How do I write a copy of the advertisement

15 PPC Pro Tips for Writing Text Ads

Want to know how to write great Paid Search Ads? Columnist Pauline Jakober shares some tips from her years of experience writing PPC ads.

While every part of your PPC program is important, few elements are as important or visible as your ads. Often times, your ads are potential customers' first introductions to your brand - and we all know how important first impressions are!

You will also need your ad to do certain things. You want to attract attention, communicate your message clearly, and get qualified prospects to click - all while observing the number of characters and other restrictions.

How do you write a great text ad? Here are 15 tips to get it right.

1. Get the story straight from the customer

If we have customers on board, we ask them to fill out a new customer questionnaire so that we can get to know their company better. I always urge them to fill out the questionnaire in person and avoid copying and pasting from their company website. There is simply no substitute for getting the story straight from the customer!

Often times, a customer's own words give the most accurate and complete description of their products and services. When we write ads, we carefully review their words and often save phrases and terms for ad messages.

2. Think about the target audience

Before you start writing, you want to understand things from the audience's perspective. What problems do you have? What are their pain points? How does this product or service solve your problems? What questions could you have about your product?

The answers to these questions will help you guide your advertising messages.

3. Do it about your audience, not you

Following the point above, create a copy of your ad about your audience, not you. In other words, you want to use (or imply) the word "you" more than "us" or "our".

For example, look at these two headings:

  • "XYZ Helicopter Tours -Overfly the Las Vegas Strip ”
  • "XYZ Helicopter Tours -We'll fly by the Las Vegas Strip ”

The difference is subtle, but ultimately the first is better than the second because you are making the seeker the subject (and not yourself).

4. Add product / service benefits

What makes your product or service great? What unique advantages do you bring?

Include these benefits in your ad messages when relevant to your target audience.

5. Describe how you are better than the competition

How will your ad be compared if it runs alongside competitor ads? It's never a bad idea to search for competitor ads to find out.

Obviously, you don't want competitor ads unduly influencing what you write. However, knowing how they are compared may make it clear which product features and benefits need to be highlighted.

6. Think holistically

You need to consider the big picture when writing an ad copy. Because of this, we typically create a messaging roadmap for customers that includes the ad copy andall relevant extensions. That way, you can avoid the problem of accidentally repeating messages when viewing one or more ad extensions.

Of course, a few repetitions are fine if they help you get your point across. But if "10% discount!" shows up in four different places, not only is it a waste of space, it is also distracting.

7. Add a call to action

Somewhere in your ad copy, you need to tell visitors what to do, such as: For example, Buy Now, View Now, Shop Now, Learn More, or Get a Quote.

Make sure your call to action is strong and clear. Use an action verb and include any (legitimate) time constraints, e.g. B. “Shop today! The sale ends on Monday. "

8. Use keywords

Of course, you'll need to use keywords in your ad too, usually in your first or second headline.

9. Mirror the possible search term

The closer you can tailor your ad copy to what users are searching for, the better.

For example, if people are searching for "Office Lunch Catering Atlanta", try adding "Office Lunch Catering Atlanta" to your copy of the ad instead of "Catering Office Lunch Atlanta Atlanta".

10.Specify your price (or not)

You have to decide whether or not you want to include the prices in your ad. When you've done your research and you know that your product or service is competitively priced, it's time to get them involved. (But watch carefully in case your competitors drop their prices or have a sale.)

You can also choose to quote your price if you have a higher quality, more expensive product and want to deter bargain hunters from clicking your ad.

11. Add qualifying elements as necessary

You can also add elements to your ad to help qualify prospects. We mentioned this in the point above when we were talking about using price to discourage price sensitive buyers.

12. Create your headings carefully

When it comes to paid ad copy, headlines are king. As mentioned in this article in Search Engine Land, your description line, ad url, and ad extensions are only present as a supplement to the headings. So write them carefully and thoughtfully.

13. Copy if you want

Unlike high school, it's okay to copy here! If your customers already have slogans or other marketing copies that look good, be sure to use them in your ad.

14. Have someone proofread

If you're the person who designed and wrote an ad, you shouldn't be the one to prove it. The more eyes you can get on an ad before it goes live, the better.

At Group Twenty Seven we have integrated proofing into our processes. A PPC employee creates the ad. The team leader will check this. We then review the ad with our client for approval.

With this process we have three ways to spot errors.

15. Test and then test again

Even if you think you've found the perfect ad, it's always a good idea to create two or three more and then test how they work.

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byPauline Jakober
Source: Search engine country