Chapter 7: How to Produce the Best PPC Ad Creative to Attract Prospects

 

Everything You Need to Consider When Embarking on a PPC Campaign

Chapter 7: How to Produce the Best PPC Ad Creative to Attract Prospects

 

Everything You Need to Consider When Embarking on a PPC Campaign

Creative

 

The benefit of clearly describing a strategy for your PPC campaign is that it can feed into and inform the creative. Particularly when it comes to building PPC adverts with our various structural considerations around where we place key points: header, ad copy, ad extensions – where does everything go?

 

In a nutshell, we want to do the following:

 

  • Consider the objectives & audience
  • Create text and visual adverts
  • Create at least two of each advert to compare results
  • Trial different call to actions (CTA) on your adverts

 

In practice, we also want to work on the following as a minimum to determine where to best communicate our message:

PPC Strategy Guide

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Title

our main click to action/s

(CTAs)

Ad Copy

the main content

Call Outs

25-character bullet points

Site Links

25-character links to specific pages

We typically craft all of this into a document first so we can ensure the right messages go in the right place. Typically, features and benefits work well in call outs and important secondary pages work well in site links, but given the limited character allowance, we sometimes have to be a little creative with how we best structure our ads.

 

Great advertising is built on great creative, so ensure you spend as much time here crafting solid advertising messages as you do on the strategic and structural elements of the campaign.

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If you have any questions or would like some advice, please drop us an email via the link below. We offer a free 30-minute consultation in which we analyse your requirements and provide you with a strategy to get started.

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