Paid advertising can quickly get very expensive, but if you plan your campaign carefully and take some time to perfect your ad copy, you’ll have a far higher chance of getting a decent return on investment.
With a little creativity and a good knowledge of your target audience, it should not be particularly challenging to create a suitable advertisement whether you are using text or images or a combination of the two.
This article takes a look at some of the ways in which you can optimize your PPC ad copy to give your paid online advertising campaign a performance boost.
Analyze the Competition
When you are just starting out with any form of Internet marketing, one of the first places to seek your inspiration from is your current competitors. Determine who your real and most successful competitors are and find out what sort of advertisements they are using for their PPC campaigns.
You will also need to do some careful keyword research in order to attract the most valuable traffic to your website and increase conversions.
Determine what Makes Your Company Stand Out
When choosing which keywords to target and creating the ad copy itself, it is crucial to make yourself stand out among the competition. Determine what differentiates your company from the rest, whether you offer a unique product or service, usually low prices or your business serves a specific geographic area. Base your keyword research and ad text on this information.
Include an Irresistible Call to Action
The whole point of PPC advertising is to encourage people to click on your ads, and for this to happen, you’ll need to include a call to action which many among your target audience will feel compelled enough to follow up.
Creativity is important here, whereas generic calls to action such as ‘click here’ or ‘buy now’ are not likely to get you very far. Using some creative copywriting while also to-the-point will help greatly to increase your click-through rate.
Keep Your Audience in Mind
An ad copy is not supposed to be a description of your product, even if it might look like a compelling one. Unlike an SEO content writer, a PPC ad copy writer needs to focus more on customer than on the keywords. When designing your ad copy, you should keep your ideal customer in mind and try to put yourself in their shoes so that you can better connect with them.
A lot of businesses may also have a very diverse group of customers, in which case segmenting your audience and running different ad campaigns for each group allows you to personalize your message somewhat more.
Choose Your Selling Points Wisely
With almost any PPC advertising campaign, you will have very little space to work with even if you use an image-based ad copy.
Ensure that you choose your selling points as carefully as possible by determining what potential customers are most likely to be impressed by with regards to the benefits of the product or service you are trying to sale. Try a number of different selling points to see what leads to the highest conversion rates.
Use Engaging Titles
Your ad titles are extremely important, particularly in text-based PPC ads, since they will usually be the first thing that your audience notices. Your title needs to capture their attention so that they will take notice of the rest of the ad and hopefully click on it. Keep your ad titles short and to the point while communicating a sense of value and using your targeted keywords with as few words as possible.
Don’t have the time to write your PPC ad copy yourself? Connect with a professional Constant Content copywriter today!