Writing Good Quality Copy For Your PPC Ad
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!
These three lines of text might be small, but they’re the springboard for the rest of your campaign. They have to be noticeable, encourage potential customers to read, and then to click on them. If that doesn’t work, then all the best plans will be worthless.
Conventional marketing does well using long copy, and framing the product in a story. Unfortunately, this method doesn’t work when all you have to use is three lines. You’ll have to attract attention and get a click with very few words indeed. That means that all of them have to be good ones. If you want to make your PPC campaign work, one of the most important things is understanding how to make those lines do their job. Go from writing sales novels to ad haiku!
Like many other situations, the 80/20 rule applies. Here, it means that the majority of an ad’s effectiveness is in the headline – about 20% of the ad itself. This is true in other forms of writing, and it’s definitely true in a PPC ad campaign. In fact, in a PPC campaign, this is even more true, since there’s no way to make up for 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 another important factor and shouldn’t be neglected. Try using your keyword phrase in the headline and see what sort of results you get. Make sure that next line is just as eye-catching, too. Don’t use phrases like “quality service” or ramble on about how long you’ve been servicing the area. “Great products and services” is a great sign for a shop window, but will get you nowhere in 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.
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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