Ad copy is an often overlooked part of your ppc strategy. As a pay per click company in the UK, myWebhero constantly test ad creatives & have learnt a few tips over the years.
Good ad copy has the power to drive more clicks through superior CTRs, lower costs through improved Quality Scores & better conversions by framing the proposition in the customer’s mind before they’ve even visited the website.
Here we’ll share some of our top ppc agency tips for ad creative that helps you stand out on the SERP, get the click & boost your conversion rate.
The first tip is to draw the eye to the ad. Numbers are a great way of doing this and you can apply it to your meta titles too for added SEO impact. Peoples eyes are naturally drawn to numbers & they are even more visible if you have the only ad containing them.
You can use numbers such as prices, No 1 status, customers served, product lines in stock… and so on.
Similarly, you can use symbols (and in some cases emojis) to draw the eye in a similar way. Take a look at this example of one of our ads.
Currency symbols work well, as to copyright & Registered Trademarks. On some rare occassions, you can even sneak in some emojis!
As well as drawing the eye, pricing can help qualify customers in or out of your service / product. There’s little point paying for a click from someone who cannot afford it!
Adding a price helps people frame your product & know whether it’s within their range. Yes, you can use a price extension, but putting a price in the headline makes it front & centre, unavoidable.
There are other ways to qualify people in or out, using works such as expensive or luxury etc. help you set your stall out and avoid unnecessary clicks.
There’s little point just making up the numbers on the SERP. You need to differentiate yourself from the competition.
Quite often you’ll see bland & repetitve ad copy from your competitors, this is your chance to shine.
The perceived wisdom in writing ad copy is to include the exact keyword in the headline. This can lead to some pretty clunky & repetitive ads.
Yes, you should make sure that the ad is relevant & immediately recognisable as the searcher scans the SERP, but that doesn’t mean blanket use of the keyword.
Remember that somebody is searching for an answer to their problem. If you ad can address & answer that problem, then you’re going to see some pretty hefty CTRs.
Writing in plain English for the searcher, rather than the engine will always be preferable!
Finally, don’t forget to add a call to action to your ad. This plants the seed in the visitors mind of what you expect them to do when they visit the website.
Classic examples are; Sign Up, Buy Now, Browse For.., Download – you get the idea!
Well, thanks for reading this far, here are some links to our services if you want to checkout how we help clients achieve extraordinary results through their PPC campaigns.PPC Management Services Ecommerce PPC Services Multilingual PPC services