PPC Management

10 Tips for Writing Better PPC Advertisements

Pay Per Click (PPC) advertising can be a highly effective method of driving traffic to a website. The quality and usability of a website can be for naught if visitors never get there. There are many reasons that an ad could perform poorly, but one of the most common reasons is a lackluster advertisement.   PPC advertisements have to make an impact in a very short amount of time. The following tips will help to build a better PPC advertisement in order to improve Click Through Rate (CTR) and website traffic.  

  1. Include features, benefits and a clear call to action.

The most effective advertisements include a company’s or product’s features, benefits, and a clear call to action (CTA).  
  1. Use captivating and compelling text.

It is important to utilize captivating and compelling text that shows the visitor that the website offers what they are looking for. A few things that can help include:
  • Placing the best points in the header
  • Revealing a promotion or any exclusive bonuses (if applicable) in the body of the ad.
  1. Stay within the allotted character limit.

Be sure an advertisement adheres to the allotted character limit for both the headline and the brief description. If the headline is over the given amount of characters, it will cut off into the description. The headline should be a clear and concise message that attracts the visitor’s attention, thus it is critical to avoid having any part of it cut off.  
  1. Be aware of competitors’ tactics.

Pay attention to what competitors are doing and take that under consideration. There is a lot that can be learned by simply observing others’ techniques. One recommended tool is SpyFu.com Using a tool such as this to gain competitive intelligence will put you alongside businesses that use the keywords you are aiming for.  

   5. Use quality, clear URLs.

Ensure that the display URL is easy to comprehend. The best URLs have clues in their link that describe the page that the user is going to, without using confusing symbols or strings of numbers and letters.  
  1. Do not repeat terms in the advertisement.

Try to not repeat the same terms in any of the lines of the advertisement. Additionally, avoid using a company name in the advertisement and instead use the limited amount of space to describe the solution and create a need for your product. This way the message will be clear about the offerings of the company.  
  1. Use a unique CTA.

Using a unique call to action (CTA) can grab attention and drive additional traffic to a website. Instead of using a typical and expected CTA, try making a bonus offer or mentioning a promotion.  
  1. Center each unique advertisement on its respective keyword.

By doing so, searchers will be better qualified for the advertisement. In addition, try to match the keywords from your PPC advertisements with the keywords for the landing page that the advertisement leads to. By doing so, the user will be able to quickly find what they are looking for. Matching keywords for your landing page also makes your ad more relevant and will increase its quality score.  
  1. Be familiar with the PPC guidelines.

It is important to know what types of punctuation and language are permitted as well as which kinds to avoid. Always start the first letter of each word with a Capitol letter. Avoid over using exclamation points. Consider not using them at all. Speak with google about your ads to understand their input.  
  1. Test advertisements against each other.

Testing ads against each other is an important step in identifying the most effective ads in a campaign. That being said, it is also crucial to conclude testing once a winning ad has been identified. Once this ad has stood out, pause or cancel the opposing ad and use only the performing one (A/B split testing).   These tips will hopefully guide PPC advertisers towards crafting a more effective and successful PPC campaign.