PPC Ad Copy - Advice from the Experts
PPC Ad Copy – Why Great Copy Is Important
Without PPC ad copy that will draw the eyes of potential buyers, you will not be able to gain from the benefits of pay per click. Once you have completed your pay per click marketing strategy, determined your targeted keyword list, and set cost and budget details straight, the next and most important step in your online campaign is to come up with interesting and effective PPC ad copy.
There are two primary phases to writing PPC ad copy, and both are crucial to success. The first is the writing of the actual text copy for your search engine advertisement. This is what will initially draw the attention of serious searchers. The second is to compose the PPC ad copy for your website's landing page, which is where the reader will be directed after clicking the link itself.
PPC Ad Copy - Writing the Ad Text
Writing effective PPC ad copy for pay per click programs can be a real challenge, and requires not only excellent copy writing skills, but also strong editorial skills as well. You need to be able to get your message across in a creative and interesting fashion in as little space as possible, which comprises the bulk of the challenge.
Here are some general guidelines to follow when writing PPC ad copy:
- Follow guidelines on language: Unlike regular advertising, text-based search engine advertising for pay per click programs usually has strict guidelines regarding the language that can be used.
- Follow guidelines on length: Again, most pay per click programs will have set policies about the maximum length of the ad copy, and of the headline in particular. It is very important to follow the length guidelines when designing your PPC ad copy.
- Include your keywords in the copy. The keywords are what your potential customers are searching for, so if they see them listed in the copy of your ad, they will be more likely to judge your site as a qualified source for what they are seeking.
PPC Ad Copy - Writing Landing Pages
The landing page is the next step after the initial ad itself. This is where your readers are going to learn more about the details of your advertised product or service, and where they will make the decision about whether or not to spend their money on what you offer. It is equally important to write good ad copy here in order to keep their interest and convince them to make the purchase.
Here are some tips for writing PPC ad copy on a landing page:
- Consider the length of the page. You want your ad to say only as much as you want it to say, and only in as much space as is necessary to get the point across. Long ads can lose the interest of a buyer, whereas exceptionally short ones may leave them feeling like they don't have all of the information.
- Strong headlines. You want to be able to write attention-grabbing headlines that will lead the reader into the bulk of your PPC ad copy. By doing so, you should enjoy a major increase in follow-throughs from your landing pages.
- Target market. You know what your target market is, be it based upon geographical location, age, gender or any other factors. By catering to this target market with deliberate wording that will interest them and make them feel comfortable, you will create an effective and professional landing page that will retain their interest.
By combining both of these strategies and creating the best copy that you can, you will be able to attract a larger number of serious and interested buyers.