How to Write Great PPC Ads
Writing Great PPC Ads
 There is definitely a difference between writing ads and writing great ads. A
normal ad gets easily lost on the page while the great ad gets people's
attention and gets those relevant clicks. At the same time it avoids irrelevant
clicks that cost you money but don't give you much value in return. Luckily,
there are several key things that you can do to write great ads for your
campaigns.
Be Specific In Your PPC Ads
Above all else, be clear and specific in your ad text. Your space is very
limited and every click is costing you money. So there is no room to be unclear
in what you have to offer.
Why should someone choose your ad over all the others on the page? Spell out
what sets you apart from your competitors. Guarantees, promotions, unique
features, these are all good things to emphasize. Let's say that we are writing
an ad for an imaginary Two Trees Olive Oil web site. Maybe we've defined our
competitive advantages as being our guarantee that you'll love our products or
we'll refund your money and that we're certified organic.
Crafting Your PPC Ad
Here's how we might incorporate that into an ad. Our headline might be
Organic Olive Oil.
For description line one, we could say "Love Our Oil" or "Your Money Back". Then
we can finish off with our description line two, saying "Two Trees, the Best Oil
Around!" With this ad we've included two product features that make us stand out
from the rest. Next, wherever possible include pricing and promotions and get
specific. This lets the user know exactly what to expect and decreases the
likelihood of someone clicking on your ad and then leaving your site when they
find out it wasn't what they wanted.
Include Price Details in Your Ad
 If the user knows the price before they click and they still click, then the
chances are pretty good that they are interested in what you are offering and
the price has not scared them away. So let's rework that ad that we did earlier
to incorporate pricing. By adding the price, users now know exactly what to
expect and if $5.99 is too much for them, well, they are not very likely to
click on your ad and add to your monthly Google AdWords bill. Another key to great ads
is to let your users know what you expect them to do once they get to your site.
Guide Your Visitors
We do this with a strong call to action. Things like Call today, Download,
Get a quote, Browse, and specific directives like this let people know what they
are supposed to be doing next and they can help boost click through rates as
well as conversions. Again, taking a look at the ad that we've been working on
for Two Trees let's work in a strong call to action. We'll replace the last
description line with our call to action, something like "Shop online now for the
best deals". This tells the user what to expect once they click, namely that
they'll be shopping on our web site immediately.
Another thing you can do is work at least one well-performing keyword from
your ad group into the text of your ad and if you can do it in the headline,
that's preferable. Not only will the keywords be bold in the search results when
those words are used in the user's search query, but it will help draw the
searcher's attention to your ad by tying it directly into what they searched
for. Often, repeating back to the user the same words that they used to describe
your products and services goes a long way in convincing them that you have what
they need.
Grabbing Attention with Your PPC Ad
 You also have the ability to draw attention to your site's web address
through the way that you enter your display URL. While I'm no longer able to use
capitalization in the domain, I can use capitalization to make anything more
readable. The user will actually be taken to the destination URL that I define
once they click. Just remember to stay within your character limits here.
Speaking of destination URLs, there's more to great ads than just the ad copy.
Be sure to select the best destination URL possible to send your users to after
they click on your ad.
Specific Landing Pages
If a user doesn't exist, consider building a dedicated landing page on your
site. Make sure that the keywords in your ad group, the text of your ad, and the
destination URL are all relevant to each other. If your ad mentions promotions
or a specific product, then make sure the page the user lands on after clicking
makes reference to what was mentioned in the ad. If your ad is talking about
purple socks, then send the user to a purple socks page, not to your clothing
category page.
Be as specific as you possibly can in tying together your keywords, ads, and
landing pages.
This will help keep visitors on your site and help increase the likelihood of
them converting on your goals,
Google
rewards great performing ads. Finally, writing great ads means admitting to
ourselves that despite all the thoughtfulness and attention that we have put in
to writing wonderful copy, it's possible that there are better possibilities out
there. So, write more than one ad.
And Remember...
Keep in mind that you should always be testing different keywords,
different headlines, different calls to actions, different destination URLs, and
landing pages to make sure that you are showing your prospective customers the
best ads you have got. So hopefully now you see that great ads are not so
difficult to come up with if you keep these key elements in mind.
Be clear and specific, include pricing and promotion details, make sure to
use a call to action, try to include keywords within the ad headline if
possible, and use the destination URL to your advantage. Lastly, follow all
these guidelines all over again to come up with new and different ads that you
can test against each other.
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