Handy PPC Tips and Tricks: Here’s How to Write Killer PPC Ad Copy
Doomsayers have been proclaiming PPC’s death since, well, its inception. Yet if the popularity of PPC news portals like Marketing Digest are any indication, then PPC is clearly going strong. Unfortunately, the road to PPC success can be fraught with confusion, mistakes, and a lot of wasted cash. Yes, PPC promises great rewards, but it’s hard to strategically implement without the proper know-how.
In his Huffington Post (@HuffingtonPost) article, “How To Write Strong Pay-Per-Click Ad Copy,” contributor and digital marketing guru Jonathan Long exposed some of PPC’s limitations. For instance, PPC ads only offer a mere 95-character limit: 25 characters for the main heading, and 35 characters split between two lines. However, he also explains how one can exploit these limitations to further online marketing ambitions. Consider these finer points for PPC marketing success:
Promoting Individuality is Critical
Make your headlines stand out against a sea of competing ones. If your PPC headlines look almost identical to your competitors’, you don’t give users a good reason to choose your ad over others. They could end up having what James Scaggs’ Unbounce article calls “choice fatigue,” wherein users have too many choices and can’t easily discern why they ought to read your ad. To avoid this dilemma, you need to find out what your competitors are using, and go from there.
Your Specific Keywords Must Stay in the Copy
Perhaps a no-brainer among various PPC tips, it’s still quite surprising how several advertisers forget to include their keywords in the copy. Don’t be one of them. If you’re looking to reach the right audience, you must write different ads with a customized keyword copy for each and every ad group you have. For example, a user in search of ski hats for kids would choose the ad with the keywords “ski hats” and “kids” on it instead of, say, a general headline that goes “ski hats for sale”.
Encouragement Goes a Long Way
Effective calls-to-action are essential to any successful advertising effort. Unless your campaign is specifically crafted to simply make your brand known, you’ll absolutely want clicks that result in conversions, whether it’s signing up for a trial, downloading a FAQ page, or making a purchase. By explicitly telling the user what you want him to do, you increase your chances of getting clicks that are likely to convert.
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