PPC ad copy can be tricky, especially since you’re limited to 180 characters. However, it is possible to write effective ads by following some simple tips.
One of the most important things to remember is that your ad copy should be relevant to your audience. This means stepping into their shoes and understanding what they are looking for.
1. Make Your Ads Concise
Having limited characters to work with in PPC ads means your messaging needs to be concise and compelling. It’s also important to avoid repetition as it can quickly become stale. Try to mix things up by using a variety of copywriting tactics in your ads.
The first step in creating effective PPC copy is to understand your customers’ pain points and objections. This will help you to develop a value proposition that speaks directly to them. For example, if your customers are worried about high website conversion rates, you might want to present your product as the solution to this problem.
PPC ads can be a great way to reach a new audience and attract highly-targeted traffic. By following these tips, you can write more effective ad copy that will increase your click-through rates and ultimately lead to more qualified leads.
By creating tightly-related ad groups, you can ensure that your ad copy is always relevant to the keywords and landing pages it’s targeting. To do this, it’s important to keep in mind the three pillars of relevance:
2. Include a Call-to-Action (CTA)
If you want your ad to generate clicks and conversions, it’s important that the CTA matches with what users expect when they visit your site. Including a clear CTA can help to prevent misunderstandings and reduce friction that might turn off potential customers. CTAs should be easy to understand and action-oriented, using words like learn, start, get or go to drive a user towards your business.
A well-written headline is essential to a successful ad, as this will be the first piece of text seen by a potential customer. The headline should clearly convey your USP, as well as the product or service you’re offering. The headline is also a great place to include any time-sensitive offers or discounts that you have, as this can create a sense of urgency for users to take immediate action.
It can be difficult to fit your entire USP in a short amount of space, especially if you have a limited number of characters. However, there are a few tricks that you can use to make your ad copy stand out. One way is to use ad extensions, as these can give you more room to work with. Ad extensions can perform a variety of tasks, from up-selling related products and services to on-the-fence customers, to providing pricing information and quick-call numbers for local businesses.
3. Keep Your Ads Relevant
While it seems obvious, relevance is key to getting your ads seen by the right people. Ad relevance affects your Quality Score and, therefore, how high your ad appears in search results and at what price you pay for each click.
Having keywords in your ad copy helps to improve your ad relevance. However, it’s important to keep in mind that not every keyword is the same. Using longtails (keyword phrases that are more specific than a single keyword) in your ad text and in your display URL helps to increase relevance even further.
It’s also a good idea to include the user’s search terms in the headline and one of the ad text lines. This not only shows that you have what they’re looking for but it also increases your ad relevance by showing that your ad is relevant to their search.
It’s also a good idea to monitor your competitor’s ads to see what they are doing that you aren’t. This will help you identify opportunities to create a more effective ad and can lead to improved performance for your campaigns. Keeping your PPC ads relevant requires constant monitoring and tweaking but it’s well worth the effort as improving ad relevance results in a better quality score, higher ad placement, and lower cost per click.
4. Include a Unique Selling Proposition (USP)
When writing an ad, you should include your unique selling proposition (USP). A USP is a short and concise statement that sums up why customers should choose your products or services over the competition. USPs should be clear and reflect your company values. For example, the USP for American Musical Supply is “Buy today, pay Monday.” This statement demonstrates the company’s commitment to helping customers afford their dream gear.
To develop an effective USP, you must first examine the profile of your ideal customer. Then, you must market your products as the perfect solution to their problems. This will help you create a compelling and persuasive message that drives customers to your business.
Your USP should also align with your digital strategy and business model. For example, if you’re an environmentally conscious company, it makes sense to use a green USP that emphasizes your environmental initiatives. Similarly, if you promise that your products are ethically sourced, it’s important to ensure that this is true.
Remember that ad copy has limited character space, so it’s important to keep your copy short and concise. Use keywords and ad extensions to expand your message, but don’t repeat yourself. They’re easier to read and are more likely to resonate with your audience. If you’re unsure about how to craft it, seek out professional guidance from a Pay Per Click agency like ESP Inspire. Our team has extensive experience in the ins and outs of PPC and can help you write effective ad copy that will drive conversions.
5. Include a Call-to-Action (CTA)
A good CTA can make or break your copy. It should tell visitors exactly what will happen if they click the link. The CTA should also include a clear benefit of taking action (e.g., “Get 15% off your first purchase”). Time constraints like “Buy now, offer ends Monday” can also be effective in enticing users to act.
A well-written CTA can help overcome objections to your product or service, boosting conversion rates and increasing long-term customer retention. If your customers are concerned about price, try mentioning the high cost of your competitor’s products in your CTA to draw attention to your own competitive pricing. It’s also important to consider any initial objections your audience may have, such as “I don’t trust this company” or “I can’t afford it.”
Writing ad copy can be tricky, but following the tips above can help you craft effective PPC ads that boost engagement and conversions. The more you know about your audience and how to connect with them, the better ad copy you can write that will stand out from the competition. With these tips in mind, you’re sure to find a way to entice new customers to your business.
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