How To Enhance Your Writing Abilities For Compelling PPC Adverts

Marketers and business owners know the inherent value of PPC ads. With 64.6% of consumers interacting with Google ads when shopping online, it's no wonder that PPC ad creation is growing exponentially.

While you may have been doing your keyword research, knowing your budget, and testing A / B relentlessly, your PPC campaigns may still miss the desired target.

How can you create PPC ads that stand out from the crowd in such a saturated market?

Strong, compelling writing skills. These should be encouraged in order to generate conversions.

The importance of good writing skills for PPC ad copy

Both Google and Bing reward superior writing with higher quality scores, which gives you better visibility and a lower cost per ad.

While lower cost is always a good thing, audience reach and interaction are the real importance of good writing skills for PPC ad copies.

With limited space available, you will need your PPC ad copy to grab the audience's attention and hold that attention long enough to get the desired response to your CTA.

What component of your ad attracts and holds this important attraction?


You need to make sure that your copy does three things: work hard enough to get the initial attention of your desired audience, point out a specific pain point or need for that audience, and provide a clear, actionable CTA.

Without these three factors compelling on the site, your PPC ad copy will most likely be lost to the airwaves of the internet.

How can you identify "good" writing in PPC and ad copy??

To learn how to improve your own ad writing skills, all you have to do is find existing ads that have served their purpose.

Maybelline example:

Screenshot of Maybelline PPC Ad Copy Writing Skills

Here the purpose is simple: buy the Maybelline BB cream.

The writer guides the viewfinder through a clear and concise copy of that desired action.

The copy also relies on the emotional promise, "A good skin day every day," which promises an ideal vision.

From choosing the CTA to the product description, to harnessing emotions via the value proposition, this PPC ad is a lesson in strong writing skills.

Example of a field company:

The Field Company PPC screenshot writing skills

At the other end of the range is an ad for a Field Company cast iron pan.

This is also about driving a purchase. However, this ad is missing essential components to be successful.

This ad lacks a strong CTA and doesn't make a clear bid for the seeker's next step.

While the author attempts an effective emotional trigger by sharing the organization's family-run background, this information isn't as compelling as the Maybelline advertisement.

While these two ads offer completely different products to customers, they use the same writing skills to sell their product and rely on language to attract, keep and ideally convert.

Write Skills PPC Copywriters Should Have

Above all, the successful PPC copywriter must be very familiar with his target group.

Successfully identifying this audience and having a deep understanding of their wants and needs are an essential part of success.

You may be the best writer in the world, but without a clear understanding of who you are talking to, it doesn't matter what you say.

In addition to being audience aware, PPC copywriters should have:

  • Understanding the user experience
  • Polished writing skills
  • Marketing awareness
  • specialization

These four writing skills help you create straightforward, compelling content. By leveraging all of these features, authors can not only reach their target audience, but transform it.

5 Tips to Improve Your PPC Text Writing Skills

One of the best ways to improve your writing skills is to make sure your copy speaks to what users are looking for during their buyer journey. Here are some of the key ways to ensure that ads are converting into paying customers as you write.

1. Skills in writing conversational conversions

While the tips below cover all of the more technical aspects of improving writing skills for creating PPC ads, the most important factor to consider is your audience.

You are speaking directly to a target person so you want to make sure that the entire crafted copy highlights that person's interests and challenges and solves the question they were consciously or unconsciously looking for.

This can be achieved through the use of a shared language that is specific to your audience.

In this way, the best writers are the best researchers. You really need to understand the terminology of the product you are trying to sell.

By including terms that are specific to your selected audience, you create a silent relationship with your audience and build trust and interaction.

2. The devil is in the details

Good writing is in the details. Whether you're writing a CTA or creating an ad in response to a history of searches, you need to be specific and detail-oriented.

As you improve your ad copy writing skills, you want to make sure that every search is done at their level of detail.

The more specific the search, the more precise the display. On the same principle, the less specific the query, the less specific the copy is.

Every time a search is queried, a prospect identifies what they want.

Once you determine the level of detail there is and respond to in-kind contributions, the infinitely more likely you will meet that customer's needs.

3. Create a call to action

Your CTA has a lot of work to do in your PPC ad copy.

It should be clear, direct, and precise. These conditions, all of which are based on strong writing skills.

Do you remember details? They are important here too. Your CTA should specifically state what your intended action is for the potential consumer.

Whether it's "Read Now" or "Participate to Win," the prospect needs to be clear on their next interaction with the PPC ad.

To help raise awareness of this next step, start your CTA with a strong action word.

"Download", "Buy", and "Explore" are just a few examples of many verbs that can encourage your audience to take the action they are intended to take.

4. Emotional charge writing skills

In addition to the specificity of the action, it is also important to inspire your audience with the specificity of the emotions.

Everyone knows that emotions can influence advertising success.

By using words that evoke excitement or emotion, you are triggering a reaction in your audience that takes them to the next step.

A buffer analysis by IPA dataBANK, which contains 1,400 case studies of advertising campaigns, found that campaigns with emotional ad content performed twice as well as their rational counterparts.

Here are the top ten emotions that can arise when writing ad copies:

List of ten emotions that trigger a response to readers' writing skills

The best advertising campaigns use this emotional power. So make sure your copy contains emotionally charged language.

5. The art of the bow

Every good writer knows that every good story has a beginning, a middle, and an end.

This principle should be present not only in the narrative but also in every scripture you perform.

Whether you're making a tweet, Instagram post, or PPC ad, your copy should have a clear beginning, center, and ending.

As consumers, we have been taught this structure since childhood, so it's a pattern we're used to seeing.

If used in your PPC ad copy, create a familiar structure for your audience so they can interact with the ad in a familiar way.

This familiarity is beneficial as it provides the reader with an intuitive path that ends with the action explicitly stated in your expertly crafted CTA.

3 Tools to improve PPC and ad writing skills

There are numerous resources available if you are looking for more tutorials on how to sharpen your writing skills.

The Hemingway app helps identify clunky or overly complicated sentences so that you can make your copy more precise and direct.

Try Copyhackers' free Conversion Copywriting 101 course, which will teach you how to prioritize purpose and conversion while writing, regardless of medium.

Check out the CoSchedule Headline Analyzer to improve your headline skills. This tool allows you to tweak your blog headings for maximum performance and also work for ads.


The tools and tips highlighted in this post can help your ads outperform those of your competitors and give you a creative edge in making other marketing copies.

As you become familiar with these writing practices and apply them in your work, you will find that your PPC ads perform better than ever.

Ultimately, with the exercise comes the success of PPC.

What's the best PPC ad campaign you've seen?