Paid Search (PPC) Search Marketing

November 5, 2014 at 8:04 am

Focusing on Two Most Commonly Overlooked Areas of PPC – Writing Ad Copies and Creating Landing Pages

Ask any digital agency Philippines and each will tell you that ad copies and landing pages are critical components of a pay-per-click (PPC) strategy. However, not all agencies are exerting the optimal effort in understanding them. What more when it comes to creating them? Here are some tips on how to write an ad copy and landing page that converts.


Writing an ad copy

After determining the right keywords for a campaign, the next step is to write the ad copy. Ad copies have 5 basic elements, and these are:

    1. Headline – maximum of 25 characters
    2. Description line – maximum of 35 characters
    3. Description line 2 – maximum of 35 characters as well
    4. Display URL – maximum of 35 characters
    5. Destination URL – maximum of 1,024 characters

The target keyword or key phrase must be in the headline since this is the first line that the users will see. This is also the text that Google and other search engines will show. Make sure that a relevant title is chosen.

The product or service (or both) details must be on the description lines. Product or service benefits are usually on the first description line while the price points are on the second line. Description lines are a must so the ad will stand out among the competition or pool of ads that the engines show.

Possibly, put all the relevant targeted keywords on the ad. Don’t overdo it, however. It still needs to read natural in the eyes of the users otherwise no one will click on it.

Notice the two URLs – display URL and destination URL. Don’t be confused. The destination URL is the real one while the display URL is not clickable. Nonetheless, it is wise to put the real domain name on the display URL followed by the category after the ‘/’ symbol. The category must be relevant to the ad itself.

According to Google, “display URLs are meant to appear in your ad to give people a clear idea of what page they’ll arrive at when they click an ad while a destination URL is a specific location within your site where you want to take someone who clicked your ad.”

Don’t forget the three most important elements of an ad copy namely keyword relevance, call to action (CTA) and value. Of the three, the last one will entice the prospects to click on the ad.


Creating a landing page

Making a prospect clicked onto the ad is one thing; making him or her stay, read and explore the landing page is another. The goal of the landing page is to convert a prospect into a paid and satisfied customer. The two most important factors in the landing page are keyword relevance and ad copy.

The tendency for some advertiser is linking the ad copy to the homepage. There’s nothing wrong with it though as long as the contents of the homepage is relevant to the ad copy. For example, a user clicked a ‘cheap PPC services Philippines’ link. However, the homepage is cramped with all the digital marketing services the digital agency offers.

As such, the potential customer should be brought directly to the specific offer in lieu what the ad copy is all about, giving the user all relevant information that the user needs.

The landing page must be actionable as well. The perfect landing page gives a prospect a general idea and further information on a particular product or service. Ultimately, there should be buttons to hit or link to click when the prospect is ready to purchase or make an inquiry.



It takes a while to create a winning PPC strategy, but the points highlighted above are a good place to start. Use the tips to create strong ad copies and landing pages. Good luck!

Leave a Reply

Your email address will not be published. Required fields are marked *


You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>