9 Best PPC Advertising Tips for More Effective Text Ads

Team Pepper
Posted on 21/09/217 min read
9 Best PPC Advertising Tips for More Effective Text Ads

There is a considerable increase in PPC (Pay-per-click) ads in recent times. This means advertisers have to pay only when the user has clicked on the link, earning organic traffic, awareness and eventually, new leads. However, despite their heightened demand, 98% of PPC ads do not gain ROI, as per research from This happens when a PPC ad does not have the right trigger or it does not appeal to the target audience of the brand.

If you are using PPC ads for your digital marketing campaigns, you need to create an appealing copy that drives a higher click-through rate. With some simple tips and best practices, you can make the perfect PPC ad and even get a higher ROI if leveraged effectively. So without further ado, here is a look at our proven PPC tips for effective ads: 

9 PPC Marketing Tips to Lead a Successful Ad Campaign

1. Know your target market & what they want

The first step to creating a powerful PPC ad is to start by understanding your target audience. Since PPC ad copy needs to be short and crisp, it is vital to get their attention by showcasing how you understand and can help them fix their problems. 

To write an ad copy that your audience can relate to, start by putting yourself in your customer’s shoes. You can use triggers like:

  • Who are your customers?
  • What do they need?
  • Where are they based?
  • When is the right time to reach out to them? Or when are they looking for the solution?
  • Which offer is right for the target group?
  • How is your offering addressing their pain points?

Once you have the answers to these questions, write an ad copy highlighting and addressing your customer’s needs and habits.

2. Use words that address your audience

Have you ever got the feeling that an ad copy just doesn’t connect with you? In many instances, it is not the detailed understanding of the target audience that is to blame but the copy that does not address the audience. Third-person references can often leave the reader disconnected, so the best part is to use friendly terms like ‘you’ or ‘your’ in your ads. Speaking with the audience will help them connect with your copy and make them feel important.

3. Create an emotional trigger

Another reason why a PPC ad may not perform so well is the lack of a trigger or a compelling reason for your audience to click on your ad. Many advertisers tend not to provide complete information when creating an ad, which leads to the ad not getting the right amount of engagement. The internet is full of ads, and not every ad will get clicked unless you provide the right motive for your audience to make an effort. 

Avoid ads that do not provide complete information or can be misleading, especially clickbait ads, which will only create a negative impression of your brand. Focus on the core issue or the feature that you know will get your customers interested and evoke positive emotions in your audience to help drive positive results. Use your ad copy to tell the target audience what they have to gain, and create an emotional trigger to compel a response.

4. Include numbers or statistics in your headlines

Want your PPC ad to stand out? The best way to get the audience’s attention is to include numbers and statistics. For example, look at the following statements,

  1. The most clicks on an ad go to the top three paid ads in the search results
  2. 40% of the clicks on an ad go to the top three paid ads in the search results

Which one would you say evoked a more substantial response? Copy with numbers tells your audience that you know what you are saying and have actual numbers to back up your claim. Instead of just making a statement, add numerical statistics on your brand, the customers you have helped, the benefits they have gained, and more. Whenever you add numbers or statistics, make sure you have the right source for it.

Along with numbers, having trademark or registration signs helps too. It enables the audience to understand that you are the official source of information and not some random internet ad.

5. Utilize the space available optimally

Short, crisp, and high impact is what any PPC ad will aim for. But despite the limited character count, many marketers fail to use their ad space optimally. Google ads, for example, have a 30-character headline plus two 90-character descriptions. Having just a single statement here may not generate a proper response.

Focus on maximizing your ad’s impact by ensuring you can add as much information as possible in the space. Focus on a particular topic or message, and try to be crisp but equally informative to create the right impact. And while you are at it, do not forget about your display URL or ad extensions either, since the URL will take up space as well. The smart move is to use a custom URL that is short, includes the right keywords, and is informative, instead of just a bunch of characters.

6. Create keyword-rich URL & use them in your copy

A PPC ad is effective only if the audience clicks and engages with your page, and URLs are incredibly vital to get this reaction. The URL shouldn’t just be your brand name and random characters; focus on making it keyword rich and help reiterate the message in your ad copy and headline. The best ad copy and URL are always in sync, meaning your focus keyword should appear in your title, in your URL, and your ad copy. Shortened and custom URLs are also neat and will give your ad looks more refined. An excellent URL shortener and builder we would suggest is

7. Focus on benefits & your USP

Knowing the target audience is critical, but if you cannot relate their needs to how your product or service can solve them, there is a big gap. Many marketers fail to create the correct link, and this disconnect is often the reason why the target audience is left unsure about what to expect from a particular brand. 

To create a better connection, focus on the benefits and features apt for the target audience. While there are tons of things that can be said, the marketer needs to know what needs to be said first to help the audience understand the brand better. Basically, these PPC tips involve prioritizing the ad copy on what you want the audience to learn, think about your brand, and build accordingly.

8. Use strong and unique CTA (Call To Action)

Call To Action or CTA is now the most talked-about terminology in digital marketing, and every web page, ad, or even social media platform has multiple CTAs. The audience is probably bored or immune to worn-out CTA, and you need to create a more personalized and unique CTA to stand out. If your ad copy is thought-provoking, the CTA should capitalize on this and create a strong trigger. For example, a simple ‘Know More’ may not get a strong reaction, but a unique CTA like ‘Get the details now’, ‘Download’, ‘Explore More’, etc., will generate better results.

The CTA should also create a sense of urgency and show the audience you care. For example, a CTA like “Get in touch with our experts’ may seem plain and cliche. Instead, write ‘Get a call back from our experts now’, which has a stronger connection and is more pleasing for your audience.

9. Split test for optimizing ad copy

Despite in-depth research, brainstorming or marketing analytics, it is impossible to preempt accurately which ad will perform better. This is because while ad makers and copywriters understand what they need to communicate, it is the connection it has with the audience that determines how successful your PPC ad will be. The average click-through rate for a PPC ad is just 2%, and that of a top paid result is 8%, making it crucial to test your ads and then optimize accordingly.

The best bet is to use a split test for your ads. This split PPC testing idea is a practice of using variations in your CTA, image, text, statistics, or other elements that can help to determine which ad performs better. In a split-testing scenario, only one or two aspects of the ad are unique, with all other parameters like targeting, keyword focus, and the other elements being similar. The same audience group will be showcased in one of the two ads, and after a specific period, you will understand which performs best. For example, if the split test has different CTAs, with all the other elements being the same, you can use the analysis to understand which CTA is generating higher clicks for your PPC ad. 

Using variations, you have actionable data to help understand what works best, and you can narrow down on the best performing ad accordingly. 

Try using to create PPC Google ads in a jiffy.


Key Takeaways

These tips seem pretty simple and easy to implement, right? As with any ad copy, the best performance can be gauged only once you have hit the right nerve with your audience. Knowing what the audience needs and creating a copy that is engaging takes effort and a lot of testing. So if you are looking to level up your copywriting skills and develop effective PPC ads, we suggest using these tips to create ads for your brand.

With time and by analyzing the results, you will eventually figure out what works best. These insights are essential for writers to craft ad messages that are perfect and evoke the right response. So be patient, practice the art of wordsmithing, and start writing and testing your PPC ads to ace the art of writing copy for Google ads eventually!


1. How do you optimize your PPC campaign?

Pick an advertising platform
Set goals
Study the target audience
Inculcate proper keywords 
Try using negative keyword lists
Do keyword group segmentation
Create an effective ad copy 
Put a clear Call to Action 

2. What is PPC Optimization?

Pay-per-click optimization, or PPC optimization, is the method of analyzing and enhancing PPC campaigns. Like, updating the ad copy, changing the keywords, refurbishing the landing pages, etc. 

3. What are some PPC campaigns optimization tips?

Optimize the website
Choose a bid strategy
Define a budget
Keyword research 
Great ad copies 
Compelling CTA
Testing your ads 

4. What are some of the PPC testing ideas?

Test Increasing Brand Awareness with Target Impression Share Bidding
Test Competitor Keyword Campaigns
Test Dynamic Search Ads
Test Broad Match Keywords 
Test Audience Targeting