5 Tips for Writing Effective PPC Ad Copy

By Laura Kimball | Ad Strategy

Dec 02

Coming up with fresh ideas on how to create ads that convert can become a never ending task so here are my 5 top tips to help keep you inspired. Before we begin let’s breakdown the elements that make up the perfect PPC Ad Copy. It all starts with the attention getting headline. The offer itself and the almighty call-to-action is also important. Writing enticing ad copy that also follows your keyword relevance is always a challenge. You must ensure that all your copy aligns with what your customer is expecting and is directly related to your keyword, your offer and your landing page.

Here are a few tips to get you started:

  1. Know your competition! Do your research to understand what you’re up against.
  2. Keep it simple. We have a tendency to over complicate the message when a simple straight forward approach often times works best.
  3. Create an emotional response which establishes a connection and inspires action.
  4. Have a clear compelling offer and call-to-action that explains exactly what you deliver.
  5. Make your words count. Limit your abbreviations and technical jargon while keeping your ad relevant.

The right combination can make a big difference in your click-through-rates. Headlines are especially important as this is the attention grabber. If you don’t get them hooked instantly your odds of persuading a click go downhill fast. Get their attention quick and reel them in with a great description that quickly identifies your offer.

ad-copy-description

You need to answer the following questions. What sets you apart from the competition? Why should they buy your product instead of someone else’s? What do you have that no one else does? Describe your offer – Free Trial, Get a Demo, Free Shipping and invite them to complete the action. Make it easy for the user to get what they need and you see a great improvement in your ad performance.

You should continually test at least 2 ads for any given ad group, keeping the best performing ads while rotating new ads into the testing mix. Ads that have a higher CTR will improve your quality scores and will reduce your CPC saving you money.

Leave us a comment and let us know what works best for you.

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About the Author

Laura Kimball is the CEO of Click Measure Media. She combines internet marketing with software development expertise to deliver PPC automation tools designed to save ad buyers time and money managing their campaigns. Follow on Twitter, Google+ or LinkedIn

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