If you’re already a pay-per-click advertiser, you will (hopefully) know the importance of writing good ad text. Knowing this and then being able to take an objective view of your current text is a big ask. Because Google takes click through rate and advert relevance into account when determining position awarded and the cost you pay per click, it’s vital that each ad ticks a number of boxes and is regularly reviewed to confirm it is still in the best possible shape it can be.
First and foremost, you must forget the search engine. Regardless of what you hope to sell, the budget you have to market it or the search platform you choose, the ad must be compelling to the end user. Creating a formulaic marketing message that meets all search engine criteria while leaving your target customer cold is a fruitless exercise. As with search engine optimization, the focus when writing good advert text should be the person wielding the credit card and therefore the power, not a web bot performing pre-coded functions.
With the needs of your perfect client in mind, you can then turn your attention to the technical. Respect that fact that the ad must be compelling in order to attract a good click through rate (CTR). It should also be relevant to the ad group that it serves in order to target meaningful traffic. This rule of thumb will save money by cutting down clicks from users expecting to find something other than the information they are eventually presented with. The ad must also include keywords in the title and in the text itself in order to comply with AdWords Quality Score guidelines.
Taking all of that into account, your pay-per-click ad must convince search users that your site can deliver the product or service they are seeking at a better price and greater convenience than competitors’ ads.
1. Take Keywords Into Account
When writing your pay-per-click ad, you must ensure that keywords from the ad group are included in the title and body text. It’s important to be as specific as possible so include words and phrases directly from the ad group itself. For example, if you sell home contents insurance, the advert title should include that group of keywords in that order. The more specific you are, the more compelled your target demographic will be to click on the ad.
The second reason for including keywords as soon and as often as possible in the PPC ad is to meet with Google Quality Score guidelines. Including search terms shows Google that your ad, and therefore website, is relevant to their users original query. That helps Google to maintain its search advantage and means you will be rewarded with a good position at a lower cost per click. For more on keyword selection strategies, take a look at this article.
2. Test Different Adverts and Product Descriptions
Always write more than one ad per ad group throughout the entire PPC campaign. Each ad group should have a minimum of two ads, both of which are keyword rich but present the information in a slightly different manner. Try word plays, different marketing messages, special offers, limited edition products and any other valid points you can include within the advert to attract user eyeballs.
You can make your ad really pop at this stage by researching what your competitors are advertising and then using your allotted space to go one better.
3. Select Different Landing Pages
Just because a search user clicks on your PPC ad does not mean they will complete the conversion process and purchase your product or service. To increase the likelihood of money changing hands, think carefully about which page on your website the ad links to. You can try different landing pages as part of the testing process until you are satisfied that the advert is going through to the most suitable page.
4. Target Your Adverts
Pay-per-click advertising has made huge advances with a number of different targeting options available. You can elect to show your ads to specific towns and counties, to specific languages or only in certain countries. Deciding which suits your purposes and purse strings is a process of trial and error. As targeting options are advanced and include a facility to automatically turn ads on and off at different times of the day, it could be worth enlisting the help of a specialist to get this right.