​6 Ways to Improve PPC Ad Copy

09 March 2016

6 Ways to Improve PPC Ad Copy

Pay-per-click ads are an effective way of generating relevant, targeted traffic to your website. With careful optimisation and planning, PPC ads can lead to conversions and sales, so it is important to get the best possible results.

Ad copy plays a vital role in enticing prospects to click on any PPC ad, but marketers do not always give it the attention it deserves. So we have put together some best practice guidelines for getting the best results from your PPC ad copy:

  • Focus on your headline

The headline’s job is to catch the attention of a potential customer who is probably scrolling through a page of search results or browsing their social media feeds. What will effectively distract them from what they were doing? What will really capture their imagination?

Test different headlines with your chosen audience and adapt your strategy according to the results you get. If you’re really stuck, try out CoSchedule’s free headline analyser or the Advanced Marketing Institute’s similar tool to get started.

  • Benefits, not features

Focusing on benefits instead of features plays an important role in copywriting, and writing PPC ad copy is no exception. While the customer may ultimately want to know the dose of vitamin B12 in your supplement, they will more interested initially in what it will do for their health and wellbeing.

Use your ad copy to promote the benefits of the products or services you are offering. Go into detail about features on your landing page to expand on the facts.

  • Try to stand out

When a potential customer is scanning the ads next to their search results, do they essentially see the same headline and copy in every ad? If you want your offer to stand out amongst your competitors, make sure your text is not indistinguishable from theirs.

  • Make use of Dynamic Keyword Insertion

Dynamic Keyword Insertion (DKI) lets Google (or the ad network you are using) create ads based on your inventory to reflect the search terms somebody is researching online. This instantly creates a personalised, relevant ad, which could be enough to capture somebody’s attention.

  • Follow the data

It doesn’t matter if you feel you have written the most compelling ad copy the world has ever seen if you are getting no conversions. If that ad performs badly, the rest doesn’t matter.

Test and retest every ad copy idea you have to ensure you have the best combination of words to sell your product or service.

  • Incorporate a call to action
If you want your customer to click, buy, call or contact you, make this clear in your ad copy. Some of the best ads fail because there is no clear call to action directing the consumer towards a conversion.