Internet dating site writing ad

NOTE: If you want to poke a little fun at a competitor as a joke, that’s probably fine.

However, be careful about how you choose to do this.

Many companies see PPC ads as a way to wax lyrical about their product’s features. Remember, nobody cares about you or your product – only how it can solve their problems.

PPC ad headlines that create the perception that your product or service can help them do that are much more clickable than those that don’t.

To learn more about the problem-solving aspect of PPC ad copy, check out this article from PPC University about ad text.

Leveraging user intent is crucial to increasing conversion rates.

One way to do this is by asking the searcher a question with your headline. Not only does it pose a question in the ad headline, it also uses very particular phrasing (“Protecting your family”) that implies solidarity and dependability – qualities that you could very well be looking for in a divorce attorney.

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