Running PPC ads can be extremely profitable – or it can be a waste of time.
What makes the difference?
Much of it has to do with your ad text.
Writing great copy for PPC ads is trickier than it might seem at first.
Platforms like Google Ads give you a limited amount of space to catch a searcher’s eye, get them interested in your offer, and entice them to click.
Unfortunately, there’s no winning formula for writing the perfect PPC ad (and if there were, everybody would be using it). But there are a number of best practices you can follow to make your ad copy stronger.
Here are 10 tips you can apply to the next ad you write.
1. Know What Your Target Market Wants
Lots of businesses approach ad-writing by talking about themselves. That’s a natural thing to do, and after all, you’re an expert on what makes your company great.
But it’s actually the opposite of what you should be doing.
Customers seek you out because they need something, not because they’re curious about your business.
The best way to get the attention of your target audience is to show them that you understand – and can fix – their problems.
Before you start writing, do this exercise: put yourself in your ideal customer’s shoes.
Think about what kind of problem they’re experiencing, and imagine how they’d search for a solution. Then, write your ad copy as a response to that imaginary customer’s needs and search habits.
2. Address Your Audience
Use the words “you” and “your” in your ads.
Speaking directly to your audience makes them feel important, and it creates the sense that your business is personable – you want to create a friendly and helpful relationship with customers right off the bat.
3. Use Emotional Triggers to Your Advantage
What’s the worst thing an ad can be? If you said boring, you’re right.
A bad PPC ad is completely unmemorable. It might be inoffensive and even well-put-together, but if no one ever feels intrigued or moved enough to click on it, why even bother publishing it?
You can avoid the fate of boring ads by choosing your words carefully and making your audience feel something. If you know what your target market wants, this shouldn’t be too difficult. – Read more
