The majority of online marketers know that well-written and properly targeted PPC text ads can make a difference between failure and success. Namely, text ads are crucial when it comes to creating the first impression about one’s business, which is why it’s of the utmost importance that this part of online marketing strategy is devised and conducted right.
On the other hand, PPC ads are not only supposed to give off that oh-so-important first impression, but also to entice a reader to click on an ad and perform a certain action. However, when creating these tiny yet valuable pieces of content, one has to respect limitations, rules, and restrictions imposed by Google, Bing and other search engines. That’s why we’ve decided to bring you these 10 pro tips for writing killer text ads.
1. Be the Audience
Before you even think of writing ads, you should put yourself into the shoes of an average Joe that might come across one of your advertisements online. This is an obligatory step because if you can’t perceive what your audience gets attracted to, you shouldn’t expect from your PPC ads to perform well, either.
Anyways, if you want to get under the skin of your audience, the first thing you need to do is make sure your ads are composed in such fashion to match the following statements:
- The product or service described in your ads can resolve certain issues for your prospective customers because everyone loves concrete solutions.
- Your ad conveys either essential or distinctive information about your product or service because there are literally thousands and thousands of similar products out there.
2. Make It About Them
One of the biggest mistakes PPC specialists make when writing ads is glorifying business or service they’re promoting instead of writing an ad that tells a potential customer what’s in it for them if they opt for the product or service that you provide.
For example, instead of saying something like “Our Prototype vacuum cleaner is the best there is,” try going for a line like “your house will be spotless with the Prototype vacuum cleaner.” It’s an over-simplified example, but you get the point.
3. Explain Your Position
Now, there’s nothing wrong with having an online ad that states that your service or product is excellent, great, gives instant results etc. However, that’s hardly going to be believable if you have no leverage to support that claim.
This is why it’s important to remember that you need to describe to your audience not only that you’re better, but also how you’re better. Research competitors (as well as their ads) so that you know exactly what they offer and how you can top that.
4. Call to Action
There’s no good ad without a properly included Call to Action (CTA). Therefore, apart from telling why anyone should choose your product in the sea of similar ones, it would also be wise to provide potential customers with a clear path by which they can reach you, which is basically the CTA.
5. Point Out the Benefits
Remember when we said that it’s better to let people know what they’ll get if they click on your ad rather than informing them that you’re the best in the field? Well, this can be taken a step further by emphasizing those same benefits you’re providing. Are you offering a time-limited discount? Don’t forget to mention it in your ads!
PPC is usually treated as an independent online marketing approach but it’s not entirely disconnected from the postulates of a good-old SEO. Quite the contrary, a well-done keyword research should be an integral part of your ad writing efforts. Furthermore, if you use relevant keywords in your ads, not only will you increase the chance of your ads ranking higher on Google but they will also appear more often in paid search results.
7. Search Phrases
If there was a 101 course on how to write ads, it would say that an ad must make sense before anything else in its introductory lesson. Still, you also can write it so that it copies potential search phrases – instead of writing “shoes for classy ladies,” you can include a more common search phrase “classy women shoes” in your ad.
Although mirroring search phrases is a good tactic, you can also use similar descriptive content to further attract a specific group. This way, the previously used example, “shoes for classy ladies” will become “women shoes – for classy ladies only.”
9. Start With the Headline
If online ads were a weapon for helping out your business, then the headline would serve as the very tip of the spear. It’s the first (and sometimes the only) thing that most people notice about the ad, and as such determines whether someone will read the rest of the expanded text – so make sure you write your headlines as carefully as possible.
10. Trial and Error
Seeing as there is no single working formula for writing PPC ads, it’s only natural that the process you’re going to go through will involve a lot (and we do mean a lot) of testing.
Trial and error is an unavoidable part of creating working ads, so make sure you’re ready for that and don’t be surprised if it takes you longer than you initially thought it would.
Is there any successful ad writing formula you think we missed? You can tell us all about it in the comment section below!