Wiring copy for the web is a tough job, regardless of the style and platform you need to work with. Writing ad copy for PPC is no different. Unfortunately, reaping all the benefits of PPC isn’t as simple as paying a company and then sitting back. You need to put at least some resources towards high-quality ad copy. If you’re not a great copywriter, then here are some handy pointers to follow.
The first step in crafting killer PPC ad copy is doing a little reconnaissance on your competitors. I’m not just talking about small start-ups either. PPC is not only accessible to everyone, it’s also extremely popular. You’re probably going to have to compete with some seriously big players, no matter what niche your business exists in.
Get onto Google, and try some simple searches for the kinds of products or services you sell. Pay close attention to all the PPC ads that come up in the borders and header. Use this to form a profile of the competition. Are they big or small companies? Do their ads emphasise low prices or high quality? This will give you a good foundation for your next step.
Now that you’re familiar with your competitor’s ads and strategies, the next thing you have to do is identify some kind of differentiating factor which you can exploit. Your target market are going to see dozens of PPC ads every day, whenever they’re searching for products or services like yours. Now that you’ve paid a PPC agency for the spot, don’t let it go to waste by writing up something forgettable! Just make sure to counter it to the common thread in your competitor’s ads. If your competitors are marketing their stuff as “affordable”, then try something like “No Knock-offs – the genuine [your brand name]” or something similar.
Similarly, if your competitors are marketing themselves as something high-quality and exclusive, talk about the great value you provide to your customers. In a world where PPC is so popular, making sure your ads stand out is extremely important.
The final piece of the puzzle is your CTA – or call to action. This is the brief little passage that’s going to incentivise your customers to actually click on the ad. There are a range of “stock” calls to action which you may be able to use; click here, buy now and so on. However, like your ad’s title and copy, your CTA needs to stand out in order to be as effective as possible.
Obviously, every company will have slight tweaks to make. Generally, though, a strong CTA starts with a strong imperative verb, use words that induce emotions and enthusiasm for the business, and directly mentions why your target market should want your product. Again, doing some detective work on your competitors could be a big help here.
I hope that this post has helped you towards creating the killer PPC ads which your company needs to succeed. Keep an eye on the competition, learn what works, and the rest will write itself!
Founder Dinis Guarda
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