Pay-per-click ads are short, so you would think writing the ad would be much easier than writing an article or blog post. While it would seem so, it’s often a bigger challenge to get your message across in so few words. You have to make those few words you use count. So, how should you write ads that will offer the best ROI?
Before you write the first word of your ad, consider your audience. If you were in the market for your product/service, what would capture your attention? The best keywords and quality score won’t make a difference if your ads aren’t enticing. Here are a few tips.
Don’t use the same ad copy for every keyword. When you bid on a keyword, use it in your ad. For instance, if you bid on the keywords “seo content writer”, don’t use the same ad you used for the keywords “seo copywriting service”. Be specific. While keywords may mean the same thing to you, users tend to gravitate toward ads that have the exact keywords they used to perform their search.
Include a call to action. Just as with other copy on the web, people have to be told what action to take. Include a call to action in your ad copy, whether it’s “order now” or “sign up today”.
Focus on power words. Words like buy, try, get and secure are very powerful in ads, especially when placed before the call to action. A weak ad won’t produce the results you’re looking for.
Spy on your competitors. How can you know what works without knowing what’s working for your competitors? Analyze their ads, how they’re written, what approach they’re using. Check to see if the same companies are running the same ads over an extended time period. If they are, it’s probably because the ad is doing its job. Use tools like SpyFu to gain great insight.
Test and track. It’s hard to come right out of the gate with your first ad campaign with stellar success. Test your ads and track them. Which seem to be getting the most clicks? When an ad doesn’t seem to be working at all, change it up. The only way you will know what works is to try, test and measure the results.
PPC ads can burn a hole in your pocket if you’re not careful. That being said, a successful campaign is one of the best investments you can make. Whether you’re selling a product/service or gathering leads for your business, give pay-per-click a try – but take your time and keep the tips above in mind.
