How To Write An Effective Pay Per Click Ad Copy
If you want to have a successful Pay Per Click (PPC) search marketing campaign, writing an exceptional PPC ad copy is very important. An exceptional PPC ad copy involves not wasting money on unwanted clicks, but writing targeted descriptive titles and descriptions. It’s crucial to have a PPC advert copy that sends the right message to the right group of people, and not only anyone else, since you’re paying for every click. And fitting the right message in a very limited online real estate can be a challenge.
To lure in your likely clients’ varied personalities, come up with at least 3-4 different versions of an advert copy for the same product. PPC search marketing is not a “one size fits all” process. Even before starting the process of creating the ad copy, be sure you have determined your target group. If it’s any consolation, studies have shown that if important keywords are included in the ad title and the body, the conversion rate is going to be higher. So, why not follow the studies’ recommendations and give it a try. Odds are your Pay Per Click internet marketing campaign will profit from this.
When I said limited online real estate, let me put down the specifics. For example, Google AdWords has the following character restrictions: 25 characters for the headline, 35 characters each for Lines 1 and 2, and 35 characters for the display URL. Other advertising platforms have approximately the same character limitations.
The art of creating a successful PPC advert copy is also the art of fitting a message into these limits. The recipe is to create something that will stick out from the competition. A well written ad copy should be clear enough to screen a visitor if he would become a potential buyer. If your advert copy doesn’t pre qualify your visitors, you would end up wasting loads of money if the advert does not attract your potential visitor. The pre-qualification process may lower your click through rate, but at least you will be getting higher quality visitors who will actually buy something from your website in return.
The next thing to do is to combine your PPC ad copy with the targeted landing page on your website. You don’t want to send your potential buyers to the homepage as this is too generic. Utilizing the homepage as a landing page has been proven to get lower conversion rates. Instead, match your ad copy with the appropriate landing page. The landing page must contain the relevant information that your likely client is looking for and the product or service that you are trying to promote. It must be customer-friendly and easy to navigate to transform a visitor into a customer.
Your PPC ad copy holds the card for a successful PPC search marketing campaign. That’s why it’s extremely vital to make a copy that is efficient and attractive. An effective ad copy will turn your PPC internet advertising investment into a productive asset.
