Pay-Per-Click copywriting doesn’t have a set formula. Nevertheless, great PPC copywriting will get you clicks by escalating your reach and enticing your audience. Therefore, ignoring the importance of PPC copywriting is perhaps one of the biggest mistakes you could make.
PPC copywriting increases your chances in boosting sales, increases brand awareness and also improves notable web metrics. So how to get it right? We have compiled a list of 10 must-dos that can improve your take on PPC ads.
But before moving on with the essential tips regarding copywriting, let’s explore the basics of copywriting in PPC.
What is a PPC strategy?
When budding advertisers are planning to launch a PPC strategy, they usually go ahead with PPC without having a concrete plan. But this is a recipe for failure. Like everything else in the business world, your PPC efforts must be preceded with a solid strategy.
Here are four crucial things that you need to consider while curating PPC strategy:
- What are your goals and objectives?
- What are the ways to serve the most clickable and persuasive ads?
- Who is your target audience?
- Where are user directed upon clicking on your ads?
By the looks of it, PPC is more about tapping or creating a journey for your potential customers to buy the services as well as products that you’re selling. However, these customers aren’t random users of the internet, they also need to have an interest to avail something from you. With PPC strategy you can reach the right people in the right time frame. And what do you get out of it? Accessibility and profit.
1. Get to know your audience
If advertisers want to write the best ad copy for their audience then you’ve to think like your audience. Businesses usually write about their services and products, because it is natural. However, you have to do the exact opposite.
If you want to shape your ads, then take demographic data into consideration. Some of the examples of demographic data are:
2. Address the audience
Whenever you’re curating an ad copy, try to build up an interpersonal relationship by addressing them with your and you.
If you speak directly to the users in the ad, it makes them feel personable. With an impressionable ad copy, you can seamlessly create friendly relationships with customers from the beginning.
3. Use emotions to connect with the audience
No one remembers bad PPC ads. Never turn off your audience with bad words. When you’re creating a PPC ad, you have all the power in the world to make your audience feel something. This is achievable if you are already aware of what your target audience wants. You might ask, How do you master copywriting?
Copywriting is about expanding one’s horizon. For instance, if you use some negative feelings in your copy ads, then there are chances they will work better as compared to the positive ones. The best way of making people click on ads through copywriting skills is to convey them they are missing out.
4. Use statistics and numbers
Everybody loves statistics, they are the best way to get immediate attention. If you fuse emotional quotient with statistics, it will entice the target audience greatly. Additionally, statistics and figures can increase the Click-Through Rate.
Some brands try to feature numerical statistics concerning their businesses. You can simply advertise how many customers you’ve helped to reach their goals through your products and services.
You can avail the services of copywriters to curate a catchy slogan, or jingle or something creative.
A Copywriter is a professional responsible for generating audio scripts, slogans, words that accompany advertising visuals. You can curate an ad of your own or hire a copywriter to get the ad and its content. Copywriters are trained to understand the brief of the clients as well as ads’ characters.
If you still want to know what makes good copywriting? The answer is to consult a PPC specialist if you’re working on a PPC campaign for the first time. They know how to position your service, product, as well as businesses by motivating your prospects to click on the ads.
5. Discard Objections
Most of the users on the internet need convincing before making a click. The same goes for purchasing as well. If you incorporate a few objections as well as selling points, then address them in the ad copy, you could land your very next client. All you need to do as advertisers are remove the excuses that your audience is supposed to make to not make the click.
6. Use the ad space, smartly
With Google, you get 30 characters to curate a headline and 80 more characters for the description. You can use these two tools as well as your creativity to maximize the power of your ad. Make sure that you put all the relevant information on your brand and products. If you manage to squeeze a couple of details in the description then it might just do the trick.
7. What makes you different, convey your audience
There are thousands of brands that offer the same products and services as you. The smart move is to not convey your audience how similar you are with your competitors rather what makes you different from them.
You can project your audience about:
- Your distinctive brand’s image
- Your brand’s accolades and awards, among others.
8. Go Local
Users on the internet do not see ads of big corporations. They see ads of businesses and corporations that do not have a face. People tend to trust local vendors more than international and national-level counterparts.
You make the location of your business visible through your ads. Also, incorporate local phone numbers in your ads to gain the trust of your customers. There is a mantra in management “think global act local,” this is well suited to garner trust from potential customers on the internet.
9. Use creative CTAs
You must have seen many ads having calls to action as “call now,” is there an urgency to make the call?
It is recommended to avoid cliche CTA buttons and bring some new phrases into play. You are already aware of what the audience wants. You may also use some strong verbs such as Join, Build, Get, among others
To have effective test ads, you need to follow certain tricks with CTA, such as
- Avoid Overcomplicating the ad
- Unify the content on the ad with that of the landing page
- Include some special offers
- Make your ads mobile-friendly
As long as you experiment and put new practices in motion, you’ll have a better reach.
10. Run a frequent split test
Running split tests regularly on PPC ads will allow you to try CTAs in distinctive locations. Further, this would aid you to know what works best for you. You can also highlight numerous benefits the customers can get from your products as well as services. In the long run, this practice will help you to garner the attention your business needs.
These tips are not limited to Google AdWords, Microsoft Bing, or Facebook. Rather these steps can be followed in all PPC platforms to acquire more visitors from ads to your website and landing pages.
Take A Look At The Below PPC Advertising’s Other Chapters
Chapter 2: All About Developing Your PPC Strategy
Chapter 3: Quality Score & Its Impact on Google Ads
Chapter 5: Why Keywords Matter & How They Work in PPC
Chapter 10: The Complete Guide to Ad Extensions
Chapter 11: All Things to Know About PPC Ad Formats
Chapter 12: Top 10 PPC KPIs You Should Keep a Track Of