Writing Effective PPC Ads (Creatives) for Your Pay Per Click Campaigns

Excellent advice from Bruce Clay.

For ad copy to convert readers to visitors, it must grab the reader’s attention.

Whether it's a print ad in a magazine, a pay per click ad on a Web page, or a sponsored listing on a search engine results page (SERP), your message must call out to the person reading it.

You may be advertising in the right place at the right time, however, without the right message, you will have a problem.

If you’re not appealing directly to the person who is reading your ad, you risk them seeing it without realising how it relates to them.

If the ad is a pay per click (PPC) ad, your potential customer has executed a search and is looking for something specific. If you write your PPC creatives to speak directly to them, there's a better chance they will click on it and visit your Web site.

So what characteristics do you look to include when writing ad copy?

First, be sure to use your keywords in your title and even in the description when you can.

If possible, start your title with the keyword or keyword phrase.

For the description, understand that people want to accomplish or learn something, be entertained or take advantage of an offer.

People are motivated by fear, money, hope, lust, despair, health, safety, education, appearance, status etc. (Although maybe not all at the same time!)

You will want to include a reason for someone to choose to respond to your ad and take action.

Care about their problem and create an emotional statement using action oriented language. Remember W.I.I.F.M. What’s in it for me?

For example, perhaps you are offering a health resort holiday package. You might appeal to potential customers about the opportunity to get in shape and improve their appearances. Or maybe they just need a holiday from the daily stress of home and work.

Appeal to their wants and needs and they'll be enticed to click-through.

Your PPC ads might look something like this:

Health Resort Special
Relax, Rejuvenate & Meditate.
Join us for a wellness stay.

Holiday Get-away
Pamper Yourself & Relax.
Join us for a stress-free stay.

Beach Holiday Rentals
Stressed, tired, need to escape?
Feel your cares melt away...

Health Resort Holiday
Get in shape today at our
private paradise holiday getaway.

However, effective ads are only a part of the campaign.

Once your PPC creatives persuades a searcher to click, your landing page must now convert them.

It should look professional and above all offer them what they were looking for in the first place. They will be more likely to convert into a customer or a lead if the page they go to gives them exactly what they were looking for.

Appeal directly to your target audience with both your ad and your landing pages and you will experience greater quality visitors and better conversions.


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