After this stage, you will have a better idea of which keywords you should and shouldn’t be targeting.

I also take advantage of two other cool Google tools in keyword research. The first is the Google Suggest, which ‘suggests’ different phrases as we type in the search box. This feature suggests queries that have previously been entered by users, so you might want to add the relevant ones to your list. Again for jeans, I get these suggestions:

The second are the ‘related’ queries that are displayed by Google at the bottom of the page. For example, if I search for jeans, I get these related terms that I might want to consider:

When all is said and done, it is important to have a list of keywords that exactly define what your product or service is, does, and the benefits of using it.   Don’t be afraid to be too exact or precise in the keywords you target.  Your optimization efforts will pay off by driving very qualified traffic to your site if you build a smart keyword list.  To use the jeans example one last time, if you only sell men’s designer jeans, why would you even want to put a lot of effort toward ranking well/advertising on the term ‘jeans’?  The people coming to your site on the term ‘jeans’ could be looking for women’s jeans, children’s jeans, work jeans, you get the idea.  Hope this post helps you build a powerful keyword list. Do let us know of any other techniques you use to research keywords.

The Power of Local Search: Create Awareness & Increase Customer Base

Often small, local businesses face the question of how to grow visits to their websites, and ultimately, to their businesses. SEO and PPC are the traditional, proven ways that can boost site traffic and leads to all sites; but, for small and local businesses it makes great sense to start with local search optimization. Local search has been around for some time, but very few people know how to take advantage of this free Google feature.

The process begins by creating a Google Places account (this used to be called Google local listings). It is one of the best and easiest ways to increase your customer base economically, as it is absolutely free! Recently, Google launched Google Tags, a new advertising feature, which helps you stand out from the competition. It adds a small tag beside your listing in the Google Places “7-pack” and charges a small $25/month fee to use this feature.

Once you set up an account, be sure to fill out as much information as possible because it definitely affects the rank of your listing and adds more credibility to your business. You will have to “verify” this listing, which can be accomplished by entering a verification pin you can choose to receive by phone or mail.

Here are some important factors you should consider when optimizing your Google local listing:
•    Put in your exact address and choose the most relevant business categories
•    If the opportunity presents itself, use a keyword in your business name (for example:  Brother & Sister Moving Company)
•    Add photos and videos of your office and products/service.  Many businesses aren’t currently taking advantage of this feature, so you can one up your competition quite easily in this respect.
•     Offer a special coupon in your profile, which will encourage users to both visit your business and (hopefully) write a positive review on your Places page.
•    Submit your business information on local search engines, local databases and local business listings
•     Make sure your information on superpages.com and other local-based information sites and user review sites is accurate, as these citations will show up on your Google Places profile and are thought to improve the optimization of the profile.

Hope this information helps your local search optimization efforts. Let us know if this post helped you set up your Google Places account. Share your thoughts and experiences.

5 Easy Things you can do to Increase your Online Visibility Today

Making your website friendly to search engines is absolutely critical to improving your website’s online visibility. By increasing your natural rankings in search engines like Google, Yahoo!, MSN, and Bing you will increase the visibility of your website, while simultaneously increasing the quality of your web traffic. Natural rankings are the results search engines generate by using their various algorithms, without taking into account any paid search (PPC) efforts.


Search engine optimization (SEO) is one of the best marketing techniques when it comes to increasing the online visibility of a website, and is critical to any company that wants their website to be seen and found by their target audience. The actual process of optimizing a website is long and involved, but here are 5 quick and easy ways to start improving your online visibility today:

Use strategic keywords to find your audience – This is easily the most important step in any SEO campaign. When someone wants to find something they will search for it in Google, or another search engine, by using keywords to describe what they are looking for. You will want to pick strategic and relevant keywords for every page on your site that describe what your services are all about and how they provide solutions to your clients challenges. But that’s not it; you need to make sure that the keywords or phrases you select are words that your target audience will actually search for. Put yourself in the shoes of your target audience. What are their needs, challenges and pain points? What specific terms would they search for to help them find solutions. You can even ask your neighbors, co-workers and friends what they would search for too; you’ll be surprised what they will come up with!

Use your title tags – I constantly come across websites that are not using their title tags to their advantage. Title tags are what appear in the title bar of your browser, and are one of the many pieces of data that search engines scroll when determining what the content on the page is all about. Use the strategic keywords you selected and give each page a unique title. Try to limit your titles to only include one or two key phrases to avoid keyword saturation.

Don’t forget about your Meta information – Every page on a website should be treated individually and should have it’s own unique description and Meta tags. Write a sentence or two that best captures the content of that page, and try to include your keyword in it. Try to limit your descriptions to 180 characters or less— the shorter the better!

Quality Content – Ensure that constant generation of fresh, interesting and relevant content one of your top priorities. Get your keywords into your content wherever and whenever it makes sense. The key here is to keep your user experience in mind; do not flood your content with keywords that do not fit logically. This looks messy, confusing and lends to a very poor user experience on your website. Your user is always your top priority, so only use keywords in your content that make sense.

Links, links, links…and more links – This is one I can not stress enough. Think of a link as a vote of confidence or quality that search engines use to determine the relevance, and therefore page rank, of a page on your website. The more votes, the higher the rank. Good places for links are article and news sharing sites, directories, and other similar sites. Links are critical to the success of building your online visibility, you can never have enough!

Anything else to add? Have some great success stories? Share your comments here!

-Louisa Plank