How to write a good PPC ad Part-IIf you are working in the digital marketing space or is intending to join soon, writing PPC ads issomething going to be a regular part of your job. PPC stands for Pay Per Click. It is an internetadvertising model and is indeed one of the most beneficial one for a business. In this kind ofadvertising, the publisher i.e. an website owner publish the ad in their page and gets paid by theadvertiser when it get clicked redirecting the user directly to the advertiser's website.

You must have been thinking that what's so special about writing an ad. Well, if you are new to thisworld, this question is quite meaningful and if you are already one in the journey, you alreadyknow what is the main challenge in writing a PPC ad. Yes, it's the constraint of word limits.

PPC ad allows only 25 characters for the title, and 35+35=70 for the description. That is 35characters for the first line description and another 35 for second line. Expressing you USP andtherefore your product efficiently in such a small space often becomes to strangulating. However,we can't help it and have to find a way out.

I personally have collated and formulated certain tips that are helping me out in my endeavour andare performing quite well. So, I thought of sharing the same if it can be of any help to the fellowwriters and the budding ones. Check out my tips here and also do not forget to share yours in thecomments below:

1. Know your product well- This point is something very common and all know this. But still I amwriting it because my write-up is also for the budding writers who are still new and are yet notfamiliar with this roller-coaster ride of being a commercial writer. Many a time, the demand ofproducing copies are too high and we end up not researching a product thoroughly before writingand advertising it. It may lead to wrong info and also may create problem with the word limit as

there is a tendency (at least with me) to talk a lot to establish a thing that I myself is not so familiarwith. If I know the product to the core, many a descriptions can be easily amalgamated to one andthe characters can be brought down. So know your product well. Make a quick yet thoroughresearch atleast for the matter you are gonna advertise. Say you are writing an ad for a garmentcompany who wants to create a ppc for selling palazzos. Atleast know what's a palazzo, what is itscost or the cost range, what's so unique about the palazzos from this company or if the company isproviding some special discounts or rebates for it or what is that one (or two) particular thing thatthey want to tell or sale via this PPC. For more than two points, I advice to create two or moreseparate PPCs.

2. Be direct and exact- Now that you have already known your product, its time to zot down. Bestraight and direct (in any way you will not find much space to be creative). Tell what you want tosell directly in our title. It is also a better idea to tell the discount fugures or costs right in the title.That naturally generates more clicks. Say “Palazzos, 20% off-Buy now” is a better choice than“Stylish palazzos-Buy now”.

There are some more tips that will be discussed in my next post. Have a great day and stay tuned!