Writing a copy for PPC advertisements is not easy. It is the job of every PPC ad copy writer to be meticulous on the choice of words to use, so as to successfully address the product’s message to its target market. Writing an effective PPC ad copy may not guarantee you to getting massive web traffic, however, it will bring you the potential clients you need. Therefore, it’s about keeping the various marketing-related aspects on track. In this article are four tips on writing an effective PPC ad copy.
1. Always understand the industry that you are writing PPC advertisements for. If you own the business for example, it is essential to take a cue from other businesses in order to figure out its “key drivers” that can be a prospect to your promotional strategies. Also take note of the 4 P’s in advertising – product, price, placement and promotion.
2. Write a catchy headline for your ads. The headline is the most important part of every ad copy since this is where you can easily get the searcher’s attention. In PPC advertising however, your headline must not exceed to 25 characters. Here are few things to remember when writing a good headline:
• Use your ad group’s main theme as the keyword for your headline. This way, the searcher can easily recognize the ad’s title using the keyword he just typed in for search results.
• You can make use of Dynamic Keyword Insertion (DKI) for your headlines. The only problem with DKI is that it can be tricky regardless of ensuring the keywords inserted along the ad copy’s remainder.
• Provide your Unique Selling Proposition (USP). How is your product unique from your competitors? Why should consumers buy from you? The searchers
need to see this on your ads when they are comparing several offers that show up on the Search Engine Result Page.
• State the call-to-action you want the searchers to take. The call-of-action urges the searchers to take action that meet your marketing goal. The call-to-
action does not necessarily have to be demanding or pushy, such as “Buy now”, but it needs be clear, such as “Call for more information”, “Learn more”, “Sign
3. The destination URL on your PPC ads should be the page which matches your ads for best results. If the destination URL does not match the offer, the searchers may need to navigate through your website to find what you offer and this may result in a “bounce” or “exit” prematurely and you can lose your customer. The destination URL can be different from the display URL. The display URL let the searchers know what domain they will navigate into. Your display URL must be of the same domain as that of the destination keyword URL for your ads. Note: The shorter your display URL is, the more chances of gaining searchers.
4. Your PPC ad’s description should focus on your target market customers in particular in order to get the most targeted consumers and have the most potential for your sales conversion for the click.