You probably use pay-per-click advertising as part of your digital marketing strategy, but are you maximising your spends by writing good copy? At the end of the day, you want to stretch the value you get from every dollar spent on digital advertising, so use these strategies to write winning copy for your next PPC ad campaign.
Investigate What Your Ad Competition Is Doing Well
While innovation is a great asset, you don’t always have to re-invent the wheel. In fact, if your competitors are doing something well, you can learn from them. You don’t have to do exactly what they are doing. But you’ll know what they are doing right so that you can adopt an approach that targets the same audience and works well for your business. Consider the following:
- Find out what keywords your competition is optimising for and what ads are gaining the most traction through them.
- Explore how much paid searches and organic searches your competitors are investing in to give you an idea of average budgetary spends for PPC campaigns in your industry.
- Analyse the language your competition is using in order to target specific sets of people.
Your competition can serve as an asset when it comes to benchmarking your PPC ad campaign. And it doesn’t hurt to know how they are reaching out to the same audience as you are.
Showcase Your Product Or Service’s Unique Feature
People want to know how they can benefit if they purchase your product or service over others, so make sure you address this in your PPC ad copy. Consider the following:
- Try to find a unique feature that makes you different from your competition.
- Sell this unique feature as hard as you can with prominent copy showcasing its benefits.
- Tell users why your products and services are better than your competition.
- Bring this unique feature into different facets of your content so you can explain its benefits in greater detail on other pages.
Powerful words like original, authentic, real-deal, first can make a huge impact on your PPC ad copy so try to identify a unique feature that sets you apart from your completion – and use it well.
Use Extensions To Better Describe Your PPC Ad
Ad extensions offer more information about your business and should ideally be used in PPC ads for better click through rates. Ad extensions could be anything from phone numbers and page links to location, business ratings and much more. You can use ad extensions to boost visibility for your business in many ways, including:
- Maps – to help people locate your business easily.
- Images – to help people better understand the products and services you offer.
- Sitelinks – to help direct people to additional pages on your website.
- Click to call numbers – to help people reach out to your business quickly and with minimal effort.
People don’t like to spend too much time trying to figure out how to do something. Enabling these ad extensions will make it easier for people to connect with your business, which will eventually result in greater conversions.
Make Sure Your CTA Is Clear And Prominent
Your digital marketing efforts will prove futile if your CTA is unclear because users simply won’t know what to do next. This could result in precious business loss. To avoid this, make sure every PPC ad has a clear CTA statement. Consider the following:
- Make sure the CTA occupies a prominent spot on the ad – either in a different font or colour so that it stands out from the rest of the copy.
- Give your searches an incentive to click on the CTA by offering something they may want – a discount, a freebie or any other special offer.
- Make sure the CTA is relevant to the ad copy for greater traction and engagement with users.
Simply having a CTA isn’t enough. It needs to be on point and related to the ad you are placing on the web. An irrelevant CTA will be just as ineffective as not having one at all.
PPC advertising is a strong player in the digital marketing mix because of the potential it has to boost sales of your products and services without a massive budget. But it’s important that you get your ad strategy right to ensure long-term success.
Guest post by: Kevin Marshall is a certified Google AdWords and SEO expert at SEO Shark the Sydney SEO Agency with over 10 years of experience in digital marketing. Kevin is also a writer, he covers topics related to Search Engine Optimization, Pay Per Click and social media.