Anatomy of a Great PPC Ad

March 19, 2020

PPC is an extremely useful marketing practice if used correctly. It is not difficult to produce, but if you want to get the most benefits from it, it should be done right. PPC is very competitive and you want to be mindful of how to efficiently use your budget and get more bang for your buck. 

PPC ads give you the opportunity to communicate engaging messaging to encourage traffic that will take action on your website. It’s very important to understand each of the components to ensure that you are writing ads well. 

Following the right steps will guarantee your desired success for each of your PPC ads. Being careful in each of the components that make your PPC ad makes a significant difference in its performance. You will know the effectiveness of your ad instantly.

The basics remain in including keywords that users are constantly searching, having a strong call to action, and including key differentiators that will make you gain more attraction than your competition.

Components of a PPC Ad

1. Headline

Your most important messaging should be included in your headline. This is the first piece of information that will catch people’s eyes, if they cannot find what looks like a solution to their search in your headline, they will move on to the next.

When it comes to length, you want to be clear and concise, 25 characters max.

2. Description Lines

Your description serves as a way to maintain your viewers´attention and state your solution. You want to include pertinent information that makes you stand out from your competition. You cannot forget to include a call to action.

Including keywords users are searching for in your description, can benefit you by having them appear in bold if they match what the user initially searched for.

3. Display URL

You want to have a display URL that Google sees as relevant to the user’s search query; this will help with positioning. If you do not include pertinent information in your display URL, your customer might think clicking will direct them to a homepage. 

Although you might think customers do not notice these, they do. The more relevant the URL appears to be, the more likely they are to click.

4. Destination URL

It may be an unspoken rule, but you never send users to a homepage. The destination URL has to be relevant to the ad and the keywords that were searched. 

You want to take users to a landing page and have them convert in the least clicks possible. 

5. Landing Page

This is the page that your destination URL takes your users. It is critical that your landing page is relevant to the ads and keywords. 

Landing pages are essential in PPC because they can generate a high conversion rate and provide insights and data.

Next time you are working on PPC ads, keep in mind that small changes can make significant differences. Tweak each of these components, test your ads, and see what changes bring about the most positive changes in your leads and CPC.


Maydi Hernandez

Jr. Content Writer

A business marketing graduate from Calvin University. I am passionate about business and how it can create shared value among communities and organizations through collaboration.

Side gigs: learning about different cultures, meeting new people, and YouTube.



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