While on a quest to improve my PPC ad writing skills I’ve come across hundreds of blog posts offering tips and tricks. Some were uninspired, while others seemed like genius ramblings of a mad PPC ninja.
Below you’ll find a collection of some the best ad writing tips I’ve come across with my commentary.
#1 Start Simple
An ad should say what you’ve got, why it’s great, and how much it costs. Start simple and test from there.
#2 Spy On Your Competition
Search your own keywords and see what ads your competition is running, then do the opposite. You want to stand out, not be a part of the pack.
When they zig, you zag. Stand out from the pack to increase your clicks.
#3 Split Test
You must must must split test your ads. This should be obvious, but sometimes it’s not. Keep it simple with A/B split test. That means 2 ads, equally rotated. When you find a winner, pause your ads and write your new challenger ad copy for each adgroup.
Don’t forget – you’ve got to have statistically meaningful data to make a decision. Check out this site to help with that http://www.splittester.com/ .
#4 Be A Relevence Ninja
I couldn’t have said this better myself…
Whether it’s a certain page on the website or a campaign-specific landing page, make sure your ad relates to the destination page. If a visitor reads a specific benefit, promotion, or number in your text ad they expect to see it when they click through. Ensuring that your destination page relates to your text ad will significantly help improve quality scores, conversion rates, and bounce rates.
#5 Stay Organized
Stick to tight, small ad groups (5 keywords to an adgroup). Sure it’s more work but it will help you increase your quality scores. Smaller ad groups mean you can make tightly focused ads using the main keywords of the ad group.
#6 Use Numbers
Include pricing, dates, or percentages when they apply. Numbers tend to jump out to visitors and attract attention. The more specific ad copy can be the better, and numbers help you get specific.
Ever notice how marketers often use numbers in a headline?
“This Widget Made Me $1,055,487 in The Last 30 Minutes” There is a method to their madness. Also – you’ll never see an even number used. Oddball numbers are more “believable.”
#7 Explain Your Value
Explain the value you create in the following order: Explain the pain you relieve, the benefit of your product in regards to that pain, give proof that it really works.
Those were the best tips I’ve come by after reading through dozens of PPC ad writing posts. Use these tips and your bound to see an increase in CTR and overall PPC success.
Got any PPC ad hacks of your own? Share ‘em in the comments below!