Any advertisement is successful and effective if and only if it is able to grab visitors’ attention. Be it an ad on a magazine, an ad on a web page or a PPC ad on search engine sponsored listing. An ad copy should have the power to attract users’ click. Well, you may be advertising at the right time at the right place, but if your message is not conveyed to readers, then you definitely have a problem. Your PPC ad is only visible to readers if they have entered your desired keywords. This means that they are already interested in your offered products and services. For advertisers, half the battle is won here. Now all you have to do is to pitch in high quality convincing ad copy for the user to become a customer.
Well, effective PPC Ad Writing is very important for advertisers. Most of the search engines have a certain amount of restrictions on the number of words used in an ad copy. For Google, an ad copy comprises of a 25 character headline or a title, two lines of descriptions (a total of 35 words to be used), and a URL that directs the visitor to your landing page. This is all you’ve got to convince your readers. Basically, it is the headline and the description that does the work of a convincer. As you can see, it is very difficult to accomplish the task in such minimum content. Therefore proper care should be taken in PPC Ad Writing.
So what are the characteristics that an advertiser should include in his/her ad copy? Here are some of the best tips for PPC Ad writing.
i. Inclusion of keywords:
In the bidding process, let’s say you have got your desired keywords. Now what you have to do with them is to include those keywords in the title and the description of your ads. If possible start your title/ headline with your keywords. People are highly prone to click on ads that have the relevancy of their search. Including keywords in your title and description increases the relevancy of your ads. By doing this, you drastically increase the chance of getting a click. For example, you have bid on keyword “Best Web Design Company”. Then use this keyword “Best Web Design Company” in your title and description instead of “Top Web Design Company”. Try to be as specific as you can. This is the most important step in PPC Ad writing.
ii. Call to Action:
Incorporating call to action is very important in all forms of advertising, be it a PPC ad or any other form of ad. Include call to action in your ad copy description. Tell people what they should do. Mainly call to action is included in the landing page, but is this ad copy description which converts a searcher into a visitor. Some of the basic calls to action are “Sign up”, “Order today”, “Book now” etc.
A searcher while reading each ad always asks to himself “What’s In It For Me?” It is the task of an advertiser to provide the answer to this question. Give them what they want. Care about their problem and one may use an emotional oriented approach to provide the answer. You have got a title and a 35 word description. Therefore, make sure you provide direct answers that solve searchers’ queries.
iv. Use power words:
Incorporating power words in your ad copy drastically increases the chances of conversion. Power words are words such as “buy”, “get” , “try”, “go”. Focus on these power words and use them very frequently in your ad copy description.
A searcher must feel comfortable while reading your ad. She/he should be able to rely on your ad. The best way to do this is by stating your qualifications and guarantees in your ad copy. If you’ve won an award or if you are a certified professional, then tell this to your audience. Money back guarantees also work wonders for ads. Try to be more specific with your qualifications and guarantees. An example would be “Won 4 best awards” , “8 out of 10 experts recommend it”, “Lose 16.2 pounds in 7 days or get your money back”.
vi. Qualify your traffic:
You do not want to drive the wrong traffic to your site. Let me explain this point with an example. You have a car company which manufactures only high cost cars. Let’s say you manufacture cars which would cost a customer around 60k dollars or more. You would not want a visitor who wants to buy a car for around 50k. The best way you can avoid this problem is by writing it in your description. Let the audience know what you are offering and at what price. This will lower your amount of visitors but you will certainly get high targeted traffic who are actually interested in your product.
vii. Check out your competitors:
It is good practice to check out your competitors and analyzing their PPC Ad campaign. If your competitors’ campaign is a success, then you can follow their path and include their selected keywords in your title and description.
viii. Ask the Questions:
A better way to create a rapport between you and your advertisers is by asking questions in the headlines and then providing consequent answers in your description. But make sure that the questions and answers are attractive as well as compelling. This can easily grab searchers attention and hence can provide an edge to your campaign.
ix. Test! Test! Test! :
Keep on testing your ad copies with different keywords, styles and approach. Track your campaigns and find the best ad that gives you maximum click through rate. Internet marketing is all about testing and finding trends.
Once a searcher clicks on your ad URL to become a visitor, it is the task of the landing page to convert that visitor into a customer. A landing page should contain rich content that relates to the elements of the ad copy. Live up to the expectations of visitors by writing an excellent landing page.
Pitch in your suggestions in the comments section if you have some more productive tips and tricks on PPC ad writing.
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