Mastering front-end PPC: crafting compelling ad copy

Written by Louis - 20/04/2024

If you are looking to craft interesting and creative ad copy, then it is likely that you are already familiar or have some understanding of marketing. One of the more popular marketing strategies these days is PPC, in this blog we’ll cover front-end PPC ad copy and its best practices. Front-end PPC would refer to the customer-facing details and different ad types of a pay-per-click campaign like video ads, search engine ads, and shopping ads.

Compelling ad copy is an important part of the front-end PPC process, as it contributes directly to the likes of higher CTR, conversion rates, ad positioning and an improvement in quality score. Ad copy is important to potential and returning customers as it allows a business to build up and maintain a relationship with them through valuable and clear information. Good ad copy helps to guide users through the customer journey and decision-making process, resulting in an increased chance of products and services being sold or provided.

In order to produce ad copy that’s gripping and interesting for consumers, writers need to consider the audience and understand exactly who is being targeted. Factors like demographics, interests and goals are to be considered, as this will help to structure what is being offered.

Before anything else, there should be a well-structured headline that is direct and eye-catching. As it is often the first thing that audiences will see, it is important that readers are drawn in. This can be done by using simple and powerful language, or by asking questions to create an urgency for the reader.

The ad copy should also be kept clear and straight to the point. The average attention span of a consumer is 8 seconds (, 2021), therefore, if what they are reading is swaying from the topic due to unnecessary information there is potential for consumers to lose interest. However, it should be noted that persuasive language should be used – particularly language that will spark emotion and action from the audience.

Within the ad copy there should be calls to action (CTAs) included, whether it is asking the audience to sign-up to email updates, or it is asking them to buy a product or service. In addition to this, the ad’s copy should also include the benefits of the products or services that are being advertised, and how beneficial it would be for potential customers. It’s also worth mentioning previous reviews to solidify the legitimacy of what is on offer. Drawing attention to the unique selling points (USPs) pairs well with the CTA in the writing, as the USPs will be describing what sets your products and services apart from competitors in the market.

In regards to the overall awareness and visibility of the ad copy, pinned headlines within Google Ads are an effective way to achieve this. Pinned headlines will help ads, and in turn the written copy, by making sure that the most important pieces of information are visible; This helps businesses to draw in potential consumers to their website and therefore convert into potential sales and a higher click-through rate (CTR).

The front-end of a PPC campaign demands compelling and effective ad copy in order to achieve a high CTR, better ad position, and ultimately, more conversions. Gaining and maintaining appeal through your copy, across headlines, descriptions and assets is vital to the success of your campaign, with all language remaining clear, concise and utilising the on-screen real estate you have available. By including CTAs, USPs and pinned headlines in the ad copy, the chances for products and services to be successfully sold drastically increase.

At Website Design Ltd we have a lot of experience in various industries, bringing them success through the use of the methods mentioned in this blog – Reach out to us today to see how we can help your ad copy and positioning.