According to SmallBizGenuis, paid advertising has an impressive 200% return on investment, with $2 being returned for every $1 spent.
Pay-per-click ads are a powerful marketing tool that many businesses use. However, you need to make sure that your ad is flawless in order to attract customers. Your ad needs to convince customers to click on your ad and buy a product or service from you.
If you want to create a flawless PPC text ad, keep reading to find out how to write amazing copy that converts prospects into customers.
When you’re creating a Google text ad, you have a limited amount of space to convey your message and get your audience to click on your website. There’s no one-size-fits-all formula when it comes to writing text ads that convert. But there are several copywriting practices you can implement that will improve your ads.
As with any marketing campaign, you need to know your audience. Understanding who your audience is, what they want, and how they think is essential for writing copy that converts.
No matter who your audience is, the important thing to remember is that people think about themselves. Creating PPC ads that show you know your audience is all about putting them first. They don’t care about your business. They’re looking for a solution to their problem.
Boring or dull ads are easy to ignore. When you’re creating copy that you want people to click on, you need to choose your words carefully so that they make your audience feel something. Emotions are a powerful way you can connect with your audience and make them want to click on your ad.
The experts at Search Engine Watch believe that adding an emotional touch to your copy is the best way to engage with your audience. Emotions in advertisements force people to notice and connect with the ad.
For example, if you’re advertising a law firm, your copy might ask “Concerned you’re not getting the right advice?” If you’re advertising an baseball equipment store, your ad can say “Make this the best season ever!”
A call to action (CTA) is your last chance to convince potential customers to click on your ad and visit your website. Choosing the right CTAs can help increase your click-through rate and improve your overall campaign. So spend some time focusing on the most powerful CTA for your text.
Avoid generic CTAs such as “Click here” and instead choose phrases that help the user understand what they will get from clicking on your ad. For example, CTAs like “Download now,” “Register with us,” “Get in touch,” “Learn more” all work well. Flashier examples might be “Let’s get swole!” for a gym or “Start designing your dream bathroom” for a bathroom remodeling company.
Your CTA should also help communicate the type of page your user is going to. Don’t use “Learn more” if there’s nothing new to learn, and don’t say “Sign up” if the user isn’t actually signing up for something.
Put yourself in your customer’s shoes and ask yourself if the language and word choices are easy to read and follow. Your ads should avoid using jargon and complex words, as this can confuse people and make them not want to click on your ad.
When you’re writing your copy, think about how you normally talk and the type of everyday language you use. Once you’ve written your copy, read it out loud to see if it sounds natural. Ask a co-worker or friend if it’s something they would click on, if it makes sense, and if it sounds appealing.
Your customers need to know your unique selling points and why they should buy your products or services instead of your competitors. Use your copy to explain how you’re different from your competition or how your customers will benefit from buying your product or service.
Unique selling points will help your customers decide whether they want to buy from you. For example, if you include the words “Free delivery” in your ad, then customers might be drawn to your ad to save a few dollars over a competitor charging $3 for delivery.
Find what makes your company unique, play it up, and make sure you’re backing it up. Customers don’t appreciate being lied to.
PPC ads limit the amount of space you have to write copy, which is why it is vital that you write concisely. Try to be as specific as possible when writing about your business, product, or service.
Google Ads provide a 30-character headline and an 80-character description, so make sure every character counts. You should also make use of all the characters and space available. If you have some extra characters, try thinking of a different benefit that you can add to your description to encourage your audience to click on the ad.
For maximum effect, it’s important to test the copy in your ads. This will help you see which copy works best for your audience. You might want to test two completely different ad texts to see which one has a higher click-through rate. Google’s PPC platform will allow you to run tests and look at the results.
You could also try split tests that compare different CTAs or that highlight different benefits. Alternatively, you might try placing your CTAs in different locations throughout the ad or try different display URLs.
Finding out what works best for your audience is an essential part of understanding what type of copy works best and why. The data you collect here can also help to improve all your campaigns.
Take your PPC text ads to the next level with our tips on how to create copy that converts. Your text ads are only as powerful as your words, so remember to spend time on your campaigns and carefully think about what your audience wants.
Contact us today to discuss your PPC campaigns and find out how we can help improve your copy.