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Important Initial Lessons In PPC Ad Copy Composition

By Maria Cohen

Precision is the key factor to writing effective ad copy for your pay per click campaign. Getting the basics right will help you build a solid foundation for long term success. Keep reading to learn some tips for how to craft good PPC ad copy.

Get in Your Customers’ Shoes: Making the effort to think like your target audience will help you convince them to click on your ad and take some action. When writing ad copy, you need to keep the preferences of your target audience in mind. You can consider how to target your ad to your target audience once you’re clear about who you’re targeting. Your ideal customers will be golfers looking for new clubs, for example, if you’re selling golf clubs. Picture the needs/wants of your prospect and hold it in your mind while you’re creating your ad.

Be Timely: Your ad copy should clearly reflect what is currently available to your readers. In other words, running out of inventory while your ad campaign is still kicking is not a good idea. You need to update your copy any time there are any changes. Many advertisers end up losing lots of money by not focusing on this one factor. If your inventory runs out then simply pause the campaign and change your copy; keep it timely. You won’t need to worry about this as much, however, if you’re selling a product that has an unlimited supply such as an eBook.

Naturally you are doing this with PPC because you want the person to do something. So if you want people to act on your ad then include an effective call to action in your ad copy that clearly explains your prospect what he/she needs to do. This call to action can be as simple as “learn more” but as long as it gives a fair idea to your prospect as to what needs to be done, it’ll work.

If you want to learn how to write great PPC ads, then study the ads of other people and watch what they do. Experienced copywriting pros will be able to do this with minimal effort. There can be some enjoyment out of doing this exercise, and it is something you should practice doing. We suggest you learn much more about this because it will only make you a better ad writer.

One thing you need to realize concerning this discussion about make money on the internet is it can become as effective as you want; it depends on how you scale your promotions.

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Article Citation
MLA Style Citation:
Cohen, Maria "Important Initial Lessons In PPC Ad Copy Composition." Important Initial Lessons In PPC Ad Copy Composition. 17 Oct. 2012. 1 Nov 2014 <>.

APA Style Citation:
Cohen, M (2012, October 17). Important Initial Lessons In PPC Ad Copy Composition. Retrieved November 1, 2014, from

Chicago Style Citation:
Cohen, Maria "Important Initial Lessons In PPC Ad Copy Composition"

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