When done properly, pay-per-click advertising can yield a tremendous return on investment. With PPC advertising, you can display relevant, targeted ads to searchers who are looking for the products and services your company offers. And since you only pay whenever someone clicks on your ad, it’s a cost-effective way to send high quality traffic to your website.
Of course, the first challenge is getting that click. You have to compete with other PPC ads plus the organic search results, so getting a click might be a little tougher than you would think. But if you follow these tips for writing your ads, your paid search result will stand out from the rest and earn you more clicks.
Write unique ads for each keyword—The worst thing you can do is to write a single, generic PPC ad and use that for all of the various keywords you’re targeting. You’ll end up with an unfocused, untargeted ad that doesn’t seem relevant to searchers. For each keyword you’re targeting, you should have unique ads based upon that search phrase. The more tailored and specific the ad is to the keyword, the better.
Include the keyword in the ad—If you’re creating a PPC ad for the keyword “red widgets,” include the phrase “red widgets” in your ad. Ideally, you should include it in the headline and in the ad copy. Whenever you include the keywords in your ad, Google will actually bold the phrase, making it stand out a little more in a crowded search results page.
Speak to the customer’s mindset—Understanding the psychology of how and why people search certain terms will help you create better ads that are targeted to the customer’s current mindset and predicament. Try to figure out what the customer’s need is when searching for a particular phrase, and try to know what stage of the buying cycle they would be in when using such a search query. Then, tailor your ad copy to speak to their current situation, so it really resonates with them.
Highlight a benefit—What’s your company’s unique selling proposition? Why should someone do business with you rather than one of your competitors? How will they benefit by using your product or service? Focus on highlighting this in your ad.
Have a strong offer—A great offer will motivate searchers to click. Maybe you’re offering a limited time discount on your product or service. Or maybe you’re offering free shipping on all purchases. Maybe a free consultation or free product demo. Have a clear, compelling offer that’s worth clicking to learn more about.
Test different ad copy—The only way to determine what’s working and what needs to be improved is to test out different variations of your ads. Believe it or not, sometimes changing just a single word in an ad can make all the difference when it comes to getting clicks and conversions. So, test everything, and see what gets you the most clicks.
Are your PPC ads getting clicks? What tips would you offer for writing better ads?
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