The Internet delivers information within seconds (or should we say milliseconds) when you type in a query. If I had to guess, this has made a profound impact on the way you search; the amount of time you are willing to invest in searching for something has dramatically decreased over the years.
And if this is correct, it has also affected the way you make decisions about what organic links to click on or what paid ads stand out to you. Essentially, you only have a few seconds to capture the attention of your searchers AND get them to click your ad, so isn’t it time you take a look at your campaigns and determine if you are sending the right message?
1. Cut to the chase.
PPC ads aren’t the place for you to ramble on and on. That’s why there are character limits, right? Cut to the chase of your message and pick your words wisely.
2. Speaking of words…scrutinize them.
Professional writers know that the only way to improve is write more, read more, write more, re-write, edit, and repeat. Now you’re in the know. Your PPC copy might take several tries to get it right. Every word—every character—counts, so don’t pick the wrong ones. The language should correlate with your targeted audience, targeted platform, and your desired outcome.
3. Look at your competitors.
Imitation is the sincerest form of flattery, right? Check out the industry leaders for your business or some of your local competitors and get ideas from their copy. Take notes and then focus on what makes your business unique in the copy. In other words, tell the searcher what you have and they don’t.
4. Compel the searcher to act.
This is typically referred to as the “call to action.” A simple “call us today for a quote” might work for some lower-bid keywords or less competitive keywords, but for the most part, you need to diversify and hone in on the ultimate goal of the campaign. Your call to action and conversion metric need to match up.
There should not be any grammatical mistakes, misspellings, or otherwise obnoxious errors in your copy. This discredits your client (or your business) and could be detrimental to your success.
6. Include prices in ad.
Including prices in ads is effective because it gives the searcher immediate information without an unnecessary click. You avoid (some of) the clicks from people who won’t end up buying. The searcher knows up front what you can offer them and this is crucial if you’re an ecommerce marketer.
7. Create copy specific to the platform.
Use Enhanced Campaigns to set up your ads for mobile and desktop searchers and tailor your copy accordingly. [Read about three easy changes you can make to your mobile campaigns here.]
Good advertising copy could make or break your PPC campaign. As with most things, try, try, and then try again until you find ads that are working for your brand and offering a noticeable return on investment.