Ad Copy Quality For Your PPC Campaign
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 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!
The 80/20 rule applies to PPC, you’ve heard about a different 80/20 rule for many different applications, I’m sure. Here, it means that the ad works best if it has a good headline - which makes up about 20% of the ad. This is true in other forms of writing, too. As a matter of fact, in PPC ads, this is even more true.
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 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 of your ad is just as important as the rest of it and can easily make the sale on its own. Inform the viewer why your product is the best option for them. Maybe you could put in a special offer or a special deal. Ads with this type of content increase their chances of a clickthrough and sale conversion. A word of warning, though. Avoid the use of deceptive wording to try and get more clicks. It’s likely that you’ll end up paying for an expensive campaign that gets very few sales.
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.
