If you’re already a pay per click advertiser, you will (hopefully) know the importance of writing good advert text. Knowing this and then being able to take an objective view of your current text is a big ask. Because Google takes click through rate and advert relevance into account when determining position awarded and the cost you pay per click, it’s vital that each ad ticks a number of boxes and is regularly reviewed to confirm it is still in the best possible shape it can be. Read More About Improving Your PPC Ad Text

First and foremost, you must forget the search engine. Regardless of what you hope to sell, the budget you have to market it or the search platform you choose, the advert must be compelling to the end user. Creating a formulaic marketing message that meets all search engine criteria while leaving your target customer cold is a fruitless exercise. As with search engine optimization, the focus when writing good advert text should be the person wielding the credit card and therefore the power, not a web bot performing pre-coded functions.

With the needs of your perfect client in mind, you can then turn your attention to the technical. Respect that fact that the advert must be compelling in order to attract a good click through rate (CTR). It should also be relevant to the ad group that it serves in order to target meaningful traffic. This rule of thumb will save money by cutting down clicks from users expecting to find something other than the information they are eventually presented with. The advert must also include keywords in the title and in the text itself in order to comply with AdWords quality score guidelines.

Taking all of that into account, your pay per click advert must convince search users that your site can deliver the product or service they are seeking at a better price and greater convenience than competitors’ ads.