[Infographic] The Anatomy of a PPC Ad that Converts


One of the hallmarks of an effective digital marketing strategy is a well-performing pay-per-click ad campaign. With 93% of all online activity beginning with a search, digital marketers and outsourcing partners are starting to realize that PPC is integral to their company’s visibility on the internet.


Pay-per-click (PPC) advertising is an online marketing strategy where advertisers bid for ad placements on search engines, websites, and social media platforms. Advertisers are then billed when a consumer clicks on the ad, hence its name.


There are many types of PPC ads, but the most common is search ads. Say, you own a dress shop in New York City. PPC allows your company to appear first on Bing or Google whenever a user types down relevant search items like “dresses New York.” This strategy increases brand awareness by 80%.


For the above example to work, advertisers research and select high-ranking keywords they can bid to appear on whenever a consumer uses that keyword on search engines. Advertising copy is direct and compelling—a boring one won’t elicit clicks from your audience.


Here’s the anatomy of a PPC ad broken down for you to analyze and master.


The Anatomy of a PPC Ad that Converts


The Different Kinds of PPC Ads

Search (AdWords)

These ads appear at the top or right side of your Google results page. They could either be the top four website results in a search term or a relevant product banner encouraging you to buy a product. Investing in AdWords will prove to be useful as about 70% of all online searches are done on Google.


Social (Facebook)

Facebook gives you a lot of opportunities for experimentation. AdEspresso enumerates the different Facebook ad placements available in the platform’s Ads Manager, namely: desktop newsfeed, mobile newsfeed, right-hand column, instant articles, in-stream videos, suggested video, audience network, and Instagram feed and stories.


Facebook’s ad versatility and 2 billion monthly active users count is the reason why it’s hailed as the most used social media platform for ad placements.


Display Ads

Sometimes referred to as banner ads, this type of ad is commonly seen in the sidebars of websites. This type of PPC ad encourages users to take action on a previous site they visited, whether it’s to sign up or buy. Remember to strive to make your display ads look credible, as up to 34% of users lose trust and mistake them for phishing or scam websites.


Floating Ads

These are the ads that pop up on a website while a user is navigating or when they are about to leave. Often, this area is used to promote flash deals or acquiring leads. However, it’s notorious for being irritating. Adweek reported that 42% of respondents in their recent survey expressed annoyance with pop-up ads. Remember to make your floating ads relevant and timely; otherwise, you may drive away visitors.


The Parts of a PPC Ad, Explained


Headlines are the captain of your PPC campaign. This is what draws your audience in and captures their attention. If it’s useful to them, they’ll want to scan the rest of your ad. Use your keyword right at this point and include perks that users can benefit from.



  • [Service] starts at $0.99. Inquire Today.
  • [Product] – Over 500,000 Happy Users
  • [Brand] | #1 Shopping Site in the Philippines


Whether it’s a 70-character description line, 20-word copy, or a short caption, your text should be clear and direct. This is what gets your readers’ attention and elicits clicks. Appeal to your readers’ needs or emotions so that you can pique their interest.



  • Everything you need in one place.
  • 24/7 online customer support at your service.
  • Over 85 years of experience.
  • The brand trusted by moms.


Use colors to your advantage in your ad’s images. Black and white tones will not capture your audience’s attention. If you have the opportunity to animate your graphics, all the better. You can incorporate your brand identity here by using your logo’s colors. Simply including your logo is also enough.



Make sure your company URL is visible for memory retention. A neat trick is to capitalize the first letter of each word of your business name instead of purely lowercase. This will catch your audience’s attention because of the mixed cases.



  • MyBusinessName.com
  • ClickHere.com/Category
  • Website.com


CTAs are supposed to be easy to understand. Keep it at a few words and straightforward. Use words that you know people would love to see, such as FREE.



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  • Get Started for FREE


PPC ad campaigns take time to nurture. If you need a helping hand to execute your vision, it may be a good idea to invest in graphic designers or copywriters that can elevate your marketing plan. An excellent way to do this through creative outsourcing. MicroCreatives offers professional and reliable copywriting and design services for businesses who could use the extra boost.