What Makes An Effective PPC Ad?

The fight for SERP space, whether computer, mobile or tablet, is a never ending battle. According to just about every authoritative source out there, if your PPC ad is not appearing in the top 3-4 spaces on Google’s SERP, then you are not being seen.

Gone are the days when you could still generate some decent clicks occupying ad position 5 or 6 or even 7. This is because your ad was appearing in the right column. Those days are of course gone. If you ain’t 1 through (sometimes) 4, and if you are not willing to spend to grab one of those top slots, then you need to get out of the game. Of course hitting the top slot is not just about max bids. There are many many tools available to help you grab top slots without breaking the budget. One of the most important is your ad and the message it delivers.

A well written, relevant ad can go a long way toward improving your ad rank, your click through rate, your quality score and your ROI. Long time SpeedPPC users know when they use our dynamic keyword insertion method, they immediate increase their ad’s relevancy as the keywords you are using are inserted into your ad headlines and/or ad copy forming the first two links in the all-important chain of relevancy.

If you then pass those keywords to your landing page (again using SpeedPPC “magic”) that forges the all important “user experience” link. All together this methodology attracts more clicks, increases CTR, improves quality score and drives conversions/leads.

Below are some best practices to help you craft the best ads you can.

Keep your ads relevant. One way to improve relevance is to use your customers search query keywords in your ad titles and text. See above.

Create multiple ads in an ad group. Each ad group can contain as many as 20 ads. That said, AdWord’s best practices dictate you create 3 ads. As you generated data, you can begin to tweak your ad copy based on which words and phrases are most compelling to your target audience. You should be experimenting with a variety of ad titles and text. After you’ve identified your most effective ad or two in terms of CTR and conversions, you can help maximize your campaign ROI by deleting the other ads from the ad group. You should then continue to experiment.

What sets your product apart? Why should customers buy your product? Does it solve a problem? Does it help save time or money? Does it have unique features or qualities? Why should anyone purchase this product from you and not from your competitors? What makes you unique?

Use your customers’ language. Research the age group and gender of your average audience, and then use that insight to write your ads. Use words and a writing tone that are likely to attract your typical customer.

Address your customers directly. Use the words “you” or “your” in your ads so that you are speaking directly to them. You know what we’re talking about.

Pre-qualify your visitors. Use words in your ads that help attract true potential customers. For example, if you offer only high-end products, stay away from words like discount, bargain, and cheap. Be clear in your ad who your products are for. This can save you money by eliminating clicks that are not likely to convert to sales.

Be specific. The clearer and more specific your offering, the better. For example, rather than “big discounts,” specify an exact percentage, such as “50% off.”

Include a call to action. Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.

List the price of your product or service. If your product or service is competitively priced, consider featuring the price in your ad. To help ensure that your ad gets approved, make sure that the ad links to a landing page that includes both the product (or service) and the price.

One Comment on “What Makes An Effective PPC Ad?”

  1. I agree with your article a well written ad can help quite a bit in lowering cpc. However, an add that includes a the item a benefit and a call to action can go a long way as well.

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