5 Components of Results Driven PPC Ad Copy

Consumers are faced with thousands of advertisements everyday. Billboards, radio spots, banner ads, magazine spreads—everywhere you look there is another ad. And consumers have grown numb to the over-saturation of it all.

Google’s PPC ads are made up of four components: a 25-character ad headline, two 35-character lines of body copy, and a display url. With such limited space to deliver your message you must create concise but compelling ad copy to capture viewers attention and motivate them to click on your ad. There are a number of things marketers can incorporate into their PPC ads to capture viewers attention, qualify traffic and establish credibility. These tips will help you optimize your PPC ads to attract high quality traffic and reduce wasted clicks.

Qualification

Think about the different types of questions that searchers might have at different points during your customer lifecycle. Someone who is just beginning to learn about the value of your product or service will often use much different search queries than someone who is evaluating the price of various product or service providers. By selecting keywords that searchers might use when they are in a more ‘sales ready’ stage marketers can attract visitors that have the intention of making a purchase.

Within your ad copy you can further qualify traffic by including a brief product description or referencing a price point.

Call-to-action

Within your PPC ad you need to have a strong call-to-action. Tell the viewer exactly what you want them to do – download an eBook, sign-up for a free trial, or buy today to take advantage of a limited time offer. Going one step further, ad copy and offers that communicate a sense of urgency can improve your ad’s click-thru rate. For example, Download our eBook NOW & receive 15% off your next purchase!

Establish credibility

When searchers view your ad, they are not likely to be familiar with your organization and what you’re all about. If you have earned any significant awards, certifications, or milestones you can highlight your organization’s credibility as a trusted vendor.

Use dynamic keyword insertion

Google’s AdWord’s tool allows marketers to select a group of keywords that can be used to customize an ad to a searcher’s search query. For example, consider an keyword group that includes words like:

  • Pepperoni pizza
  • Meat lovers pizza
  • Thin crust pizza

With dynamic keyword insertion, you can show people who search for “thin crust pizza” the words thin crust pizza within your ad’s headline. Similarly, if they search for “pepperoni pizza”, dynamic keyword insertion will again place the words pepperoni pizza in your ad’s headline.

Incorporate location

Incorporating names of the locations your organization services into your PPC ad copy can improve your ad’s relevance, further qualify your traffic and attract more clicks. If a searcher looks for “pizza delivery”, a savvy pizza marketer might display an ad for “FREE Halifax Pizza Delivery!”.

For organizations that service a small number of locations, this technique can be implemented using a series of ad groups. For more sophisticated campaigns, Google offers a number of features that enable PPC marketers to automatically incorporate location extensions like the city, phone number or postal code of your location that matches the searcher’s geographic location.

With only 95 characters to work with you obviously won’t be able to use all of these tips in every PPC ad. By continuously testing and iterating on different versions of your PPC ads you will be able to identify which techniques produce the best results for your business.

Want to learn more about PPC best practices? Download our Introductory Guide to PPC: The Inbound Marketers Swiss Army Knife. This whitepaper will provide you with an understanding of how we use PPC to:

  • Ease the transition from outbound to inbound dominated marketing programs
  • Boost the results of early inbound marketing efforts
  • Test the value and conversion rates of new content
  • Research Keywords

Additionally, we outline our 8 step strategy for implementing results driven PPC campaigns.

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