Effective Pay Per Click ad’s
Writing PPC Ads
Writing effective Pay per Click ad copy can be difficult as you are having to address two seperate agendas. Firstly, the search engines quality scoring mechanisms for your ad placement and secondly, and most importantly, you must look to the potential customer, whose attention you are trying to attract with the campaign. So what should you consider when writing pay-per-click ad copy:
1. Focus on your most important benefits and your unique selling proposition. Free shipping, same-day shipping, wide selection, excellent customer service, industry-leading expertise in your field, discount prices, free information, hard-to-find items, awards you have won, etc.
2. Decide what is most important to your customers and what differentiates you from your competitors and highlight these benefits in your ad copy. If you are creative you may be able to fit more than one benefit in your ad (one in the title and one in the description). Make sure the benefits you highlight in your ad copy, are also featured prominently on your landing page.
3. Present yourself as the answer to your customer’s problems. The solution could be a specific service, product or piece of information. Think about the problems your prospects have, how you can solve those problems, and then determine how you can present the best solution in 95 characters or less. Show the user that you are relevant to their problem by highlighting the correct keywords, and solve their problem by conveying the benefits you have to offer.
4. Get the keyword into the ad at least once if possible.
Never lose sight of the primary objective, to convert clicks into conversions, and you’ll be on the right track to creating effective pay-per-click campaigns.