Every business and marketer knows the value of a PPC ad copy. Data shows that more than 64% of consumers interact with Google ads when shopping online. This fact is one of the reasons why PPC ad creation is growing exponentially.

Many marketers properly do their keyword research, figure out their budget requirements, and A/B test relentlessly. Still, their PPC campaigns can fall short of the desired goals. In this case, their ad copy might be lacking.

The question is, how can you craft such a PPC ad copy that will stand out from the crowd in such a highly saturated market?

The answer is – Strong and compelling writing skills.

A well-thought-out and persuasive ad copy will nurture and drive conversions.

Importance Of Good Writing Skills For A PPC Ad Copy

All search engines reward superiorly written ad copy with a higher quality score, increasing your visibility and decreasing your cost per ad.

While the decreased cost is always a good thing, the real importance of good writing skills for PPC ads is audience reach and interactions.

With the character constraints in the PPC ad copy, you need to show your skills to attract the audience’s attention. It is not only enough to attract the audience, but you also have to hold them long enough to get the desired reaction to your CTA.

While an eye-catching headline can bring a person to your ad, it is a well-crafted description or “copy” that will hold their attention and entice them to perform the action they desire.

While writing a PPC ad copy, try to ensure that it is doing the following things:

  • It is working hard enough to get the initial attention of the targeted audience.
  • It is addressing a specific pain point or requirements of that audience.
  • It is providing a well-defined and actionable CTA.

Without these crucial factors doing their work of compelling an audience, your PPC ad copy is most likely to go to waste.

How Can You Identify An Excellently Written PPC Ad Copy?

The purpose of a PPC ad copy is simple. A company is selling a product and wants its customers to buy it. However, it is not enough to make the right product; you will need to inform the consumers about it and pursue them to buy.

A compelling PPC ad copy can have three main components; it makes consumers aware of a product’s existence. It targets the emotions of the customers. It has a clear, actionable call to action.

An excellently written PPC ad copy will have the perfect blend of all three of these ingredients. Excess of any one of the components can diminish the impact of the other, confusing the consumers.

While every ad is trying to sell a different product, they harness the same writing skills, relying on language to attract, hold, and hopefully convert the viewer into a paying customer.

Writing Skills That A PPC Copywriter Must Have

The essential skill for a PPC copywriter is their familiarity and more in-depth understanding of their target audience.

Successfully identifying the audience and knowing what the audience wants is crucial for a PPC ad campaign’s success.

Even the best writer in the world cannot deliver a good PPC ad copy without a clear understanding of who they are speaking to and what their target audience needs.

Besides being aware of their audience, PPC copywriters should also have:

  • Specialization
  • Marketing Awareness
  • Polished writing skills
  • Understanding of user experience

These skills will help a writer create direct, compelling PPC ad copy. By effectively using all these skills, writers can not only reach but also convert their targeted audience.

Tips To Improve PPC Copywriting Skills

You don’t need to be the best marketing writer in the world to write a compelling PPC ad copy. If you know your targeted audience and their needs, you can improve your writing skills and guide your customers during their buyer journey.

The following are some tips to ensure that your PPC ad copy is converting the target audience into paying customers.

Conversational Conversion Writing Skills

While it is easy to go after the technical details of writing an excellent PPC ad copy, the most undervalued thing sometimes is the conversational aspect of your ad. People often cram so many incoherent words in the ad copy that their audience finds the ad hard to follow.

While writing a PPC ad copy, you should remember that you are not only writing for a search engine but for the people who will eventually become your customers. And while search engines love to see keywords in your ad copy, people will most likely prefer a conversational ad that will give them the information they want in a way they understand.

With a PPC ad copy, you directly speak to your target audience, so it is crucial to make sure that it undermines people’s interests and challenges and provides them with the answers they were consciously or subconsciously seeking.

You can achieve it by using shared language that is relatable to your audience.

In a way, the best copywriters are also the best researchers. They genuinely need to understand the terminology associated with the product or service they are trying to sell.

Incorporating terms specific to your target audience will establish trust with them, increasing their conversion chances.

Pay Attention To Details

A good ad copy is detailed-oriented. The details of the PPC ad copy should correspond to the search query for which you are writing the ad copy.

The more specific the search query (keyword), the more precise the ad.

By the same notion, less specific queries require less precise ad copy.

When you write your ad copy according to the search query’s detail, you are significantly more likely to satisfy your customer’s needs.

Call To Action

Your CTA needs to be clear, direct, and concise. Strong writing skills can make you achieve it. The CTA should also be specific in sharing what action you want your would-be-consumer to take.

Whether it is “buy now” or “enter to win,” the target audience needs to be clear about their interaction with the PPC ad.

“Shop,” “discover,” and “download” are some of the strong words that can encourage your target consumers to take the intended action.

Include Emotions

In addition to making a clear call to action, you should also inspire your customers with emotional specificity.

Emotions can be an integral part of your PPC ad copy’s success. Using words that incite an emotional response, you can persuade a person to take the next step.

A study by the IPA data bank consisting of 1,400 ad campaign case studies shows that ads containing emotional content outperform their rational counterparts by twice the margin.

The following are the top-ten emotions to evoke while writing a PPC ad copy:

  • Excitement
  • Delight
  • Affection
  • Happiness
  • Hope
  • Surprised
  • Joy
  • Interest
  • Pleasure
  • Amusement

The best PPC ad campaigns harness emotional power, so make sure to include emotionally charged language in your PPC ad copy.

A Good Arc

Every good story follows the established arc consisting of a beginning, a middle, and an end.

These principles should not only apply to storytelling, but you should try to adopt them in every piece of writing you undertake.

Whether you are writing a tweet, an Instagram post, or a PPC ad copy, it should have a clear beginning, middle, and end.

This pattern exists in every good piece of literature, so consumers naturally associate it with quality. When you employ it in your PPC ad copy, a familiar structure will allow your audience to interact with the ad in a known way.

Using a good arc is crucial to give the reader a concise path to follow, which ends with a compelling CTA.


The tips mentioned here can help you create ads that can outperform your competitors and give you a creative edge in drafting other marketing copy.

As you get more comfortable with these writing practices and start implementing them in your work, you will see your PPC ad campaigns perform better than before.