Now that I have your attention, let’s talk about writing an effective PPC ad. There are plenty of articles out there that will tell you the proper way to write an ad. But, just like in other areas of search engine marketing, there is no template for success – you must find what works well for your business and what appeals to your unique customers.
As an advertiser, you are given anywhere from 100 to 150 characters to convey your message, and your ad is displayed on a results page with 10 of your competitors. So given your limited space and the clutter, it is essential that your ad attract your customer by using these techniques. Use your keywords. Not only will your ads appear more relevant, but also these keywords will often be bolded in your ad.
Be specific. This will definitely make your click through rate soar, and it will also lead to more conversions.
Write plenty of ads. Don’t be afraid to write upwards of 20 ads for one campaign. This is just another way to be specific – If your audience feels like they are being catered to, they are more likely to click your ad.
Avoid Gimmicks. In my opinion, words like those in the headline of this blog, tend to deter searchers rather than attract them. But, create a couple of ads using them, they will attract some customers. Use exclamations sparingly, it gives the impression that you are yelling, plus there are restrictions on using excessive punctuation.
From my experience the ads with the highest click through rate are those that present the facts in a clean and concise manner. You might find yourself using abbreviations to make your message fit into your limited space – but it can lead to ambiguity in your ads. It is best to just try to use smaller words.
If you guide your ad writing by these principles, you can create ads that are successful as well as unique to your business and your consumers.
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