How To Write High Performing Paid Search Ad Copy For Your E-commerce Business

If you want to spend your money in more beneficial ways on pay-per-click (PPC) for your e-commerce business, your ad copy is critical. Eye-catching headlines, compelling ad copy, and calls to action that get a buyer moving are all key parts of high-performing paid search ad copy. That might sound great, but how do you go about that? Let’s dive right in.

How to Write High-Performing Headlines

Having a compelling ad headline can be the difference between a qualified click and a scroll past your website. Below we will break down a few tips to help you write ad headlines your prospects won’t be able to resist. 

Add Keywords: Users are entering specific search queries because they understand exactly what they are looking for. Adding those keywords to your headlines can make it easy for your prospects to identify if your business can fill a need they have. Make it as easy as possible for your user to find what they are looking for. 

Simple Questions: If you are able to ask the searcher a question in your headline, this can help increase your conversion rate. 

Solve Your End-Users Problem: It is important to remember people do not want to be sold, instead they want to have their problem solved. Include a message on how your product alleviates an end-user’s pain point. 

Highlight Statistics and Numbers: Empirical evidence is highly influential. Data can build trust and signals to your end-user that you are highly knowledgeable in the industry. 

How to Write High-Performing Ad Copy

High-performing ad copy incorporates keywords whenever possible. Ads bold keywords whenever they are included in the ad copy. This is a quick signal that indicates your ad is relevant to the user’s query. 



It is also beneficial to have ad copy be as specific as possible to the way your users search. For example, if your users use the keyword “shoes”, use the word shoes in your ad copy. If the user types in “women’s running shoes”, then you will want to match that specificity to remain relevant. 

How to Write High-Performing Calls to Action (CTA)

It is important to include a call to action in your ad copy. This will indicate to your end-user what you are looking for them to do. This simple addition can help frame the future visitor experience. 



Visible CTA: Ensure your CTA is included with your ad. This can be found in the headline or description.

Clear Benefit to CTA: Clearly indicate what you want the end-user to do will help them understand how you want them to interact with your brand. Examples may include: save $10 when you buy today, book today and pay later, or get your first month free.

Create Urgency: Users want the best offer and they are willing to shop around until they find it. Creating a sense that your best offer is limited will help encourage users to act on your offer. The word “now” is used often, so pairing it with a description of why it is necessary will be beneficial. For example, “Book Now – 24-Hour Sale” indicates the end of the deal.

Now that you know a little more about writing powerful headlines, ad copy, and calls to action, you’re well on your way to high-performing ads. Still, help from a team of experts can only help you more. So, if you’re looking for some help with your PPC, schedule a free consultation with us today, and let’s see what we can do for your business!

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