While yes, ad copy is extremely important in any PPC campaign including Google Adwords, it’s not the only thing that matters. It’s a large area of study, but today we will start with just three solid ad copy tips that you can study and incorporate.
Always remember that your Adwords ad copy, and all PPC ad copy, must talk to the reader in terms of specific benefits. One thing you should never allow yourself to do is think you can get terrific results by using some kind of ad template. Your ads have a target audience, obviously, and so each ad must address them. This is important because you want your customers to get the right message and that can only happen when your copy is not generic in nature. The following example applies to any business; but let’s just say your fabulous shirt company offers a wide selection of shirts – all kinds and all categories. Well, what you will need to do is create unique ads for each keyword group, and the ads need to be specific. Ok, so what’s the best approach to do this? Well, we just told you because each main keyword phrase, you’ll have to look at them and decide on this, will have it’s very own ad group; and then you merely write an ad pertaining to each ad group. This allows for the most specific kind of targeting and relevance and will allow you to get the best results.
Never use words in ad copy that are not important, and if the ad doesn’t suffer by removing a particular word, then leave it out. We always suggest learning how to write effective classified ads because they are identical to PPC ads. So keep in mind that wasted words are really impeding your ability to create a successful ad and campaign, too.
Testing your headline, which you should do first, is of critical importance because your headline is what sets it all in motion.
Take your time and create about half a dozen headlines you can use, and then begin the process of split testing. Yes, your conversion rate is where everything is summed up and judged. Be sure to slit test your offer because your offer can make or break your conversion rate. It’s up to you if you feel you should be an offer in your ad, so the best way to find out is to test. Eventhough a PPC ad is very small, there are quite a few things you can test, and the only way to know what those things are is to discover through study. You will need perhaps at least 500 impressions, and preferrably more, to get an idea about a split test.
When you’re in doubt, then the best thing to do is take these ad copy strategies and test them for yourself. You can realize spectacular results if you continue to make yourself smarter about writing effective ad copy.
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