PPC, or Pay-Per-Click, advertising is often overlooked by digital marketers who don’t recognize the value that this channel can add to their strategy. Maybe they’re not aware that PPC advertising generated around $32 billion for Google last year. Or maybe they just can’t seem to crack the art of writing effective PPC copy.
If you fall into the latter group, then this is the article for you as we explore 5 tips for writing PPC ads that users can’t resist.
Prepare to Practice
Before you can start crafting the actual ad copy you’re going to need to understand the process behind PPC. It sounds simple: buy search terms and only pay when people click on your ad. But in reality there’s a lot more to it.
Your ads need to get a high quality score based on relevance, you need to bid on the right terms, you absolutely have to do split testing, and you need to have funds to cover the costs of buying and writing the terms.
And then you have to make sure you’re grabbing the users’ attention more than the other search results are.
Getting PPC right is not easy, but it is arguably one of the most effective forms of digital advertising. Before you can start mesmerizing users with your words, you need to practice getting the process right.
Grab Their Attention
For some reason, marketers seem to switch off their creativity when it comes to writing PPC ad copy. Granted there are tricky character restrictions to keep in mind, but that shouldn’t stop you from doing everything in your power to get noticed.
Once you’ve got the hang of the PPC process in its entirety, you need to start writing for impact. Think of each set of AdWords as a standalone advert literally jumping up and down to get noticed. Be witty, use special offers and make people laugh – all bets are off when you want to get noticed.
Not sure where to start? A great tip is to try and get really creative with the adverts’ headlines. Your user is probably only skimming over the results, so the headline is your window to get their attention.
Make It Personal
Matthew Stibbe, the CEO of Turbine, once said “If you try to write for everybody, you write for nobody”.
Now, it might seem that this statement isn’t relevant when creating PPC ads, but there are a number of ways for you to make those words mean a lot more.
The first is to make sure that your copy is related to the search term. If somebody is searching for a funeral service, make sure your tone is supportive instead of salesy. Someone needs a clown? Crack a joke. You need to be relevant.
Apart from wordsmithing each ad, you can also explore techniques like location targeting or social media integration. The more personal the ad, the more likely it is to succeed.
Vary Your Bets
PPC is the perfect channel for split or A/B testing and it is one of the easiest ways to make sure you copy converts into meaningful clicks.
The thinking here is simple – write different PPC messages for different people. The ability to test messaging is a huge asset. Shift the focus from special offers to product benefits. Try a different call to action. Change the urgency of the voice. Do whatever you can to extract value from every single impression.
By spreading different messages across a broad array of related search terms you ensure that you appeal to a broad audience. And if your analytics team is any good, you should have a pretty good idea what they’re interested in and looking for online.
Mix It Up
One of the ways that PPC becomes very costly to a company is when multiple companies are bidding on a limited set of keywords. A great example would be the US Presidential Election. It’s obvious that brands are going to try and leverage the event, and that means words like debate, president, and vote are going to cost more.
It’s crucial that you understand the world around you and write PPC ad copy that is relevant without being obvious. Encourage your media team to cast their net a little wider and play with wording that users can relate to without doing what everyone else is.
You need to stand out to earn each click. Be brave, do things differently and force the user to notice your PPC ads.
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