Writing any kind of online ad is always going to be difficult. With the sheer number of businesses that you’re going to be competing with, you’ve got to come up with some way to be recognizable within your industry while also standing out from the crowd. And when you only have a few seconds of people’s attention to work with, a lot of time and thought should be going into what makes up every part of your ad for PPC.
To help you with this process, here are three tips for writing better pay-per-click ads.
Research Before Writing Headlines
Before you even start putting pen to paper about what you want your ads to consist of, the very first thing you should do is some research.
As part of the research phase of your PPC ad creation, you should begin by looking at what your competitors are doing. Once you’re able to see what other people are doing, you’ll have a better jumping off point for creating ads that are going to fall into the category but that won’t look like everything everyone else is creating.
Ideally, you should try to create PPC ads for your business that won’t easily get confused for an ad for anyone else that you’re competing with. Additionally, if you can make your ads more compelling or better at grabbing the attention of the searcher, you may find that you’re able to steal a bigger share of the market from your competitors.
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Write An Actionable Call-To-Action
While every good PPC ad is going to have a call-to-action, not every call-to-action is going to actually get some action from the person who sees it.
Knowing this, you should do everything in your power to make your ads encourage people to actually take action. A great way to do this is to be very particular with the word choice you use. By choosing to start your calls-to-action with a strong verb that commands attention and lets people know exactly what you want them to do now that they’ve seen your ad, there’s a much better chance that that desired action will take place.
Put The Focus On Your Prospect
Although the main purpose of a PPC ad is to sell your business and get someone to move further down the sales funnel, you should try to create PPC ads that focus more on your prospect than on your business.
To do this, you should use the word “you” or imply that you’re speaking to your prospect rather than just touting what your company can do. This will help people see you as a solution to their problems rather than just another business trying to make money.
If your PPC ads aren’t doing as well as you’d like them to, consider using the tips mentioned above to help you write some better ad copy.