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!
It takes just three lines of text to make a person click, but if the ad’s copy doesn’t work the rest of your campaign won’t have a chance. Be noticed and empower the customer to click on the ad. Often people get too far ahead of themselves and put all their efforts into making the sale, but you need to start with the customer clicking on the ad before you can make that all-important sale.
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!
There’s an 80/20 rule that applies for this. The majority of an ad’s impact is in the headline – which makes up about 20% of the ad itself. This is true in many other forms of writing and it’s very much true in pay per click advertising. So make it good, because there’s nothing worse than a bad headline.
Your ad’s copy has to be perfect, or as close to it as possible. You have a few available words to sell your site, so the words you use must be the right ones, and spelling and punctuation are very important. A wrong word or a spelling mistake can mean you’re kissing customers good bye- and your money, too! Even if it doesn’t seem like a big deal to you, the finished product looks unprofessional, and people who would have normally clicked on that ad will avoid it.
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 important, too. Use your keyword phrase (or a variant of it that makes sense as a sentence) in the headline itself. Then, make sure your next line is relevant and eye-catching. Don’t use meaningless phrases such as “quality service” or tell the customer how long you’ve been in business. Even if you offer great products and services, viewers need something that will make you stand out from the rest.
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.
While the ads are shorter, PPC campaigns aren’t any easier to write than other types of advertising. Make sure that yours are attention getting, clear, and effective – you’ll stand out from the rest and increase your sales.
