This post started out as a light round-up of some basic tools and concepts that help solve “blank page syndrome.” It has evolved into a 2600+ word guide with highly-actionable strategies, examples, and bonus tools to make ad writing almost effortless.

The PPC Ad Copy ToolKit

• Define your Goals (KPIs and CTAs) to Achieve Real Success
• Draw on Your Landing Pages for Features, Benefits & CTAs
• Use the SERP Landscape to be More Competitive
• Count your Characters for Faster Writing
• Make your Keywords do Double-Duty as Headlines
• Repurpose Existing Ad Messaging for Iterative Improvements
• Speak Directly to Your Prospect with Stages of Awareness
• Plump Up Your Ad Space with Ad Extensions

Define Your Goals to Achieve Real Success

Before you build anything, you need to know what you’re trying to build.