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Tips for writing effective PPC ad copy
If you're running a PPC campaign, your ad copy is what will entice Internet users to click on your advertisement.
CAPE TOWN, SOUTH AFRICA, June 20, 2010 /Online Marketing - SEO PR News/ -- If you're running a PPC campaign, your ad copy is what will entice Internet users to click on your advertisement. Of course, PPC Adverts are ranked by two factors, namely your Cost-Per-Click (CPC) bid and your ad's Quality Score. Ranking well ensures that the advert enjoys the maximum number of impressions. Once you've got eyes on the ads, the next step is to ensure targeted clicks on the ad itself.
Google Adwords (PPC) text ads follow a very specific format. The adverts comprise a headline, body copy and the display URL. There are specific criteria for each element namely:
- In the advert headline you are allowed to use 25 characters (including spaces). According to Google, headlines that focus on specific products and include a keyword rather than only a broad description have a better Click-Through-Rate (CTR).
- In the body copy you are allowed two lines of text of 35 characters each (including spaces) in which you should also aim to focus on the specific product you are trying to sell. Ideally a call to action and one or two keywords should be included in the body text.
- The display URL can be 35 characters long and should correspond to the product or service mentioned in the body copy. It's important to note that this is a "vanity" URL and need not be identical to the actual destination URL. The display URL is what will be shown to the reader of the ad. The destination URL is where the reader will be taken when they click on your ad. Ensure that your visitors or directed straight to the most relevant landing page by your destination URL.
To ensure your ad is most relevant to searchers' individual queries it helps to have a variety of ads (in different ad groups) grouped by the keywords and key-phrases you are bidding on. The more relevant your adverts are to the key-phrase being queried; the more likely searchers' are to click on it. Therefore, rather have less keywords and key-phrases per ad group to ensure relevancy.
You can increase your campaign's conversion rate by:
- Focussing on your unique selling point (USP) in your advert and giving searchers a clear reason why they should buy from you
- Including the product price
- Including a call to action in the body text
A PPC campaign requires continuous tweaking and testing until you have found the perfect combination. Run different versions of the ads for the same product to see which combinations of keywords and ads perform best. Keep in mind that your advert's headline and body copy is what will 'sell' the ad to searchers.
Read more about creating PPC adverts on Adwords.Google.com.
AlterSage, a full service online marketing agency, offers tailored online marketing solutions that achieve targeted exposure for your website. Goal focussed and driven by return on investment, services include search engine optimisation, pay per click advertising, web design and development, persuasive web copywriting, brand building, conversion analysis and many more.
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