Writing Quality PPC Ad Copy
There are many different concerns relating to how to make an ad campaign work well on PPC. The right keywords is the surest place to start. Bidding for them can be costly if you go for the really popular ones, then you’ve still got to get them to work for you. Pay attention to what goes into your ad. It’s your point of contact and the words and phrases you choose to sell your site can really be the difference between success and failure.
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.
It would be great if we could fit in a really long story about all the good things we sell and why people need them, but there’s only three lines to entice them with. You have to get attention and get a click with those three lines, so make them good. Making a PPC campaign work is all about getting off to a good start and those three lines are all you have to work your magic with.
There’s an 80/20 rule that applies for this. The majority of an ad’s impact is in the headline – which makes up about 20% of the ad itself. This is true in many other forms of writing and it’s very much true in pay per click advertising. So make it good, because there’s nothing worse than a bad headline.
Make sure everything about your ad is perfect. When you have only a few available words, they must all be the right ones, and they have to be properly spelled and punctuated. Use the wrong word, or make a spelling mistake, and you’re losing customers. Even if it doesn’t seem like these things are a big deal, they could result in an unprofessional appearance. People who would have clicked on your ad won’t bother to now.
Make sure you get the customer’s attention. Remember, you’re competing against other ads here, so maybe do some research and see what the others are doing. Standing out in a crowd can be difficult, but when you do everyone notices you. Concentrate on that headline and grab the customer’s attention, then make them need to know what’s on offer when they click.
Keyword placement is very important. The keyword phrase (or a variation on it) needs to be in the headline. Next, make sure that your second line is relevant and really eye-catching. Don’t use phrases like “quality service” or state however long you’ve been in the business. These types of approaches don’t wok with pay per click.
The last line is important, too. So use it to tell the customer why your product is the best, or give them an offer they can’t refuse like a special. This really does increase the chances of an eventual sale. Don’t use deceptive wording, it might get you more clicks, but you’ve little chance of converting the click to a sale.
While the ads are shorter, PPC campaigns aren’t any easier to write than other types of advertising. Make sure that yours are attention getting, clear, and effective – you’ll stand out from the rest and increase your sales.