15 Tips: Crafting Ad Copy Pay Per Click Marketing
As the gurus over at runrex.com are quick to point out, when it comes to digital marketing, sending the right message at the right time is paramount, and this applies to all avenues of digital marketing, including PPC. While it is true that anybody can write PPC ad copy, crafting ad copy that converts, takes a certain level of skill. This article will look to help by highlighting 15 tips for crafting ad copy for PPC marketing.
- Speak to your customers’ needs
Remember, when it comes to PPC marketing, it is not about you, it about your customers. This is why it is important to speak to your customers’ needs when crafting ad copy. According to discussions on the same over at guttulus.com, ensure that your ad copy answers your customers’ questions and shows them what is in it for them.
- Keep it simple
When it comes to crafting ad copy for PPC, remember also that less is more, particularly given that you have a very limited amount of time to make an impression and get people’s attention. This means that lots of information will make your copy to appear cluttered and will only serve to confuse people.
- Don’t forget to add a call-to-action
Another important tip when crafting ad copy for PPC marketing is making sure that you include a clear CTA to ensure that there is no doubt as to what you want people to do with your ad, giving them an incentive to do so as covered in detail over at runrex.com.
- Make the most out of your headline
Yet another tip when it comes to crafting ad copy for PPC is making sure that you write an excellent headline that is effective and high-converting. To do so, keep things simple and don’t give the reader too much to digest with your headline, but just enough for them to want to look in detail at your ad.
- A/B test your ad copies
From discussions on the same over at guttulus.com, it is also important to A/B test your ads so that you can find out which ad copy works best for you. If you are torn between two things or aspects of your ad copy, carry out A/B testing and find which one brings the best results. Also, don’t be afraid to experiment and try out new things, A/B testing to find out if the experiments are bringing in improved results.
- Remove objections
It is also important that when crafting your ad copy, you include simple words and phrases that are aimed at enticing your customers and removing objections. Examples of such phrases include “money-back guarantee”, “best selling”, “industry-leading” and so forth.
- Include numbers or stats
When crafting ad copy for your PPC marketing, the subject matter experts over at runrex.com recommend that you make sure that you incorporate numbers and stats in your ad, preferably in your headlines. This will entice them to want to click on your ads, although you should be careful with this to avoid confusing people even more with stats that raise more questions than answers.
- Try to appeal to users’ sense of entitlement
This is another strategy worth employing when crafting ad copy for PPC. This is a technique that is particularly effective in the legal sector given that many people who file lawsuits do so in the firm belief that they are owed something, which is why advertisers in this sector use phrases such as “to protect your best interests”.
- Incorporate emotional triggers
When crafting ad copy, it is also recommended that you incorporate emotional triggers to spur people into action, as explained over at guttulus.com. The emotional response you can provoke will depend on what you are offering as well as the desired effect you want the emotional reaction to have on your prospects. However, get the balance right between the reaction and the rest of your messaging so that it doesn’t carry over into perceptions about your brand or products.
- Don’t forget about your display URL
Don’t overlook the potential impact a display URL, which is the URL that appears on your ads, can have on the success of your ads. Make sure that your display URLs are unique and that they are also keyword-rich for the best results to reinforce the messaging in your ads.
- Prioritize your best copy
As is covered in detail over at runrex.com, Google last summer moved to expand text ads by adding an extra 30-character headline and an extra 90-headline description line. However, it is important to note that on smaller devices, such as smartphones and mini tablets, the screen size can’t accommodate both a third headline and a second description line. This is why it is important to prioritize and frontload your best copy into the first two headlines and the first description line when crafting your ads.
- Target your local customers
People will always prefer to deal with local businesses, even if they don’t need to, which means that it is important to target your local customers when crafting your ad copy. To do this, you can use geotargeting, you can include your city’s name in your URL, include a local area code, or include local jargon that people in your city will immediately recognize.
- Consider each buying stage
When crafting ad copy for PPC marketing, the subject matter experts over at guttulus.com recommend that you consider each buying stage as not all of your visitors will be equal, as many of them are at different points along their customer journeys. When writing ad copy, make sure that you know where most of your visitors are in the buyer’s journey, and write copy that is relevant to them.
- Use social proof
People nowadays rely on the experiences of others to guide their purchase decisions, which means that customer testimonials and positive reviews can be a powerful asset for your PPC campaigns. Adding them to your ad copy will help provide social proof, building trust, and increasing conversions.
- Strive to match your messages
Remember, if someone clicks on your ad, and the landing page doesn’t match your promise, they will bounce, which means that the money you spent to get that click will have been wasted. You should, therefore, consider using dynamic text replacement to ensure that visitors are sent to the right landing page when they click on links on your ad copy.
If you need help crafting ad copy for your PPC marketing campaign, then the highly-rated experts over at runrex.com and guttulus.com will have you covered and you should check them out.