How to write effective copy for PPC ads
Writing good ad copy is critical to the success of your pay-per-click (PPC) campaign. You need to attract targeted leads and you have limited space to do this. Your copy needs to be compelling and you must attract buyers who want your product or service.
It important that your ad copy aligns with your keywords and landing page. Following this approach will make your ad relevant, which can reduce your costs and increase your conversions (eg sales or registrations).
You can improve your conversion rate by including a strong call-to-action in your ad copy, eg download for free or order now. Make you ad copy compelling by including your unique benefits, eg free delivery.
You can create a few variations of your ad copy and monitor to check which versions are working best.
Text ad structure
A PPC text ad includes the following:
1. headline
2. display URL – your website address
3. description – a few lines of text
Each of these elements must keep within a certain word limit.
You can also include ad extensions based on your marketing goals. Ad extensions may include; a phone number or call button, extra links to pages on your site and information about your location or unique benefits.
Write effective ad copy
Key points to consider when writing your ads are to:
include your keywords
use phrases that relate to your keywords
be specific and descriptive
offer benefits – if you have a time-limited offer, say so
include a call-to-action like ‘find out more’ or ‘buy now’
make your keywords part of your display URL
keep your copy simple
Using dynamic keywords
An effective way to improve your click-through-rate (CTR) is use dynamic keyword insertion. This displays the exact keyword that the user searched for in your ad copy. You can do this by including a simple code in the ad copy:
{KeyWord: Driving Lessons}
You can use this code for either the ad headline or its description. Google will try to try to replace the code in the ad copy with the users exact search term. If the search term is too long to fit the character limit, a replacement phrase will appear Driving Lessons in this example.