Most modern marketers have at least considered the possibility of incorporating pay per click (PPC) ads into their marketing and advertising campaigns so checkout these Tips for Making Better PPC Ads.
PPC ads are simple, effective, and cost-efficient, making them a prime choice for inclusion.
But if you want your PPC strategy to work in your favor, you have to have fantastic ads.
Even an enormous budget and a well-known brand won’t be enough to make up for low-quality or poorly considered PPC ads.
So what can you do to make your PPC ads better?
What Is a “Better” PPC Ad?
First, we need to define what makes a “better” PPC ad. What makes one ad better than another?
Higher quality score
Your Google quality score matters. Google wants to provide the best possible advertising experiences for its users, so it rates your subjective “quality” on a scale of 1 to 10. The higher your quality score, the lower your CPC will be – and the better your ad will perform. It’s a win-win. You can get a better score with better writing, more details, and topical relevance to search users.
Higher relevance and better reception
Good ads are also targeted to a specific audience. They aren’t generic statements hocking a product; they’re opportunities for a search user to get what they were looking for.
More clicks and conversions
Ultimately, “better” PPC ads are ones that get more clicks and more conversions. These are the most reliable metrics to evaluate the quality of your ads. If they’re not performing well in these areas, something is wrong.
Before you can write effective PPC ads, you need to do your research.
Namely, you need to research your target audience to get to know them better and research your competition so you know how to deal with them.
The better you understand your environment, the better your ads will be.
Much of your success will depend on your ability to write compelling ad copy:
Address the customer’s objective
Your copy should be in line with what the customer is searching for. Try to match their intent and give them exactly what they want.
Appeal to emotions
Emotionally charged statements often move users to action. Try to evoke nostalgia or pride – or get your audience to laugh!
Include numbers, facts, and statistics
People are much easier to persuade when you have numbers on your side. For example, instead of saying, “save time every day,” say “save an average of 34 minutes every day.”
Figure out the top two or three objections a search user might have and address them in your ad copy. For example, you might reveal the cost of your product or insist that you’re offering a quick turnaround time.
You’ll also need to consider the formatting of your ad:
Keep your best copy up front
Average consumer attention spans are short and getting shorter. If you want your message to be effective, the most important parts of your copy should be “front loaded” – as early as possible in the message.
Choose the right URL
Users will look at the URL you choose. Keep it concise and topically relevant to attract more clicks.
Consider including images
Some PPC ads allow you to incorporate images – especially if you’re selling products directly. Consider using these forms of advertising in addition to written traditional search ads.
Other Factors to Consider
There are a few other factors you’ll need to consider on your journey to create better PPC ads.
Your target keywords and phrases will play a massive role in your PPC campaign’s success.
Not only will these give you the potential to target exactly the right customers at exactly the right stage of the buying cycle, but they’ll also give you an opportunity to evade competition and lower your CPC.
Landing page optimization
Don’t forget about your landing page.
You might be able to generate a steady stream of relevant traffic to your site, but if your landing page doesn’t deliver, the rest of the strategy is going to fall apart.
Optimize your landing page for user experience and for conversions.
Agility and adaptability
You’re probably not going to nail your PPC strategy your first time.
No one does.
PPC optimization is a process that takes months, if not years to get right.
Be prepared to stay agile and adapt to new information and new circumstances.
If you’re new to the world of PPC advertising, the idea of launching a new strategy, bidding on ads, drafting copy, and maintaining landing pages can seem intimidating.
But once you’re familiar with the basics and you have a good system for measuring, analyzing, and adapting your work, you’ll be in a much better spot.