If you want to have a lucrative Pay Per Click (PPC) search advertising campaign, writing a brilliant PPC ad copy is very significant. A brilliant Pay Per Click advert copy includes not wasting money on unsolicited clicks, but writing targeted descriptive titles and descriptions. As you’re paying for every click, it’s important to have a PPC advert copy that sends the right message to the right group of people, and not only anyone else. And fitting the right message in a very limited online real estate can be a challenge.
Come up with at least 3-4 different versions of an ad copy for the same product to attract your potential clients’ different personalities. PPC search marketing is not a “one size fits all” process. Make sure you have identified your target group even before beginning the process of writing the ad copy. If it’s any consolation, studies have shown that the conversion rate is going to be higher if vital keywords are included in the advert title and the body. So, why not follow the studies’ advice and give it a try. Chances are your PPC internet advertising campaign will profit from this.
When I said limited online real estate, let me put down the specifics. For example, Google AdWords has the following character limits: 25 characters for the headline, 35 characters each for Lines 1 and 2, and 35 characters for the display URL. Other advertising platforms have about the same character restrictions.
The art of writing an effective PPC ad copy is also the art of fitting a message into these limits. The key is to write something that will stand out from the competition. A well written ad copy should be clear enough to screen a visitor if he would become a potential buyer. You would end up wasting loads of money if the ad does not attract your probable visitor if your advert copy doesn’t pre qualify your visitors. The pre-qualification process may lower your click through rate, but at least you will be getting higher quality visitors who will really buy something from your website in return.
The next thing to do is to join your Pay Per Click ad copy with the optimized landing page on your site. You don’t want to send your probable clients to the homepage since this is too generic. Using the homepage as a landing page has been proven to get lower conversion rates. Instead, match your ad copy with the appropriate landing page. The landing page must contain the relevant information that your future client is looking for and the product or service that you are trying to promote. It must be customer-friendly and easy to navigate to turn a visitor into a customer.
Your PPC ad copy holds the card for a successful PPC search marketing campaign. That’s why it’s very important to write a copy that is effective and attractive. An effective ad copy will turn your PPC internet advertising investment into a productive asset.
