How do I create an effective paid search ad?

Learn to use good ad copy and call to action: 90 second video


To write good ad copy for paid search you need to put yourself in your visitors’ position and make sure you’re answering their search query with clear text in you ad copy followed by a tempting call-to-action.

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Hi, I’m Brian O’Grady from Search Warrant Online Marketing, your boutique digital marketing firm. If you’ve questions about paid search advertising, we’ve got answers. Here comes our video blog series for people just like you.

Sean Rucko: So, when writing good ad copy for paid search, it’s important to think about the user and their process in obtaining information from the search engine. So, putting yourself in their shoes, are you able to answer their search query? Whether it’s a question they’re asking, whether it’s something they’re looking for, obviously there’s a piece of information that they don’t have available that they’re looking for.

So, there’s different variables that you can introduce into ad copy that are going to have a healthy contribution to your overall click-through rate. These can include hours of operation, pricing information, locations – and it’s also very important to include kind of a next step, commonly known as a call-to-action.

This is kind of encouraging the next step of the sales process. So, you want to make sure you’re providing the user with a clear instruction or intent of where you want to take them next – whether that is to sign up for a free trial, to subscribe to a newsletter. Maybe it’s just a click-to-call phone number. Anything that’s going to provoke a conversion for you is – in this industry – considered a win.