Mita Varsani

Account Coordinator
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Writing effective PPC ad copy for a better ROI

Writing effective ad copy is one of the most important components of a successful pay per click (PPC) campaign. Your ad copy should be enticing enough for people to click through to your landing page and ultimately make a purchase.

Taking time to create relevant, compelling and strong ad copy with a clear call to action (CTA) will help you stand out against your competitors. It will increase click-through rate (CTR) as well as assist in rewarding you with a healthy quality score and strong return on investment (ROI).


Consider these 7 simple tips to help you create effective PPC ad copy for a better ROI: 

1. Include keywords in your ad copy

Using strong performing keywords in your ad copy is a great way to capture your customer’s attention. It also ensures that your ad copy remains relevant with your keywords and to your potential customers.


2. Emphasise your unique selling point (USP)

In order to set yourself apart from your competitors, it is essential for you to highlight why customers buy your product or service within your ad copy. Emphasise some of the key features and unique qualities about your product or service and be specific by using compelling action words.


3. Have a clear call to action

Having clear CTAs within your PPC campaign’s ad copy conveys a sense of urgency for your visitor to click on your ad. The simplest examples of CTAs are “Buy Now”, “Order Now”, “Learn More”, or “Save Today”. These are common examples of action words you can use to empower your potential customers to click on your ad, and getting them to think about the next step once they arrive on your landing page.


4. Use ad extensions

Ad extensions are a great way to communicate additional information about your product or service, as well as direct customers to specific and relevant pages on your website. Enhancing your search ads with ad extensions such as: sitelinks, enhanced sitelinks, call extensions and image extensions can drive further quality traffic and improve click-through rates to your campaign. The additional links can take up more space on the search engine results page (SERP), which enables your ad to appear more prominent and stand out against your competition. This is especially evident for image extensions, where you’re able to showcase your products by uploading 6 images alongside your ad copy (see image below for an example of ad extensions, including image extensions).



5. Create target specific ad groups

Creating smaller, very targeted ad groups within you PPC campaign ensures you’re writing ads and grouping keywords that are highly relevant. This approach will enable you to have better control of your traffic quality and performance, as well as assist in identifying quick optimisation opportunities, leading to a strong ROI.


6. Landing page relevancy

Once you have created the perfect ad copy, make sure you adopt a similar approach with your landing page. Remember, relevancy is key. Therefore, using strong keywords in your ad copy, destination URL and landing page ensures your campaign remains relevant throughout all components. This in turn will reward you with a high quality score, enabling you to compete for ad rank. Learn more on landing page relevancy.


7. Testing your Ad Copy

Testing your ad copy is imperative. Review your content for spelling and grammatical mistakes. This might seem very obvious, however, it’s the small mistakes that are sometimes overlooked. Check for errors within your destination URL, make sure the URL takes the visitor to the correct page on the website and the experience is seamless. Lastly, the Bing Ads Team perform ongoing reviews to help you get your ads active. Learn more on Bing Ads policies and editorial review.


Once you have created your ad copy, start to analyse how the ads are performing by assessing the impressions, CTR and quality score every 4 - 6 weeks. Continually reviewing the ad metric performance as well as checking ad content for relevancy, is just as important in helping you optimise your ad content for ongoing success.

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Importance of Landing Page Relevance for PPC Campaigns

Landing pages are often overlooked by PPC advertisers when optimising PPC campaigns. The question arises, why are landing pages an important component of your PPC campaign? 

In order to enjoy strong conversion rates for your PPC campaigns, it is important to design an effective landing page that is highly relevant, compelling and has clear call to actions (CTAs).   

Your landing page is the first page Bing users will experience following a click to your ad. Therefore, it is very important to design a seamless experience for your visitor, from informing them through the initial search process on Bing for your product or service, to empowering them to make a decision to click on your ad, and finally compelling them when they arrive on your landing page to buy your product or service. 

It is therefore, vital you pay close attention when choosing your keywords, writing your ad copy, making sure your landing page URL is relevant and adheres to Bing Ads Editorial Policy, and finally deciding on the content for your landing page. All components need to remain highly relevant throughout, making sure you keep the content consistent and continue to utilise the keywords that best describe your product or service on your landing page. Remember, high landing page relevancy is the end goal, and designing a highly relevant landing page will also contribute towards rewarding you with a high Quality Score and speed up the Editorial Review process.

As a starting point, the following five elements, will put you in a good stead with fine tuning your message with relevancy in mind and creating landing pages that convert visitors into customers.


1. Effective headline

  • Spend time on choosing the right headline for your landing page.
  • Keep it short, concise and informative.
  • Ensure you keep the headline relevant with the message and content used in your ad.


2. Sub Headline

  • The sub headline gives you the opportunity to hold your visitor’s attention.
  • Use this opportunity expand on your main headline and provide your visitor with more information.
  • Again, use content that is relevant and is consistent with your ad copy.


3. Call to Action

  • The CTA is generally the last action the visitor takes, converting the visitor on your business goals.
  • Therefore, ensuring you have strong CTA is a very important step towards creating an effective landing page.
  • Your CTA should be highly visible and compelling, enticing your visitor to the next action in the conversion process.
  • Placing the CTA high on the page with good use of colour is a good approach to take. This ensures the visitor doesn’t have to scroll down the page and look for the next action to take.


4. Visually appealing

  • The use of pictures is a good way to add colour and ensuring your landing page is visually appealing and easy on the eye.
  • Visitors should be able to digest the information quickly and easily.
  • Too much content can leave your landing page looking cluttered and too busy, resulting in your time poor visitor to click back and click on the next ad.


5. Trust indicators

  • Having a “help”, “contact us” or “support/FAQ” button is an effective way in building trust and confidence amongst your visitors.
  • Other ways you can take advantage of trust indicators are to incorporate testimonials, case studies, security certifications, and any other guarantees that relate to your product or service.
  • Incorporating trust indicators gives your visitors peace of mind and more confidence in converting based on your business goals.


Finally, it is always a good idea to continually test your landing pages, to see which versions yield the highest conversion. You can test multiple components of your landing page or just one. Run A/B test, change copy, visual content and call to actions to see what performs better with your visitors.

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