Pay per click ad writing takes ad copy to a whole new level. PPC experts agree that these tips will help you produce ads that produce optimum results.
1 – Set a Goal for Your Ad. Choose a specific goal for the ad campaign. Is there a specific sale, deal, or offer that you can focus on to convert visitors into buyers? Are you collecting leads? Building your subscriber base? Having a goal will help you keep your keyword lists focused and manageable.
2 – Use Keywords that Will Pre-qualify Prospects. A search engine user who searches a broad keyword like “headphones” is most likely researching – not buying. But a searcher who types in a model or brand is looking to make a purchase. Going for specific key phrases like “noise canceling headphones,” combined with brand names or model numbers, will grab the eyeballs of serious shoppers.
3 – Use the SE’s Keyword Tools. Balance broad match and specific keyphrases, as well as all important negative keywords. In the headphone example, you would want to negative match non-shopping related keywords like “manual,” “user guide,” or “repair.”
4 – Choose an Appropriate Style. Some of your competitors will use the same text for all their search ads, with the only differences being the highlighted search phrases in each ad. You can gain instant competitive advantage by writing with a unique style. Match the style and wording of your ads to the audience. For example, if you are looking for bargain hunters, use to-the-point messages and an upbeat tone to grab attention.
5 – Use a To-the-Point Headline. The headline should work the hardest to grab attention, since it’s the most visible part of the ad. But never compromise on targeting and specifics. A headline shouldn’t be counter-intuitive to the searcher, and often funny or puzzling headlines backfire. If possible, include specifics on what you are advertising. Try not to just echo the search terms, but “speak” to the user. And unless you are advertising a very specific offer to a very closely targeted audience, don’t include pricing or coupon codes in the headline.
6 – Add Urgency to the Body. If your headline invites searchers to check out an end-of-season sale, include details like a deadline for a coupon offer or a free shipping deal. If you are targeting a very specific product search and your headline contains the product name, include an irresistible offer in the ad body.
7 – Include the Keyword in the Ad if Possible. Search engines will highlight the search phrase if it is included in your ad copy, further increasing the chance that your ad is seen as relevant to the query. Try not to run the same generic ads, even with dynamic keyword insertion.
8 – Use Descriptive URLs and Test Them. In the URL, use keywords or descriptive phrases that work together with the copy. Keywords will get highlighted just like they do in the ad text. Be sure to test a variety of URLs to see which ones get the best click throughs and, more importantly, the highest conversions. Often searchers will go for a descriptive URL that triggers an emotional response, rather than a keyword-based URL.