Ad Copy Best Practices

Ad Copy Best Practices

When you spend as much time and energy as you do planning online Pay Per Click (PPC) campaigns for your clients, it is crucial that once you get the ad in front of them that it does its job. It should communicate and convince your customers to take advantage of your offer.


After all, you spent hours ensuring you were in front of the right person. Isn’t it just as critical that you say what you meant to once you are there?


We have compiled a resource for Ad Copy Best Practices for Fall 2019. Some of our suggestions will be a review for you, and some others might surprise you. Whatever the case, all of them are essential to give your campaign the best possible chance for success.


  1. Be informative. As the com points out, your prospects have questions. So, you need to have ad copy that answers them. Based on the keywords you have identified and the targeted audience you have chosen, you can construct ad copy that answers presumed questions that your prospect within those parameters might have. The more informative you are, the better your copy will be.


To read more classic tips from them, please click here.


  1. Use your keywords. Another classic bit of advice comes to us from com, a landing page platform, which tells us to use the keywords in the ad copy because it reassures readers that they are in a relevant place (relative to their search query). However, using does not mean stuffing or forcing keyword use that does not make sense. As Unbounce says, you should repeat the keywords and related phrases back to users so they know they should keep reading and they didn’t click on the link in vain.

To read more ad copy suggestions from, please click here.


  1. Match the searchers’ intent. HubSpot has an excellent point when they say that your ad copy must match searchers’ intent, which means it makes sense based on what the user is looking for online. You don’t want to stretch the meaning of the phrase or play to the third definition of the word searched. You want it to make sense for the prospect’s need and then communicate why your product or service is the answer to their problem.


  1. Headline and description matter. A lot. Along with matching the searchers’ intent, you must also write a relevant headline and a clear and concise description. HubSpot suggests using your keywords in the headline and then answering the likely question that the user has related to that keyword or keyword phrase in the description. This approach allows users to see that you offer what they are looking for and why you are the best solution for them.


To read HubSpot’s comprehensive article on Google Ads, please click here.


  1. Test your copy. Impact, an online agency, recommends doing an A/B test, which is also known as split testing, with your ad copy. Within Google’s platform, there are many opportunities to test your copy. You can run two versions of a headline to see which does better or test the two descriptions. You can also test your offers, landing pages, prices, and so on, all to determine what works best with your audience. However, Impact cautions that you must ensure that the two testing ads have equal impressions, and, if you are testing the headlines, for example, you shouldn’t change anything else between the ads. Do otherwise and you can’t be sure it was the a true test of which version performs better than the other.


To read all the advice from, please click here.


It is vital to get the keywords and the audience perfected for the lowest cost possible for your client’s PPC campaign. However, it is also essential to tell the audience what you wanted to tell them once you have their click.


By being informative, using your keywords, keeping it relevant to the searchers’ intent, delivering a clear and concise message, and testing what works best, you are using some of the most tried and true ad copy best practices for Fall 2019—and that is excellent news all year round.



PPC Ad Editor is the first all-in-one tool that allows teams to create, share, and edit PPC ads with their clients and then upload directly into Google Ads. For more information, visit  




Proehl, Adam. “5 Classic Tips to Write Effective Google Ads Copy.” 8 August 2018. Web. 20 August 2019. <>.


Morgan, Michelle. “How to Write the Best Google Ads Copy & Back it Up on Landing Pages.” 10 January 2019. Web. 20 August 2019. <>.


Perricone, Christina. “The Ultimate Guide to Google Ads for 2019.” 4 March 2019, updated July 25, 2019. Web. 20 August 2019. <>.


Linde, Jason. “The Complete Guide for Marketers for Google AdWords in 2019.” Web. 20 August 2019. <>.

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by PPC Ad Editor