Building an Effective PPC Ad

The text of a PPC ad is a critical part of a successful PPC campaign. Most users decide whether to click on an ad in a few seconds or less. For this reason the ad must be relevant to their search, show why your services benefit them, and have a compelling call-to-action(CTA). That is a lot to ask of three lines of text, but fortunately there are several simple and universal guidelines.


To get clicks on your ad, you want your ad to be relevant to the user’s search. If you offer them exactly what they are looking for the battle is half over. Google also gives preference to highly relevant ads in the Quality score. Quality score and max cost-per-click are the factors Google uses to determine the position of ad on the page. You can get a better position without spending more money by creating relevant ads which also improves the ad’s click-through-rate (CTR).
The simplest way to do this is to include the keyword your user is searching for in your ad headline. For example a search for “Podiatrist in New York City” should include some variation of those terms, such as “Top New York Podiatrist,” “Top rated NYC podiatrist,” or “New York City Podiatrist.”  Ad headlines are limited to 25 characters.

Building an Effective PPC Ad

What Makes You Different?

Why choose your ad over the other s displayed for the search? This is where you let them know what makes you unique. Open 24 hours?  Introductory  discount? 25 years in practice? These are all ways of standing out and can make the difference in whether your ad is chosen.


Once you have their attention you need to close the deal. Having a call-to-action with a compelling element, such as an offer, is the next element. Make this the last line of the description as only this will be shown under the headline for ads at the top of the page. Examples are “25% Off First Exam, Act Now!,” “Instant appointment, Call now!,” and “Pain free therapy, Get started now!.”

Display and Destination URL

The display URL is the URL displayed in the ad and the destination is the URL it directs to. This is useful for having a clean and easy to read URL in the ad, while having the longer link including any variables or tracking tags hidden. The domain for the display and destination MUST be the same or Google will disapprove the ad.

Using Ad Rotation for Automatic Testing

The best way to test ad effectiveness is to try different variations. Fortunately, testing this is easy. For each ad group, you can create multiple ad variants, trying different headlines, calls-to-action, etc. AdWords rotates these and gives preference to those with the best click-through-rate (CTR). Once you have data, you can try combining different variants for the most effective combination of headlines, descriptions, and calls-to-action.

Closing Points

Follow these basic rules for effective ads and you will have a better performing ad than most of your competitors.
•    Keep it simple, users will decide in seconds (or less) which ad to choose
•    Be relevant, include the search keyword in the headline
•    Be different, explain what makes you stand out
•    Close the deal, put a call to action in the last line, give them a reason to click
•    Test and optimize, create multiple variants and learn from the results of ad rotation
Don’t have time to hassle with setting up and managing online paid ads for your business? Call 1-800-IMATRIX to get a free, personalized paid advertising consultation for your business.

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