Writing Good Quality Copy For Your PPC Ad

There are lots of different ways to make your PPC ad campaign work. Start by picking keywords, bid for them, then make sure your ads are working and making money for you. However, the way the ad reads is very important, too. It’s the component that convinces the customer to click.

You will have a sum total of three lines worth of text to sell your site to customers. It has to be good, or else people will read it and forget it in an instant. To get noticed you need to encourage people to read your ad. Then you need to encourage them to click on it. PPC ad campaigns can fail so easy.

Conventional marketing tricks just don’t work with PPC. Pay per click has become its own marketing enigma where everything you know about advertising has been reinvented. At the same time, many novices are finding it to be their ticket for success. To get your campaign to work you need to understand how those three little lines of ad copy work, and the last thing you want to try and do is cram in too much information. Less really is more in this case.

There’s an 80/20 rule that applies for this. The majority of an ad’s impact is in the headline – which makes up about 20% of the ad itself. This is true in many other forms of writing and it’s very much true in pay per click advertising. So make it good, because there’s nothing worse than a bad headline.

Make sure everything about your ad is perfect. When you have only a few available words, they must all be the right ones, and they have to be properly spelled and punctuated. Use the wrong word, or make a spelling mistake, and you’re losing customers. Even if it doesn’t seem like these things are a big deal, they could result in an unprofessional appearance. People who would have clicked on your ad won’t bother to now.

Make sure you get the customer’s attention. Remember, you’re competing against other ads here, so maybe do some research and see what the others are doing. Standing out in a crowd can be difficult, but when you do everyone notices you. Concentrate on that headline and grab the customer’s attention, then make them need to know what’s on offer when they click.

Keyword placement is very important. The keyword phrase (or a variation on it) needs to be in the headline. Next, make sure that your second line is relevant and really eye-catching. Don’t use phrases like “quality service” or state however long you’ve been in the business. These types of approaches don’t wok with pay per click.

The last line is important, too. So use it to tell the customer why your product is the best, or give them an offer they can’t refuse like a special. This really does increase the chances of an eventual sale. Don’t use deceptive wording, it might get you more clicks, but you’ve little chance of converting the click to a sale.

PPC campaigns aren’t easy to write and require some careful thought Make sure your ad gets attention by following these guidelines and you’ll be seeing lots of clicks in no time.

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