[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fimportance-adwords-ad-copy":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":373,"breadcrumbs":374,"reading_minutes":187,"category":382,"head":384},"2014-09-22T13:59:49",{"rendered":6},"\u003Cp>When auditing a new client’s existing PPC account, we analyse at every level, ensuring that we understand precisely which elements are performing poorly and which areas are performing well. However, too often we find that the ad copy is one of the areas that is most often neglected.\u003C\u002Fp>\n\u003Ch3 id=\"why-is-my-ad-copy-just-as-important-as-every-other-element-of-my-ppc-campaign\">Why is my ad copy just as important as every other element of my PPC campaign?\u003C\u002Fh3>\n\u003Cp>Your ad content is the only part of your pay-per-click campaign that your target audience sees. It is responsible not only for click-through rates, but also highlights your USPs, engages your customers to take action, and promotes your brand identity.\u003C\u002Fp>\n\u003Cp>With this in mind, here are our top tips to ensure that your ad copy works best for you.\u003C\u002Fp>\n\u003Ch3 id=\"competitor-analysis\">Competitor analysis\u003C\u002Fh3>\n\u003Cp>Undertaking a competitor ad copy review is essential in creating effective ads. Reviewing competitor’s ads allows you to understand what you’re competing against, and helps you to understand how you can position your offer against competitors. Bear in mind that competitor analysis should serve as a starting point for understanding the competitive landscape and not a definitive direction for producing compelling ad copy.\u003C\u002Fp>\n\u003Ch3 id=\"content\">Content\u003C\u002Fh3>\n\u003Cp>As mentioned, your ad content is the part that directly communicates to your customer, so make sure your messaging is strong and clear. Your ad should not only be relevant to your product or service, but also to the customer’s potential search term. If it suits your business, you should also include a call to action to encourage users to interact with your ad and ultimately your website.\u003C\u002Fp>\n\u003Ch3 id=\"split-testing\">Split testing\u003C\u002Fh3>\n\u003Cp>Split test your ads by setting them up to rotate evenly, allowing you to see which copy gets the best results. Once the ads have received enough impressions, you can review which ads have been most successful and optimise them to improve click-through rates. Similar to managing other digital marketing channels, we advise to always be testing and optimising to create the most effective PPC campaign.\u003C\u002Fp>\n\u003Ch3 id=\"extensions\">Extensions\u003C\u002Fh3>\n\u003Cp>Offering helpful and relevant additions to your ads in the form of extensions not only improves click-through rates, but also makes you ad stand out in comparison to competitors. Use call extensions to ensure your customers can call you direct from your ad, or sitelink extensions to direct your customers to relevant web pages. There are a whole host of extensions available within AdWords, so make the most of them in order to attract potential customers.\u003C\u002Fp>\n\u003Ch3 id=\"keyword-insertion\">Keyword insertion\u003C\u002Fh3>\n\u003Cp>An ad copy feature that is often overlooked is keyword insertion. Essentially, this allows you to substitute elements of your ad for your users search term. Make sure your keywords are well-targeted though, or you’ll end up with irrelevent ad copy.\u003C\u002Fp>\n\u003Ch3 id=\"summary\">Summary\u003C\u002Fh3>\n\u003Cp>Whilst keywords, budgeting and bids are important aspects of a PPC campaign, it is imperative that you spend time on your ads. Regularly refreshing and updating your ad content isn’t particularly time consuming, but can be the most effective way of improving click-through rates, and ensuring you attract potential customers. It’s also imperative to stay one step ahead of competitors by keeping up to date with the latest additions to AdWords by subscribing to our newsletter.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],171,[15,16,17,18,19,20,21,22],"post-2363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":183},[25,135],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"The importance of Adwords ad copy",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},46,"\u002Fabout\u002Four-team\u002Fliam-wade\u002F","Liam Wade","Chief Strategy Officer","Chief Strategy Officer\r\n\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">@ImpressionTalk\u003C\u002Fa>. Obsessive about performance marketing. In my spare time I like to collect stamps, count marbles and create intricate architectural sculptures out of wheat-based cereals. \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FDigital_Liam\">@Digital_Liam\u003C\u002Fa>","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":80},"\u003Cp>Chief Strategy Officer.\u003C\u002Fp>\n\u003Cp>I’m a competitive marketer and agency leader, with a proven track record for innovative marketing that outperforms the market. I am relentless in my pursuit for best-in-class performance marketing, with experience across the full marketing spectrum.\u003C\u002Fp>\n\u003Cp>I get to work with awesome clients, with some of the smartest marketers on the planet and have fun at the same time! Curating a world-class digital marketing offering by nurturing extremely talented teams and encouraging a creative, data-driven approach to marketing.\u003C\u002Fp>\n\u003Cp dir=\"ltr\">\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nHow the whole performance team at Impression challenges best practice – every single day.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to create intricate structures out of hydrated potatoes.\u003C\u002Fp>\n",[40,59,68],{"page":41,"link_text":58},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},108,"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F","Digital Marketing",{"page":60,"link_text":63},{"ID":61,"post_author":43,"post_date":62,"post_date_gmt":62,"post_content":45,"post_title":63,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":64,"to_ping":45,"pinged":45,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":45,"post_parent":53,"guid":66,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":67},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"page":69,"link_text":79},{"ID":70,"post_author":71,"post_date":72,"post_date_gmt":72,"post_content":45,"post_title":73,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":74,"to_ping":45,"pinged":45,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":45,"post_parent":76,"guid":77,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":78},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2025-03-13 14:47:54",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Measurement",{"ID":81,"id":81,"title":82,"filename":83,"filesize":53,"url":84,"link":85,"alt":45,"author":86,"description":45,"caption":45,"name":87,"status":88,"uploaded_to":53,"date":89,"modified":89,"menu_order":53,"mime_type":90,"type":91,"subtype":92,"icon":93,"width":94,"height":95,"sizes":96},16529,"Liam-Wade_New","Liam-Wade_New.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90","\u002Fliam-wade_new\u002F","12","liam-wade_new","inherit","2022-04-07 15:46:33","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":97,"thumbnail-width":98,"thumbnail-height":98,"medium":99,"medium-width":100,"medium-height":101,"medium_large":102,"medium_large-width":103,"medium_large-height":104,"large":105,"large-width":106,"large-height":107,"1536x1536":108,"1536x1536-width":109,"1536x1536-height":110,"2048x2048":111,"2048x2048-width":112,"2048x2048-height":113,"post-thumbnail":114,"post-thumbnail-width":115,"post-thumbnail-height":116,"12_col":117,"12_col-width":118,"12_col-height":119,"default_landscape":120,"default_landscape-width":121,"default_landscape-height":95,"default_portrait":122,"default_portrait-width":95,"default_portrait-height":121,"6_col_and_margin_short":123,"6_col_and_margin_short-width":115,"6_col_and_margin_short-height":119,"11_col_and_margin":124,"11_col_and_margin-width":125,"11_col_and_margin-height":119,"9_col_rectangle":126,"9_col_rectangle-width":127,"9_col_rectangle-height":128,"11_col":129,"11_col-width":130,"11_col-height":119,"staff_image_696_600":131,"staff_image_696_600-width":94,"staff_image_696_600-height":95,"rectangular_thumbnail":132,"rectangular_thumbnail-width":133,"rectangular_thumbnail-height":134},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":136,"reduced":27,"top_overlap":137,"bottom_underlap":137,"disable_observer":-1,"heading":138,"cta_text":139,"cta_link":140,"items":141},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[142,159,171],{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":147,"image":148,"authors":149,"category":156},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150,153],{"name":151,"image":152},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":154,"image":155},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":160,"excerpt":161,"to":162,"postedAt":163,"readingTime":164,"image":165,"authors":166,"category":170},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[167,169],{"name":168,"image":152},"Harry Clements",{"name":154,"image":155},{"to":157,"name":158},{"type_key":16,"title":172,"excerpt":173,"to":174,"postedAt":175,"readingTime":176,"image":177,"authors":178,"category":182},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[179,180],{"name":168,"image":152},{"name":181,"image":152},"Jennifer Shin",{"to":157,"name":158},{"type":184,"style":185,"heading":28,"date":4,"updatedAt":186,"reading_minutes":187,"image":188,"imageAlt":28,"categories":189,"collections":372},"blog-post","light","2022-02-07T16:48:46",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fkht3MrsD-050720211625528023_adwords-ad-copy.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[190],{"id":10,"count":191,"description":192,"link":157,"name":158,"slug":193,"taxonomy":194,"parent":53,"meta":195,"acf":196,"head_links":197,"resource_count":198,"yoast_title":199,"yoast_meta":200,"yoast_json_ld":245,"_links":344,"path":157},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[201,203,206,209,212,215,218,220,222,224,227,230,233,236,239,242],{"property":202,"content":199},"title",{"property":204,"content":205},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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