Writing Quality PPC Ad Copy
There are lots of different issues relating to how to make your PPC ad campaign work for you. Picking the right keywords, bidding for them, and making sure your ads are effective are all important. However, one of the things we often forget to pay attention to is the actual ad. Since this is the point of contact between your campaign and the customers you’d like to target, forgetting about it is a big mistake!
It takes just three lines of text to make a person click, but if the ad’s copy doesn’t work the rest of your campaign won’t have a chance. Be noticed and empower the customer to click on the ad. Often people get too far ahead of themselves and put all their efforts into making the sale, but you need to start with the customer clicking on the ad before you can make that all-important sale.
Conventional marketing tricks just don’t work with PPC. Pay per click has become its own marketing enigma where everything you know about advertising has been reinvented. At the same time, many novices are finding it to be their ticket for success. To get your campaign to work you need to understand how those three little lines of ad copy work, and the last thing you want to try and do is cram in too much information. Less really is more in this case.
The 80/20 rule applies to PPC, you’ve heard about a different 80/20 rule for many different applications, I’m sure. Here, it means that the ad works best if it has a good headline - which makes up about 20% of the ad. This is true in other forms of writing, too. As a matter of fact, in PPC ads, this is even more true.
Be sure that everything about your ad is appealing. Trying to get the right words is a chore, but you can do it with some careful thought. Good spelling and punctuation is a good start, there’s nothing more unappealing than an obvious mistake in advertising. It just cries out for the customer to turn away fast. It’s almost like a form of shame.
Make sure you get attention first. There will be more ads than just yours in the search page sidebar. If you want to get customers, you’ll have to stand out. Make your headline and copy appealing and attention grabbing. If possible, pique the viewer’s curiosity - make him or her want to know what’s behind that ad.
Keyword placement is important, too. Use your keyword phrase (or a variant of it that makes sense as a sentence) in the headline itself. Then, make sure your next line is relevant and eye-catching. Don’t use meaningless phrases such as “quality service” or tell the customer how long you’ve been in business. Even if you offer great products and services, viewers need something that will make you stand out from the rest.
The last line of your ad is just as important as the rest of it and can easily make the sale on its own. Inform the viewer why your product is the best option for them. Maybe you could put in a special offer or a special deal. Ads with this type of content increase their chances of a clickthrough and sale conversion. A word of warning, though. Avoid the use of deceptive wording to try and get more clicks. It’s likely that you’ll end up paying for an expensive campaign that gets very few sales.
PPC campaigns aren’t easy to write and require some careful thought Make sure your ad gets attention by following these guidelines and you’ll be seeing lots of clicks in no time.
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