Each year, businesses spend nearly 10 billion dollars on pay-per-click (PPC) advertising. This type of advertising was introduced in the early 2000s and has grown in popularity with each passing year.
Since so many businesses use this form of advertising, you will have to find a way to break through the online noise. One of the best ways to achieve this is by writing engaging and informative PPC ad text. While this may sound like a relatively easy task, it is actually quite challenging.
Often times, your PPC ad copy will go through a number of incarnations before you are satisfied with it. Monitoring the various PPC campaigns you are engaged in can help you assess what is working and what needs to be altered. Failing to track these results may lead to you wasting money on ineffective PPC strategies.
Are you looking for a way to write killer PPC ad copy? Check out the helpful tips below.
Know the Searcher’s Intent
The first step in writing great PPC ad copy is understanding what the user’s intent if they click on the ad. The PPC market is extremely competitive, which is why you need to do your homework before trying to optimize ad text.
Once you have an idea of what the search wants, you can write copy that appeals directly to them. Talking about the benefits of your product or service in the ad is a great way to attract attention.
Some business owners make the mistake of listing the features their product or service has. This tactic is very ineffective and will lead to you being unable to attract new clients via PPC advertising.
Power Words Make Ad Copy Stand Out
The main thing you need to realize when trying to compose PPC copy is that every word counts. While Google now provides an expanded panel for text, you need to optimize the text in your ad so it is brief and to the point.
Filling your ad text with weak verbs will not make it stand out to the reader. This is why you need to read over the ad text and use stronger verbs whenever possible.
If you read the ad text and it doesn’t jump off of the page, you need to go back to the drawing board. Often times, including words like you or free can be effective when trying to attract attention from consumers.
Look to Your Competitors
If you are new to the world of PPC advertising, then doing some research is a good idea. The first place you need to look for guidance is your competitor.
Getting a look at how their PPC ads are worded and structured can provide you with a great deal of motivation. Rushing through the PPC research process will put you at a disadvantage and may prohibit you from reaching new consumers with this form of advertising.
When looking over your competitor’s PPC ads, you need to avoid directly stealing their wording. Your main goal with PPC ad copy should be connecting with consumers on an emotional level. This is why you need to work on letting the personality of your company shine through.
Be Careful About What You Promise in Your Ad Copy
Using landing pages to attract a wider audience is something business owners have been doing for years. These pages generally feature a singular product or service offered by a business. Driving traffic to these landing pages is easy when using PPC ads.
As you craft PPC ads for your landing pages, be sure to avoid making promises you simply can’t keep. You need to make sure that the PPC ad copy is representative of what consumers will actually find on the landing page.
The last thing you want to do is disappoint a potential customer by over-promising and under-delivering. Doing this will make a consumer question how trustworthy your company is, which makes it difficult to turn them into an actual customer.
Use Your Display URL to Inform Your Audience
Most newcomers to the world of PPC advertising fail to realize how important their display URL is. In most cases, consumers who look at your PPC ads will notice the words in the URL. Ideally, you want to use this text to provide more information to the reader.
For instance, if your company specializes in selling promotional items and gifts, you want your URL to reflect this. Using words like corporate gifts or promotional items in the URL is a good idea. Not only does this let a consumer know more about your company, but it also gives them an idea of what the landing page will have on it.
Don’t Forget Your Call to Action
Using too much of your text to list the features of a product or service can be problematic. If you fill up the whole ad with this information, it will prohibit you from including a call to action.
Consumers want to know what is being offered before they click a PPC ad. By including a call to action, you can let a potential customer know what action they need to take next.
Without this salesy language, producing quality leads will be nearly impossible. If you are confused about how to craft an effective call to action, reaching out to a professional copywriter may be a good idea. These professionals will be able to give you some pointers on how to make this part of your ad copy effective.
Practice Makes Perfect
Some business owners think that they will have overnight success with PPC advertising. The truth is that perfecting ad copy and a PPC strategy takes time.
Looking for more information about how to have PPC success? If so, you can read our article about how to find the best PPC agent on the market. With this professional help, you can make the most out of your PPC advertising investment.