In terms of dollar for dollar performance, PPC advertising is one of the best most powerful tools in the internet marketer’s arsenal. But if you don’t know how to write PPC ads that convert, all the time and effort you put into your PPC campaigns will be for nothing.
The goods news? The principles behind high-performing PPC ads are simple to learn and easy to apply. And while recent changes to Google AdWords have made writing PPC ads a bit more complicated, learning how to harness the potential of these changes can send your click-through and conversion rates into the stratosphere.
Looking to take your PPC advertising campaigns to the next level this year? With this guide on how to write PPC ads, you’ll be drawing new clicks and new customers in no time.
Focus on PPC Ad Headlines First
When crafting PPC ads, the most crucial element will always be your headlines. That’s especially true now that Google has expanded AdWords headlines from a single headline of 25 characters to two headlines of 30 characters each.
Those two headlines will draw more eyeballs and generate more clicks than any other part of your ad, so it’s important that you invest the time it takes to make your headlines everything they should be. That means:
- Including your targeted keywords
- Offering a clear value statement
- Including a call to action
Create Conversion-Friendly URLs for Your Ads
On any AdWords ad, your URL will appear directly beneath your headlines. This often makes it the second thing users see when they look at your ad. So take the time to create a destination URL that aligns with your campaign’s overall message, echoing one or more of the key points from your headlines.
Craft Copy That Compliments Your Headlines
The description portion of at PPC ad will always play second fiddle to the headline — but that doesn’t mean you should neglect the content in this part of your ad. When writing PPC ad descriptions, think of the description as complimentary text for your headline. Use this space to detail secondary points of value that your business offers.
Leverage PPC Ad Extensions to Draw Clicks
AdWords extensions are a great way to stuff extra information into your PPC ads. More importantly, they take up valuable real estate on search result pages. With the right combination of extensions, your ads can take up two or three times the space of your competitors’ ads, helping you draw more clicks.
Some of the best extensions available include:
- Sitelinks extensions, which offer alternative links to other pages on your site.
- Location extensions, which allow you to include your address and hours within ads.
- Call extensions, which make it possible for users to place a phone call directly through your ad.
- Review extensions, which incorporate online reviews from reputable third-party sites.
- Callout extensions, which allow you to add short, additional blurbs beneath your description.
Go Granular with Device & Audience Targeting
It’s no secret that segmenting and microtargeting are winning strategies in PPC advertising. So be sure to structure your campaigns in a way where you’re targeting your target markets as precisely as possible. Whether you’re targeting geographic locations, age ranges, audience interests, or specific devices, having a clear sense of who your strongest targets are will be invaluable in getting your ads in front of the right eyeballs.
Ready to take your PPC advertising efforts to the next level? As a Google Premier Partner, Qiigo can help you research the right keywords, draft your campaigns, and write killer content for your PPC ads. Call us today at (888) 673-1212 to find out how you can get started.
