The tips I am going to share below will help you in that.

PPC ads writing tips

1. Do not be verbose. Sometimes saying less actually creates more impact. What could be more effective than Nike’s Just Do It, and Apple’s Think Different?
2. Add powerful call to action in the body of a PPC ad.
3. Do not use your PPC ad as a sales engine. It will prove to be very ineffective sales engine. I would recommend you to use it as a hook to pull visitors to your website. The single goal of your ad should be to make visitors click the ad. Leave rest on your website’s copy.
4. If you are a B2B wholesaler, use the order size so that people looking for one piece do not click and waste your money. You can say something like, minimum lot: 1000 pieces, or no retail inquiry, etc. Including lot size is a nice strategy to keep B2C customers from clicking your ads.
5. Write multiple versions of a PPC ad, and send all live, do the testing, and keep the ones that converts well.
6. Use action words and active voice. Do not use passive voice in your PPC ads. It will not get you desired result.
7. Flaunt awards and recognitions, if they matter to end users.

These are some key rules of writing PPC ads. Do not tamper with any of the above. You will soon see the result.

Well, the answer is that not all the copy writers are cut to be equal. Some of them are far, far better than the crazy wannabe-copy-writer jerks out there, and rest of the aspirants are just that — aspirants.

Like copywriters, not all the website copies are equal. Quite a many websites — more than anyone can overlook — have badly written copy. They openly seem to violate the basic rule of copy writing, and most of the elements of a good website copy seems missing from there.

What are the elements of good website copy?

A website copy has to have the following elements ingrained into it. Mess with one of them and you will ruin your chances of getting conversion.

1. Snappy, catchy headline to attract viewers’ attention.
2. High quality relevant image to give fodder to people who think visually, and content for image-search.
3. Explanatory body copy to build on the promise made by the headline. The body copy with the help of relevant images will build desire.
4. Powerful call to action button and words at appropriate places.
5. Keyword rich headings and sub heading.
6. Attributes and benefits listed at bullet points.
7. Different font styling — different font sizes, color, attributes (like bold, italic, and underline, etc.).
8. Trust seal, and other trust factors.

You should judiciously use each one of the element in the website copy that you write. You should also add testimonials in boxes on the home page and other relevant pages. Testimonials work wonder because it is third-party endorsement of the services you are promising to offer. Another thing that you should keep in mind while writing website copy is that you are writing it for human being not for search engines, so do not stuff the pages with keywords.