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Writing Quality PPC Ad Copy

Sunday, 28 September 2008 08:06

by BrianBasch

There are lots of different ways to make your PPC ad campaign work. Start by picking keywords, bid for them, then make sure your ads are working and making money for you. However, the way the ad reads is very important, too. It's the component that convinces the customer to click.

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 tricks just don't work with PPC. Pay per click has become its own marketing enigma where everything you know about advertising has been reinvented. At the same time, many novices are finding it to be their ticket for success. To get your campaign to work you need to understand how those three little lines of ad copy work, and the last thing you want to try and do is cram in too much information. Less really is more in this case.

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.

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 ads are shorter than conventional types of ads but there is a definite science to making them work emerging amongst its advertisers. Make sure that your ads stand out and demand attention, keep the text clear and concise as well as effective - you can stand out from your competitors for some really big sales.

About the Author:

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