PPC Ad Copywriting Secrets You Can Model From the Pros
You’ve seen them: the ads that draw you in immediately and grab your attention, the ads that have the potential to make you click on them. The ads that seem to read your mind and offer a solution to the exact problem that you have. The ads that you may just want to see again.
That’s the power of an amazing ad copy.
There is a good reason why terrible ad copy ranks high among the reasons most campaigns fail. Ad copy is everything to a PPC ad; it’s the first thing an internet user will see when they enter a search into a search engine or visit a website with your ads displayed.
Good ad copy has the power to draw in every web user that scrolls past it while bad copy does your PPC campaign no favours at all. So, how do the pros get it right every time? The answer lies in a simple set of tricks that they all use – tricks you can model for your campaign too.
Highlight the value you’re giving
A PPC ad’s success tends to boil down to its ability to capture the reader’s attention immediately, if only for ten seconds. But there are lots of alternate ads present that distract from your own; one SERP can have at least six ads competing for a reader’s attention. This is where the ad copy comes in.
PPC experts have gained countless conversions for years using this one method: describing in detail about the benefits they are offering to a potential customer. Use the copy to highlight the value people will get from your service rather than simply telling them what they can buy from you. Benefits show why you’re better than the competition, which will ultimately get you more conversions.
Use bold call-to-actions that are right for the ad type
Call-to-actions can make or break your PPC ad campaign – just ask the experts. You must understand when to use the right CTAs for B2B and B2C ads and apply them precisely where a visitor to your web page can see them and take action.
Most pros suggest placing your CTA buttons in more than one area of the landing page in order to keep potential customers in the loop. Experts also go for actionable, straightforward wording when creating copy for CTAs. Think ‘Get Your Free E-book Here’ or ‘Shop Now’ rather than a plain ‘Shop’.
Write with the customer’s specific problem in mind
On his website, SEO and PPC expert Neil Patel advises PPC managers and copywriters to think about the potential customer’s problem and the solution they might be looking for when searching around in a browser. Experts write their ad copy such that it directly answers someone’s question by promising a feasible solution. Think ‘Jelis Lotion, Removes all your Pimples within 8 hours. No bleaching’, rather than ‘Jelis Lotion, Cheap and Affordable lotion for women’.
Make sure your ad’s message matches the content on your landing page
Anyone that’s run a PPC ad campaign before knows that directing people to your homepage or product page from an ad is a huge mistake. You need a landing page customised specifically for each ad, complete with a matching CTA.
Experts ensure their ads stand out by making sure the message matches the content on the landing page that the ad directs them to. No one wants to click on a link announcing a discount on a particular product only to be redirected to a page bearing a ton of other similar products on sale. If it’s an ad specifically for that discounted product, then the landing page should only show the item in question in order to keep the customer in the purchase loop.
Use numbers in your ad copy
Magazine covers use this trick, online newspapers hold it in high regard. The best part: PPC pros believe it’s a fine addition to any website’s ad copy too.
Numbers – whether in the form of a product’s price, the number of existing subscribers or the percentage discount of a product – can do wonders for your ad copy. They capture attention easily and give the reader a quick view of the offer at stake, which is something mere ad text may not always achieve.
Make your ad copy more targeted
For ad copy to really make its mark, it needs to be targeted specifically to a certain audience. Experts suggest that very specific keywords should be used in ad copies in order for it to appeal to its exact audience. As per the experts’ advice, copywriters should then incorporate the language or slang of their target market so that the ad feels more personal. This will allow it to attract the attention of the desired demographic more easily.
Take advantage of both the internet user’s emotions and logic
Emotions can go a long way in determining whether a reader clicks on an ad or not, and that needs to be incorporated into the ad copy from the very start. Ads that promise to make a reader feel better about themselves usually perform better than those that appear generic. Think: ‘Feel as beautiful as you are with Murray’s’ rather than ‘Murray, the lotion that works on your skin’.
The same technique applies to the logical side of things, especially for B2B ads where immediate purchase decisions may not be made. Ad copy should quickly explain how a service or product works and how it can solve a problem the reader may be having.
Learn from your direct competitors
In the world of internet advertising, one cannot afford to stay in the dark about what their competitors are doing. Experts recommend that you find out what keywords your competitors are using in their ad copy and how they compare to yours. At the very least, they suggest that you model good ad copy from your competitors when you see it.
Writing ad copy for PPC campaigns is an ever-evolving process. Admittedly, there are lots of mistakes to be made, but these mistakes can always be corrected with regular testing. In turn, this will allow you to weed out the poorly-performing ad copies which will help you to perfect your campaign. Try any of the tricks mentioned above and you’ll be well on your way to improving your ad copy and joining the top ranks of copywriting royalty.