The reason that most Search Engine Marketing Copywriters / Web Content Writers rarely ever get PPC ads right is because they do not give the process of creating them its due understanding and time. Most Search Engine Marketing Writers like to say "PPC ads never have high click-through-rates anyway!" But, that really is balderdash! What's wrong with pushing the figure as far as it can go?
Let us delve into the dynamics that go into creating successful Pay Per Click ads.
– What a PPC Ad Needs to Accomplish :
1) A PPC ad needs to grab attention, so that it even gets read: With the bombardment of SEM and SEO impressions on the searcher's page, the PPC ad has to first and foremost grab its attention enough to read it to the end. This is best done with a headline that relates to his keyword.
2) A PPC advertisement needs to accomplish a high click-through rate, but only amongst its target audience : The PPC ad needs to solicit a lot of clicks, but only from relevant leads. Otherwise, the advertiser is paying for clicks that will not convert, and are essentially, absolutely useless!
3) A PPC ad needs to convert visitors once they are on the landing page of the website: The PPC ad therefore, needs to be completely relevant and truthful with its promise, from start to finish.
– The Factors You Need to Keep in Mind While Writing PPC Ads :
Please note that these factors are meant to help you with the creative process, and to understand how to write PPC ads for high clicks and conversions. They are not meant as editorial guidelines. Search engines like Google and yahoo have their own editorial guidelines for different types of PPC ads, which have to be studied and strictly adhered to.
1) Put the USP of the Product or Service Across in the PPC Ad: The unique selling proposition is what makes your product or offering different from competitors' and tells the reader why it should buy from you.
2) Key Benefit of the Product: Consider what the main benefit is that the visitor will be seeking from the product or service being sold, and put that message across.
3) Mode of Action of the Product or Service: This is information on how the product does what it says it does.
4) Keyword Phrase: Not only must you include the keywords used by the searcher, you must also get into the shoes of the searcher, and try to understand exactly what the person who enters that specific keyword phrase must be looking for. This will go a long way in helping you connect with him or her. The connection is best made right from the start of the ad, but, should run right through it.
5) Include a Call to Action: A "call to action" as the phrase suggests is basically a hook that will work as an enticement to click on the url and visit the website. This may include a sale, a money-back scheme, a free offer, or even something less dramatic like the USP put across in an enticing way if there is no space for announcements!
6) Do Not Include the Company's Name in the Main Ad: The url of the company will have its rightful place under the PPC ad. So, considering that the PPC ad space allotted to you is tinier than the average female model's waist-line, there is really no room to spare for repetitions!
7) Be Creative: Even though it may seem like a tall-order, given the minuscule word-limit, be creative with your PPC ad, or run the risk of being ignored time and time again, even after being read. It's really that simple!
Now, the biggest challenge of all is bringing all the above requirements together, in under 95 characters, which is the size of the average PPC ad that you generally see on the right-hand-side of your search results page! And, that's 95 characters, with spaces included! Banner ads offer you a little more flexibility with space. To be perfectly honest, there are times when every one of these factors just can not be included. But, you would do very well to analyze them and try to include all of them every single time! A good tip is narrowing each point down to even a single word! And, then lacing it all together!
This article would probably not be complete without an example of a PPC ad in which all the above points are put together. Let's say the product we need to write for is a natural remedy for tendonitis, and the keyword searched is "Knee tendonitis". The USP is that the tendons are strengthened. The mode of action is herbs with natural healing properties. The main benefit to the searcher would be 'relief from pain and swelling'.
The PPC ad:
Kick Knee Tendonitis Now!
Herbal Remedy. Strengthens Tendons
& Gets Rid of Pain & Swelling! Sale
Put the right kind of effort into writing your PPC ads, and the "click-through" and "conversion rates" are bound to be impressive!