Ad Copy Quality For Your PPC Campaign

It takes just three lines of text to make a person click, but if the ad’s copy doesn’t work the rest of your campaign won’t have a chance. Be noticed and empower the customer to click on the ad. Often people get too far ahead of themselves and put all their efforts into making the sale, but you need to start with the customer clicking on the ad before you can make that all-important sale.

Conventional marketing tricks just don’t work with PPC. Pay per click has become its own marketing enigma where everything you know about advertising has been reinvented. At the same time, many novices are finding it to be their ticket for success. To get your campaign to work you need to understand how those three little lines of ad copy work, and the last thing you want to try and do is cram in too much information. Less really is more in this case.

The ad works best if it has a good headline. This is true in other forms of writing, too. However, in PPC ads, this is even more true.  Your ad’s copy has to be perfect, or as close to it as possible. You have a few available words to sell your site, so the words you use must be the right ones, and spelling and punctuation are very important. A wrong word or a spelling mistake can mean you’re kissing customers good bye- and your money, too! Even if it doesn’t seem like a big deal to you, if the finished product looks unprofessional,  people who would have normally clicked on that ad will avoid it.

Make sure you get attention first. There will be more ads than just yours in the search page sidebar. If you want to get customers, you’ll have to stand out. Make your headline and copy appealing and attention grabbing. If possible, pique the viewer’s curiosity - make him or her want to know what’s behind that ad.

Keyword placement is very important. The keyword phrase (or a variation on it) needs to be in the headline. Next, make sure that your second line is relevant and really eye-catching. Don’t use phrases like “quality service” or state however long you’ve been in the business. These types of approaches don’t work with pay per click.

The last line of your ad is important, too. Use it to tell the viewer what’s best about your product, or use it to highlight an offer or deal. This will increase the chances of a click through and an eventual sale. However, never use deceptive wording to get more clicks. A click that doesn’t result in a sale is a wasted one, because you pay for it anyway.

PPC campaigns aren’t easy to write and require some careful thought Make sure your ad gets attention by following these guidelines and you’ll be seeing lots of clicks in no time.