Writing compelling ad copy is essential for any successful PPC campaign. Effective ad copy can significantly boost your click-through rates, conversions, and ultimately, your return on investment. Here are ten tips to help you craft ad copy that performs:
1. Keep It Simple and Direct
Your ad copy should be clear and concise. Focus on what the product or service offers and why it’s beneficial to the user. Avoid jargon and complex language; simplicity often leads to better understanding and engagement.
2. Utilise All Available Space
Make use of every character allowed in your ad formats. This includes headlines, descriptions, and URL paths. More information provides more opportunities to attract and persuade potential customers.
3. Leverage Ad Extensions
Ad extensions allow you to provide additional information and take up more space in the search engine results pages (SERPs). Use sitelink extensions, callout extensions, and structured snippets to give users more reasons to click on your ad.
4. Incorporate Trust With Authority Bias and Social Proof
People are more likely to trust and engage with your ad if they see that others have done so as well. Incorporate testimonials, reviews, or endorsements from credible sources. Phrases like “Rated #1” or “Trusted by thousands” can build trust. The example above shows “Used by 1m+ Businesses” which gives the user confidence in using the product.
5. Test Variations Regularly
Always test different versions of your ad copy to see which performs best. A/B testing can provide insights into what resonates most with your audience, allowing you to continually optimize your ads.
6. Pin Tailored Variations
Tailor your ad copy to specific ad groups and pin variations to ensure that the most relevant messages are shown to the right audience. This can improve relevance and engagement, leading to better performance.
7. Use Keyword Insertion
Dynamic keyword insertion can help your ads appear more relevant to searchers by automatically inserting the user’s query into your ad copy. This can increase click-through rates by making your ad appear more personalised.
8. Highlight Unique Selling Points (USPs)
Identify what makes your product or service unique and highlight these features in your ad copy. Whether it’s a special discount, free shipping, or a unique feature, make sure it stands out.
9. Create a Sense of Urgency
Encourage users to act quickly by creating a sense of urgency. Phrases like “Limited time offer,” “Act now,” or “While supplies last” can prompt users to take immediate action.
10. Use Strong Calls to Action (CTAs)
A strong, clear call to action is crucial. Tell users exactly what you want them to do, whether it’s “Buy Now,” “Sign Up Today,” or “Get a Free Quote.” A compelling CTA can significantly increase your conversion rates.
Conclusion
Effective ad copywriting is both an art and a science. By following these ten tips, you can create compelling, high-performing ads that attract clicks and drive conversions. Remember to continuously test and refine your ad copy to keep improving your PPC campaign’s performance.