Writing good ad copy is critical to the success of your pay-per-click (PPC) campaign. You need to attract targeted leads and you have limited space to do this. Your copy needs to be compelling, and you must attract buyers who want your product or service.
It’s important that your ad copy aligns with your keywords and landing page. Following this approach will make your ad relevant, which can reduce your costs and increase your conversions (e.g., sales or registrations).
You can improve your conversion rate by including a strong call-to-action in your ad copy, e.g., ‘download for free’ or ‘order now’. Make your ad copy compelling by including your unique benefits, e.g., free delivery.
You can create a few variations of your ad copy and monitor to check which versions are working best. This is a method used by some of the best White Label PPC agencies, that can ensure your budget is being spent on only the most effective and lead generative ads.
Text Ad Structure
A PPC text ad includes the following:
- The main, attention-grabbing headline. It should match the user’s search term and the message on your landing page, while also offering a unique perspective for your audience.
- Display URL. This is the URL where you want visitors to go when they click on your ad. It won’t be seen by searchers so all you have to do here is enter your website or landing page URL.
- The description should include your keywords and a call to action. If your word count allows you should also use this section to answer potential customer questions and build on your brands services or products.
Each of these elements must keep within a certain word limit. There is also an unspoken rule of writing Google search ads which outlines that Ad headlines should always be written using title case. Title case means all words are capitalized, except non-initial articles like a, the, and, etc. This rule might seem unnatural, but it has proven to improve ad performance.
You can also include ‘ad extensions‘ based on your marketing goals. Ad extensions may include a phone number or call button, extra links to pages on your site and information about your location or unique benefits.
An example ad might be:
Driving Lessons – Intensive Courses Available
Learn with a friendly, experienced instructor. Book online today.
Block booking discount. Lessons from £15.
Write Effective Ad Copy
Key points to consider when writing your ads are to:
- Always include your keywords, without keywords your ads will likely flop.
- Use phrases that relate to your keywords. This will help create a richer quality ad and provide more results.
- Be specific and descriptive, this is especially important as Ad copy has a limited work count.
- Offer benefits through your ad copy. This includes sales or time-limited offer promotions.
- Include a call-to-action like ‘find out more’ or ‘buy now’.
- Make your keywords part of your display URL.
- Include exact numbers and figures. This provides a clear number to your customers and entices them to view your site.
- Be geographically specific. Appearing to be local or nearby in location can help you be more relevant and familiar to your visitors.
- Keep your copy simple and to the point.
How Agency Stack Can Help
Every business wants to achieve clear, measurable returns on their advertising investment, and at Agency Stack, we design and deliver PPC strategy and content that does just that. To talk to one of our team members about PPC advertising packages that will generate the results your clients have been looking for, contact us by phone or email today.