The Anatomy of the Perfect PPC Ad [Infographic]

Go back to PPC school with an infographic that teaches you how to be effective with all the different types of ads you need to pay for.

Pay-Per-Click advertising is confusing at the best of times. Google constantly changes the rules for AdWords, display ads suffer from banner blindness (and horrible design) and don’t get me started on Facebook not letting you point your ads to your landing pages.

On the plus side, if done right, PPC can generate instant results compared to other methods like SEO which take time to climb the rankings.

The infographic below is here to help you wade through all the ******** and start maximizing your ad spend.

Plus we’ve dissected the best parts for you into bite-sized Tweetables at the end so you can share your new found wisdom.

You’ll get higher conversions by using highly targeted landing pages, and for AdWords you’ll be able to massage your landing page to give you a higher quality score and lower cost-per-click. #justsayin

The Anatomy of the Perfect PPC Ad


Share these quotes on Twitter so people know you’re smart:

  • What is the Z-layout & how can you leverage it to increase PPC conversion?
    » Tweet This «
  • You! Hey you! Get personal by using ‘you’ in your PPC copy. Other PPC conversion tips here:
    » Tweet This «
  • Numbers don’t lie. Always test your PPC ad copy & run multiple versions to increase your conversion rate.
    » Tweet This «
  • Use red, orange & yellow to increase your click volume. More PPC conversion tips here:
    » Tweet This «
  • Crafting a successful PPC comes down to headline, copy, image and your CTA. Get the details here:
    » Tweet This «

— Oli Gardner

About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
» More blog posts by Oli Gardner


  1. Chris Markham - Inbound Marketing Strategist

    Oli, I normally think you practically walk on water with your content, but why the focus on PPC. Isn’t PPC gasping its last ready to be overtaken by remarketing?

    • Oli Gardner

      Well thank you Chris. I don’t see paid search going anywhere soon, and in fact remarketing (or re-targeting) is still a paid service, albeit a slightly different model (would’ve been nice to see it in the graphic).

      Remarketing is often seen as obtrusive – with people feeling like they are being stalked by banners, but the results (for some) can be very good.

      Thanks for bringing it up.

  2. Aaron

    FWIW, you can’t capitalize your display URL in AdWords anymore (at least before the slash). That aside, neat little post!

  3. danika

    What a great graphic. Things are always changing with PPC. does what we can to stay on top of all of the latest alerts…this helps out our website and SEO customers.

  4. Joel

    Hi Oli
    Good piece; seems like we published 2 similar infographics within a few hours of each other! Although they focus on different aspects of the ads. Some great advice in yours; although one thing is that Google disallowed caps in the domain of the display URL back in 2011.
    I would love your thoughts on my PPC ad writing info graphic:

    • Oli Gardner

      I’ve heard that a couple of times now, great for people to know (re: the caps).

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  7. Darren

    I agree with you 100%, Onboardly did a great job with this infographic! This is such practical and straight forward advice. It’s a great one to pin up on the wall to never forget :^)

    Thanks for sharing this, Oli!

    – Darren

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  9. Arpita Bhowmik

    Hi Oli
    Thanks for sharing this informative post !
    The infographic is really useful. The relationship of our mind and eye working while seeing an ad is really interesting.

    Thanks again

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  12. Figurine

    Thanks for sharing this informative post ! nice infographic and still usefull!

    Kind regards

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