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Free Tips for Writing Good PPC Ads

Pay per click (PPC) is one of the best ways to advertise your site online. However, webmasters who know how to write good ppc ads are the ones who get the most traffic for their websites.

In this post I will give you some free tips for writing ppc ads.

Most visitors read ONLY the Title of the Ad and decide whether to click or not. So, you must ensure the Title of your ad is very effective. How can you make it effective?

One of the best ways to make it effective is to include your keyword in the Title of the Ad. There are two ways to do it.

1. Write the keyword be in your Title. The problem with this method is that it’s not feasible if you have hundreds of keywords that are names of different products offering the same kind of service. You may need to write hundreds of ads for hundreds of keywords.

Lets take an example. An online retailer of mobile phones may be selling mobiles of different companies at low rates. In the above scenario they may have to write different ads for each brand i.e. Nokia, Samsung, LG, Motorola, Sony Ericsson etc. Something like this:

Keyword: Nokia
Ad Title: Buy Nokia Mobile at Low Rates

Keyword: Samsung
Ad Title: Buy Samsung Mobile at Low Rates

Keyword: LG
Ad Title: Buy LG Mobile at Low Rates

Keyword: Motorola
Ad Title: Buy Motorola Mobile at Low Rates

Keyword: Sony Ericsson
Ad Title: Buy Sony Ericsson Mobile at Low Rates

Note that all the titles have similar text except the brand name. There is way to write ads where the keyword can be inserted in the ad text dynamically. This is the second way to insert keyword in the Ad Title.

2. Insert the keyword in the Ad Title dynamically. How to do it?
Lets take an example. Let the keywords be red, green, blue and white.

Dynamically inserting keyword in the Ad Title:

Get {Keyword: Red} for $10

When the keyword searched will be “red”, the Ad Title displayed will be:

Get Red for $10

When the keyword searched will be “green”, the Ad Title displayed will be:

Get Green for $10

When the keyword searched will be “blue”, the Ad Title displayed will be:

Get Blue for $10

When the keyword searched will be “white”, the Ad Title displayed will be:

Get White for $10

Note that only the keyword has been inserted dynamically, but the rest of the text remains exactly the same.

Please also note:

Buy {keyword:black and white} at low rates
will result in showing the keywords in lower case:
Buy black and white at low rates

Buy {Keyword:black and white} at low rates
will capitalize first character:
Buy Black and white at low rates

Buy {KeyWord:black and white} at low rates
will capitalize first character of all the words:
Buy Black And White at low rates

Buy {KEYWORD:black and white} at low rates
will show all characters in upper case (please refer terms and conditions of the pay per click search engine before trying this):
Buy BLACK AND WHITE at low rates

You must be thinking why you should insert the keyword in the title? The reason is obvious – when the Ad title contains the keyword a searcher is searching for, they think the site contains some info about the product or service they are looking for. So they click.

Another reason is that the search engines bold the text that matches the words searched for. This does a double whammy effect. The keywords present in the Ad Title plus its bold. Naturally these ads get more clicks.

NOTE: If possible include either dynamically or manually the keywords in your Ad Description too. This will help you to get even better click through rate (CTR).

Another good idea is to use words that describe action. For example – Get, Fast, Increase, Decrease, Create, Buy etc.

A sense of emergency too can help you to get more clicks and increase your ads click through rate. You can use words like Today, Now, Offer ends on x date, etc.

If you can offer a solution to the problem of the searcher, they are most likely to click on your ad.

For example:
Get a branded shirt under $50.
(Problem: Not enough money to buy a shirt above $50. Solution: a branded shirt within budget)

Reduce 10 kilos in 40 days or money back.
(Problem: Want to reduce weight. Solution: Will reduce weight, else money refunded)

Low cost personal loans – bad credit ok
(Problem: Want a low cost personal loan, but has a bad credit. Solution: Gets exactly what he/she wants)

These are some of the strategies that work for almost all pay per click ads. Remember that these are just tips for writing good ppc ads. Once you get down in the business of actually advertising your site through PPC, you will learn a lot through personal experience. There is no hard and fast rule of what will work and what will not, but the tips here will definitely help you to get started your ppc campaign in a good way.

I want to listen from you. I will be glad if you leave your comments.

{ 16 comments… add one }
  • Pay Per Click Ads For August 14, 2008, 11:15 am

    I found this site to be good and have bookmarked it. Keep writing more about ppc. I would also like to find a site that covers pay per click ads a little more thoroughly.

  • Dilip Shaw August 14, 2008, 11:31 am

    Thanks Jeff.


  • Alex August 16, 2008, 4:01 am

    Your blog is interesting!

    Keep up the good work!

  • Dilip Shaw August 16, 2008, 6:41 am

    Thanks Alex.

  • Jeff August 16, 2008, 11:12 pm

    found your site on del.icio.us today and really liked it.. i bookmarked it and will be back to check it out some more later ..

  • Dilip Shaw August 18, 2008, 5:56 am

    Its great to know you found my site on delicious.com

  • Jefferson August 20, 2008, 6:22 pm

    Thank you. You have helped someone more than you could know….

  • maeva October 2, 2008, 10:36 am

    Once things start going right, you could be asked to bring some proof.

  • Jim Spence October 10, 2008, 8:34 pm

    Great stuff on ppc. I would like to know about other search engines like miva, lycos, 7search, kanoodle, AdBrite etc. How good they are?

  • Dilip Shaw October 19, 2008, 6:12 am

    I don’t know about AdBrite, but please STAY AWAY from the other search engines that you have mentioned. They will mostly send junk traffic. I would suggest you stick with the three major ppc engines – Google AdWords, Yahoo Search Marketing (YSM), and MicroSoft AdCenter.

  • freemobile June 24, 2009, 9:20 pm

    thanks for this im adding this blog to my twitter.

  • Eagan November 16, 2009, 5:21 pm

    Carefully selecting your words and strategically placing them on a page to create impulsive reactions from the reader can lead to a direct sell.

  • Hipolito M. Wiseman November 17, 2009, 2:02 am

    Hi, I can?t understand how to add your site in my rss reader. Can you Help me, please 🙂 I really want to read your future posts.

  • Dilip Shaw November 17, 2009, 4:46 am

    Please go here and subscribe:


  • Nancy July 12, 2013, 3:11 pm

    Hi! This is kind of off topic but I need
    some help from an established blog. Is it tough to set
    up your own blog? I’m not very technical but I can figure things out pretty fast. I’m thinking about making
    my own but I’m not sure where to start. Do you have any tips or suggestions? With thanks

  • Dilip Shaw January 21, 2014, 7:16 am

    Do some research, Google it and read this blog. There is plenty of information for free. You should be able to start your own blog.

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