An Effective Pay Per Click Advert Copy
If you want to have a successful Pay Per Click (PPC) search marketing campaign, writing an exceptional PPC ad copy is very important. An exceptional PPC ad copy involves not wasting money on unwanted clicks, but writing targeted descriptive titles and descriptions. Since you’re paying for each click, it’s important to have a PPC advert copy that conveys the right message to the right group of people, and not only anyone else. And fitting the right message in a very limited online real estate can be a challenge.
Come up with at least 3-4 different versions of an ad copy for the same product to attract your potential clients’ different personalities. PPC search marketing is not a “one size fits all” process. Make sure you have identified your target group even before beginning the process of writing the ad copy. If it’s any consolation, studies have shown that if crucial keywords are added in the advert title and the body, the conversion rate is going to be higher. So, why not follow the studies’ recommendations and give it a try. Chances are your PPC search marketing campaign will benefit from this.
When I said limited online real estate, let me put down the specifics. For example, Google AdWords has the following character limits: 25 characters for the headline, 35 characters each for Lines 1 and 2, and 35 characters for the display URL. Other advertising platforms have just about the same character limitations.
The art of writing an effective PPC ad copy is also the art of fitting a message into these limits. The secret is to create something that will stick out from the competition. A well written advert copy must be clear enough to screen a visitor if he would become a potential customer. If your ad copy doesn’t pre qualify your visitors, you would end up wasting a lot of money if the ad does not interest your potential visitor. The pre-qualification process may decrease your click through rate, but at least you will be getting higher quality visitors who will actually buy something from your website in return.
The next thing to do is to combine your PPC advert copy with the targeted landing page on your website. You don’t want to send your potential buyers to the homepage as this is too generic. Utilizing the homepage as a landing page has been proven to get lower conversion rates. Instead, match your ad copy with the appropriate landing page. The landing page should contain the relevant information that your likely client is searching for and the product or service that you are trying to promote. It should be customer-friendly and easy to navigate to turn a visitor into a buyer.
Your PPC ad copy holds the card for a successful PPC search marketing campaign. That’s why it’s extremely crucial to create a copy that is effective and eye-catching. An effective ad copy will turn your PPC internet advertising investment into a productive asset.