adCore’s Guide for writing effective Ad Copy (Part one)
If you’re looking to improve your CTR you’re going to have to invest in your ad copy. Some believe writing ads for PPC campaigns is an easy task but in reality it can be very time consuming and overwhelming. The ad space is pretty restricted so getting your message across can often be difficult. Follow these five tips to make your ad copy as effective as possible.
Always include a “Call-To-Action”: When writing your ad you should always think about your desired end result. What is your ultimate goal? How can you get a potential customer to fulfill that goal? Incorporate a call-to-action in your strategy to encourage a conversion. Tell your customers what you want them to do. “order now! Buy Today! Call too book”. Help your potential customers make the decision by being as specific as possible and including a sense of urgency in your ad. The whole point of using call to action is to get the customer to perform your desired action right away. If they don’t do it immediately they might never get to it. It may be helpful to mention the benefits of taking action. “Purchase today and receive 20% off” “Buy now and save” “Order today and receive free shipping” people may be more responsive if they know what’s in it for them. You can test different call to action phrases in different places in the ad to see what converts best, but my own experience is that the Call to action works best when it’s the last thing they read.
Include your “Unique Value Proposition”: What makes your offer different? Why should customers click on your ad and not on the ad of your competitors? Make sure you always have an added value on your ad that will differentiate you from others and make your offer more desirable. Does your ad offer a sale or free shipping? Will your customers feel that they will benefit by clicking on your ad? Ensure that your offer will always stand out in your ad text!
Incorporate targeted keywords in the ad text: Including targeted keywords in your ad will make it more effective. Not only can it raise your quality score but it will be much more relevant to the people who are searching for your product or business. Always use your top performing keywords in your ad to increase your ads relevancy and drive results.
Use a DKI (Dynamic Keyword Insertion): Using a DKI is a simple and great way to get your keywords into the ad text. The keywords that triggered your ad will be bolded inside your ad text making your ad stand out!
Use these best practices for ad appearance:
- capitalize words (It Makes The Ad Look Nice)
- Use as many symbols and numbers as possible – they are attention grabbers! If you have enough room you can use dates (Order Now. Free Shipping 24/7!)
- You are only allowed to use one exclamation point – Make Sure You Use It!
- Use a period at the end of the first description line. It will send your description line up beside the headline if your ad ends up at the top of the page (above the organic results).
Following these basic tips is the first step to creating successful ads and increasing your CTR. Stay tuned for part 2 Best practices for successful ads.