Optimise your PPC Ad Copy

11 May 2016

Optimise your PPC Ad Copy

Pay-per-click advertising is a fast and effective way of getting traffic to your website, but it’s not really appropriate to set it and forget it. You need to continually optimise your ads in order to get the best results, and the best value for money, so consider the following factors when both setting up and revising your PPC ads:

Optimise your headline

The headline on your ad is most likely the first thing your potential customers will see, so you need it to make a good impression. It has to stand out against your competitors’ ads and share a compelling offer, but it must also be a good match for what your prospect was searching for (if it is an AdWords or Bing Ads ad) or is interested in (for social media advertising).
Tests should always be carried out to truly understand what is the most successful for your audience but, frequently, short and snappy headlines do better than long-winded ones. Try asking questions, too.
In terms of relevance with search ads, you can make sure that the keywords you are bidding on appear in your ad’s headline. This higher degree of relevance can even improve your Quality Score, as well as indicate to potential customers that you have what they are looking for.
To stand out against your competitors, you need to know what your competitors’ ads say… carry out some relevant searches in Google or Bing and study the ads that show up in the sidebar. You can’t improve on them if you don’t know what they say.

Optimise your description

Now that somebody has seen your headline and is looking for more information, your ad’s description is the place to provide this. You can expand on what you have to offer and encourage prospects to click through to your website.
Explain your offer and test different descriptions that highlight different aspects of your offer, to see which get the most clicks and conversions. Check your spelling and grammar are correct, to avoid annoying customers, and optimise the text to make it as relevant as possible to the search terms somebody has entered, or their demographic on social media.
Focus on features rather than benefits (e.g. describe how powerful a laptop is rather than listing its technical specifications, which can instead be explained in detail on your landing page, for instance), and always include a call to action that tells potential customers what you want them to do, for example to click here, buy now or find out more.
You only have a limited amount of space in any PPC ad, so don’t use the description to repeat what you have already said in the headline, unless tests show this to be especially effective for your audience. Instead, fit as much persuasive information in as you can and focus on being compelling to your customer.

Optimise your image

If you are creating ads that include images, for example on Facebook, test out different styles and content and see which catches the eye of your potential audience. Try stock photography, cartoons or brand images, depending on your business and the mood you are trying to create.