Pay-Per-Click (PPC) campaigns, particularly through Google AdWords, are a cornerstone of modern digital marketing. These campaigns are a potent means to drive traffic, boost conversions, and maximize ROI. However, their effectiveness hinges largely on one critical element: writing PPC ads that convert.
Crafting persuasive and concise ad copy is essential to stand out in the competitive landscape of PPC advertising. In this guide, we’ll explore the principles of writing effective copy for Google AdWords campaigns, with real-world examples to illustrate each point.
Grab Attention with a Captivating Headline
Your ad’s headline is the first thing potential customers see, so make it count. It should be attention-grabbing, relevant, and include your primary keywords. Here’s an example:
Example Headline: “Get Your Dream Home – Affordable Mortgage Rates Today!”
Think about what would grab the attention of your client base. Are they looking for a dream home but are worried by the cost? Address this directly and put their concerns at rest immediately.
Be Precise and Relevant in the Description
Use the description to provide essential information and entice users to click. Each line is limited to 90 characters, so every word matters. Be clear and address the user’s pain points. Example:
Example Description Line 1: “Lowest Mortgage Rates in Town”
Example Description Line 2: “Quick Approval. Apply Now!”
It’s important not to use words such as “free”, “sale” or “approved” however as Google may view these as spam and block your adverts.
Highlight Unique Selling Proposition (USP)
What sets your product or service apart from competitors? Communicate your USP clearly. In this example for a gift store:
Example Description Line 1: “Largest Selection of Anniversary Gifts”
Example Description Line 2: “Gift wrapping on Orders Over $50”
You have two lines, so try to address a unique selling point with each line to maximise the impact of your copy.
Use a Compelling Call-to-Action (CTA)
A strong Call-to-Action (CTA) prompts action. Use action verbs to encourage clicks. Examples include:
Example CTA: “Shop Now,” “Get Started,” “Save Big Today!”
Potential customers need that last little push to make them click. Try to keep your CTAs to two or three words, and drive urgency messaging with words like “today” and “now”.
Incorporate Keywords Strategically
Keywords are the bridge between your ad and what users are searching for. No one wants to search for a new home and find out it’s in totally the wrong location. Include them organically in your copy. For instance:
Example Description Line 1: “Find Your Perfect Home in [Location]”
Example Description Line 2: “Explore [Key Feature] Properties Today”
Keywords might be simple locations, product names, key features, or be more general. But make sure you add them in where possible; these are the keywords and terms potential customers are looking for.
Leverage Ad Extensions
Ad extensions provide additional information to users, making your ad more compelling. These aren’t always displayed, so make sure you keep only additional information in these sections. For instance:
Example Sitelink Extension: “Browse Our Latest Listings”
Example Callout Extension: “24/7 Customer Support Available”
This section is great for offering trust-based messages and functional information.
Test, Optimize, and Refine
You might have the perfect PPC copy; but continuous improvement is key. As time moves on, new products come out, or even the weather changes, your ad copy might not be good enough anymore.
Conduct A/B tests with different ad copies to see what resonates best with your audience. Over time, refine your copy based on performance data, and extend your adverts that convert well into other product lines or services.
Maintain Quality, Relevance & Brand
Whatever you choose to write in your advert campaigns, there are three pillars you should always align with:
High Quality: Many people forget to check basic spelling and punctuation on advert copy; an instant turn-off for potential customers.
Relevant Content: Ensure your landing page aligns with your ad copy. A seamless transition from ad to landing page enhances user experience and conversion rates.
On Brand Messaging: Keep any content you produce on brand. If you offer a large selection or high quality product; work those messages in rather than a discount led message.
Can you write PPC ads?
Crafting persuasive copy for PPC campaigns is both an art and a science. It’s about catching attention, addressing user needs, and compelling action. By following these principles and using real-world examples as inspiration, you can create PPC ad copy that drives results, maximizes your ROI, and propels your digital marketing efforts to success.