How to write a strong pay-per-click ad

When it comes to creating a strong pay-per-click (PPC) campaign, writing the actual ad copy is one of the most important parts. In many forms of advertisement, you have the space to write lines and paragraphs of text to market your product or service. PPC ads on the other hand are very limited. Google AdWords for example limits you to just 95 characters. Because PPC ads are so limited, it’s crucial that every single word counts. The success of your PPC campaign depends on being able to write strong PPC ads. Here are a few tips for making great PPC ad copy.

Use keywords in your ad copy

It may seem like common sense advice, but many marketers aren’t using keywords in their ad copy. It’s not enough to just create one generic ad and use it for every ad group. You need to take the time to carefully create several different versions of your ad. Make sure that each version is centered around the keywords being used to find that version of your ad. When someone uses that keyword, your ad will stand out because they will see that keyword in bold in your ad copy.

Have a strong call to action

Advertisements are most effective when they ask people to act on them. This is especially true of PPC advertisements. The entire point is that you want the person to click on that ad. Make sure that your ad copy includes calls to action. You can also use extensions within your ad copy so that people are able to click on different links that will take them to different pages on your website. You need not limit your ad so that it leads only to the main page of your website.

Highlight your unique selling proposition (USP)

PPC advertising is extremely competitive. Your competitors will always have their ads above and below yours. It’s crucial then that your ad copy tells people how your product or service is different. The goal here is to stand out from the competition. If you offer free shipping or a guarantee or any other service that your competitors don’t offer, your PPC ad copy is the place to mention it.

Make your ad stand out

There are plenty of other ways to make your ad stand out as well. Do a little research and see what your competitors are doing. You don’t want your ad copy to be a regurgitation of what your competitors have done. Make sure that your ad is unique so that it will stand out from the others around it.

Putting in that little bit of extra effort can make all the difference when it comes to the success of your PPC ad campaign.

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Source: Huffington Post