Ad copywriting is already a challenging feat. How much more if you have to make every ad creative and compelling? It has to be effective to stand out against your competitors. Let’s check out the effective PPC ad copywriting techniques experts use.
Effective PPC Ad Copywriting Starts With Competitive Research
You might become complacent with the help of paid search. However, with the opportunities PPC brings, expect that your competitors are aggressive. That’s why doing competitive research helps you outdo your competitors.
1. Mirror Target Audience’s Intent
No one clicks on your website just for entertainment and curiosity. People click ads because they think you can help solve their problems.
Thus, ensure to write your ad copy based on the perception of your target audience. Help your target audience visualise and solve their problem through what your business offers.
2. Connect Local Consumers
Target your local audience first.
Have you tried searching for a professional service? You naturally insert a city or state after the keyword, right? Aside from that, Google already provides businesses close to your location.
That’s why it is best to target local customers first before expanding globally.
People like to check products or have face to face consultations for services. Personal meetings always convert effectively.
3. Add Statistics or Numbers on Headlines
Marketers would do and show anything to make you click on their ads. But, the most effective method for them to convince their target audience is through straightforward headlines. Get across what you offer and include numbers and statistics.
Most target audiences know how much they are willing to pay for the product. So, if you included numbers on the headlines, it helps them evaluate your ad besides a competitor’s ad. It enables you to make a decision.
4. Appeal to Audience’s Needs
Your target audience has a sense of entitlement that when they search, the results instantly appeals to their needs. It may be blatant to think of their entitlement, but it gives your business more opportunity if you know how to take advantage of it.
5. Place Emotional Triggers
Some think that people purchase a product because of its quality or price. But what they do not know is the emotions it brings when having those things. That’s why it is important to place emotional triggers in your ad copies.
Ads that spur users’ emotions are effective clickbait. When they read your ad, they feel strong emotions making them click through the link.
6. Keyword-Rich Display URLs
Those new in managing PPC ads may not yet have realised that the display URL and destination URL can be different. Display URLs have two purposes: relevant to the ad copy and may contain the relevant keyword. Meanwhile, the destination URL may not include the keywords yet still appears in the search results if the keyword is in the display URL.
That’s why before you make your ads live, ensure that your display URLs reinforces the messages of your campaign ads.
7. Ads and Landing Pages Should Match
What you offer on your ad should be on your landing page. If someone clicks on your ad and finds different content on your landing page, the consumers immediately leave your website.
Remember, a high click-through rate and bounce results may affect SEO ranking.
8. Create Mobile-Friendly Ads and Pages
The increased daily activities of people in their mobiles have resulted in searches done on mobiles than on computers. Most people prefer browsing on their phones to easily find the direction of nearby businesses or call the company number found on Google search.
If this is the case, you have to make your ads and pages mobile-friendly. Creating a separate website for mobile users would waste time and effort. Thus, ensure that your landing pages are already responsive.
9. Retarget Previous Leads and Website Visitors
The hard truth is not all web visitors, and leads will buy immediately. Most of them leave the website and come back. But, how can you assure you can bring them back?
Retargeting ads. It allows cookie users and sends them targeted ads. If you can remember the ads marketing funnel, it starts with gearing awareness with engaging and relevant content. But, the next level is the critical one.
You have to track the blog posts they viewed and target the URL with relevant keywords. Thus, when they visit web pages with certain URL keywords, it gives them related ads. These ads more likely catch their attention and bring them back to your website.
10. Enable Ad Extensions
Enable one or two ad extensions after you have finalised the body text of your ads. These are information attached strategically to your ad campaigns. Thus, ad extensions add value to your campaigns and help them rank higher on the search engine results page.
Ad extensions include:
- App Extensions
- Call Extensions
- Location Extensions
- Message Extensions
- Price Extensions
Well, there are several other extensions that we can mention. But let’s stick to these few and talk about more in another article to help you fully understand ad extensions.
11. Test PPC Ad Copies Regularly
How would you know the performance of your ad campaigns without testing them? A/B testing or split testing collects and analyses data to determine which ads perform better. It quickly gives you a hint which ads need optimisation.
Here are some elements you have to consider in A/B testing:
- Display URLs
- Numbers and statistics
- Highlight benefits
If you solely rely on intuition and guesswork, your ad campaigns would be mediocre and poorly done. Thus, ensure to audit and split test your ads to resonate with your audience.
Prioritise Best PPC Ad Copy
There has been an update in response to the growth of using mobile devices and the demand for providing instant solutions by adding more texts: an additional 30-character headline and an extra 90-character description line.
Surprisingly, the text ads 300-character text expansion increased more clicks for advertisers by 15%. It sounds promising, right? It may benefit others, but the additional 100 characters to the text ads do not universally translate across all device sizes.
Let’s say mini-tablets and smartphones cannot accommodate the third headline and second description line. That’s why save the best PC ad cop into the first two headlines and first description line. In this way, you can ensure your ads show compelling messages to the target audience regardless of the device they are using.
Grow Business with Effective PPC Ad Copywriting Techniques
Having these ad copywriting techniques on your plate brings more opportunities to your table. But, having a compelling ad copy is not the only thing that makes your ads successful. It also depends on your PPC strategies. Make your strategy consistent to maintain your customers’ level of trust and engagement.
If you are looking for a digital marketing agency to help you tailor your business needs and goals, contact Blue Water Digital. You may schedule a free consultation with us.