How to Write PPC Ads That Get Clicks
With the Google search engine claiming a market share of 92% in 2022, It’s the perfect place to gain visibility and get in front of potential customers! You know this can be done organically, but that is not why you’re here!
Instead, you want to know how to write effective PPC (pay-per-click) ads that get clicks. Sound about right? If so, carry on reading and watch your campaign health skyrocket!
User-Focused Ad Copy
When writing ad copy, think as the search engine user would. Put yourself in their shoes and think about what would make you click on an ad. I recommend selling the desired outcome rather than the problem or thinking of what the user wants to accomplish. This is a great technique to encourage people to click on your ads.
Moreover, people buy products or services because they want or need them. You should focus on how the product or service will improve your potential customers’ lives.
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Spy On Your Competitors!
This one’s for the James Bond wannabes out there!
You’ve probably been told not to copy your peers from an early age, but where’s the fun in that?
Keep an eye on the ad copy and headlines your competitors use for some inspiration! Top tip, if you see a competitor continuously using the same ad, it could be because it performs so well. Test this out the next chance and see how the ad performs when tailored to your product or service.
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Use All The Space Provided
Google responsive search ads give the advertiser 15 headlines and four descriptions. Google limited headlines to a character limit of 30 and descriptions 90. When in rotation, only three of your headlines will show with just two descriptions.
These ad headlines and descriptions can set you apart from competitors and drive qualified leads to your landing page. This shows how important it is to use every bit of space Google provides to help maximise your ad quality score.
Moreover, writing copy for PPC ads will allow you to pin any headlines you see fit to their position. Although I believe this has its purpose, from personal experience of managing and improving RSA’s for various clients.
I’ve found what works best is to leave everything unpinned as this gives Google the most options for ad rotation. It allows machine learning to take control and find the best-performing selection of headlines and descriptions. By pinning too many headlines, you limit Google’s ability to optimise your ad rotation. This will have a negative impact on your ad score.
Remember your display URL! This doesn’t have to be identical to your actual landing page URL. Still, it helps to tell the user what information the landing page they land on will contain. From here, the user can self-assess whether the landing page will solve their problem or satisfy their want.
You’ve made it! I hope this blog has helped you become a better marketer and given you something you can implement to boost your PPC ads. Now time for some key takeaways.
- Keep the user at the focus of your ad copy.
- Monitor your competitors regularly to see if you can use anything they use within your ads.
- Ensure you use all the space provided by Google in your ads.
If you’re new to writing copy for PPC ads, responsive search ads are great for driving qualified leads. Machine learning software can be leveraged in such a way that saves you time while still testing your copy to maximise your ad rotation so you do not have to!
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