Pay-per-click or simply PPC advertisement is an important digital marketing tool that allows businesses to target specific audiences with tailored messaging. However, to truly leverage the power of PPC campaigns, it’s essential to produce high-performing ad copy that not only grabs attention but also drives conversions. Writing effective PPC ad copy requires a deep understanding of your audience, a clear value proposition, and a mastery of compelling language. In the next few paragraphs, we will explore key strategies to help you write PPC ad copy that performs.
1. Understand Your Audience
Target Audiences! They are the foundation of any successful PPC campaign. This is who you want to target and who has the biggest chance of buying your product/using your service.
As a marketer and PPC specialist, you will need to understand who are they. What are their needs, desires, and pain points? What language resonates with them? The answers to these questions will guide every aspect of your ad copy.
To create your target audiences, you will have to do a lot of research, but the good news is that most of the data will already be available to you. Find out and create personas that will cover the demographics, interests and online behaviour of your ideal customer. Use data from old campaigns, analytics and feedback. Every company needs to understand their target audience even if PPC is not on the table. Why waste your time with someone who is never going to be your customer?
2. Craft a Strong Call to Action (CTA)
A call to action (CTA) is a one of the most important components of your PPC ad copy. It’s what directs the user to their next step, and it can make or break the success of your ad. A strong CTA should be clear and compelling, encouraging users to take immediate action and not miss out.
To be effective with your CTAs try including action-oriented verbs like “buy,” “get,” “start,” “discover,” or “learn.” Talk about “Free Trials” and try to create a sense of urgency and fear of missing out. Phrases like “Limited Time Offer” or “Only a Few Left!” can push potential customers to act quickly.
3. Focus on the Benefits
When writing PPC ad copy, it’s tempting to list all the features of your product or service. However, what truly resonates with potential customers is how those features will benefit them. In other words, don’t just tell them what your product does—tell them what it does for them and how it will help them solve their specific problem.
4. Use Emotional Triggers
Emotions play a significant role in decision-making. By tapping into your audience’s emotions, you can create a stronger connection and increase the likelihood of conversion. Consider what emotional triggers are relevant to your audience. Are they looking for relief from pain, excitement about a new opportunity, or confidence in a reliable service?
5. Keep It Clear
You only have 30 characters for a headline and 90 for a description so use this space smart! Just get to the point and use clean copy. Jargon or complex language can confuse potential customers and will reduce the chance of them converting. Instead use simple and clear language that clearly conveys your message.
6. Test Different Variations
Having the ability to test different variations of your ad copy is one of the best things about PPC. A/B testing and then analysing the performance can help you identify what is working and what needs changing so that your audience gets the most optimised ads possible.
It is important not to forget that to have an accurate test you need to change one thing at a time! This way you will be able to accurately determine what is driving the performance.
7. Incorporate Relevant Keywords
Keywords will always be one of the most important parts of your strategy. With keywords, you reach your audience. Ad relevance and rankings are all dependant on them and need to be adjusted properly.
However, it’s important to use keywords naturally and avoid keyword stuffing, which can make your ad sound forced or spammy. We are talking to real people in the end of the day. Never forget that.
Conduct thorough keyword research to identify the terms and phrases your audience is searching for. Then, strategically incorporate these keywords into your ad headlines and descriptions in a way that feels organic and enhances the overall message.
8. Align with Landing Page Content
Your PPC ad copy should align closely with the content on your landing page. If a user clicks on your ad expecting one thing and finds something completely different on your landing page, they’re likely to leave your website and don’t convert. This not only results in a wasted click but can also negatively impact your Quality Score on platforms like Google Ads, which can increase your cost per click. You are paying for every click so why waste that money?
Make sure the messaging, tone, and offers in your ad copy are consistent with your landing page. Update everything as soon as it changes and make sure it is always up to date.
9. Leverage Statistics
Numbers and statistics can lend credibility to your ad copy and make it more persuasive. Specific numbers can grab attention and provide concrete evidence of your product’s value. For example, “Save 50% on your first purchase” or “Join over 20,000 satisfied customers.” All of that creates credibility and shows that other people are willing to use your product/service.
However, be careful with the numbers you will be using and ensure that they are accurate and verifiable. Misleading or exaggerated claims can damage your brand’s reputation and lead to a loss of trust with your audience.
10. Unique Selling Propositions (USPs)
Having the ability to test different variations of your ad copy is one of
Finally, make sure your ad copy highlights your unique selling propositions (USPs). What sets your product or service apart from the competition? Why should a potential customer choose you? Communicating your USPs can help increase your brand awareness, bring profits and most important build trust.
Highlight anything that will make you stand out next to your competitors. Any current offers, free and fast delivery, amazing customer success etc. Don’t be shy!
the best things about PPC. A/B testing and then analysing the performance can help you identify what is working and what needs changing so that your audience gets the most optimised ads possible.
It is important not to forget that to have an accurate test you need to change one thing at a time! This way you will be able to accurately determine what is driving the performance.
PPC Ad Copy
All in all, to be able to write high-performing PPC ad copy you need to consider quite a lot of external factors such as audience insights, testing, compelling language, strong CTAs, and emotional triggers, and make them all work together under a strong strategic plan.
The point is not only to create ads that people will click on but to also capture their full attention and lead to meaningful conversions that will benefit your business.
Copy should always be aligned to your landing page and highlight your USPs. This way you will be maximising the effectiveness of your campaigns and leveraging the automated learning algorithms as much as possible. With all of this in hand your pay per click campaigns will be ready to perform on the highest level and bring in the best results possible. Get in touch with CMe Media to learn more!
