How-to: Write Better PPC Ad Text

By Amanda Sides | Feb 9, 2009
More Articles by Amanda


More and more companies are turning to PPC advertising these days.  As a result, there is a steady increase in the sea of ads being thrust at consumers.  Because of all the new search engine ad clutter, along with tight budgets to work with, it is more important than ever to strive toward the perfect text ad.  Make sure your potential consumers notice your ad with these simple reminders.

Research
Do this to find out the rules and regulations behind writing text ads on certain engines.  Also do some research on the ads that your competitors display.  Browse through their website to find out what you have in common as well as where you surpass their offers.  You do not want to mimic their ads entirely; find out how they do it so you can differentiate yours from the rest.

Differentiate
How effective is it to have the same robotic ad that your competitor offers up?  You are leaving it up to chance which ad the searcher clicks on.  Leave it less to chance and lead the searcher to believe they will get the results they want by clicking on your ad instead of the other guy’s.  As suggested in the point above, do your research and find out how you stand out among the rest, and make sure this is a focal point within your ad text.

Insert Top Keyword Phrase
Be sure to use your top keyword for that ad group within your ad text.  Also consider the topic of dynamic keyword insertion.  This will trigger some of the words in your ad to display in bold, which contributes to differentiating.  Some helpful links on dynamic keyword insertion:

Call to Action
A call-to-action is a brief phrase that helps to entice the searcher to click on your ad.  Some example words include buy, sign-up, sell, order, and browse.  Using call-to-action phrases in your ad text helps the user understand what you expect them to do once they click through to your site.

Qualify Leads
One thing you are trying to achieve is to get a high click-through-rate, but you want to be sure you get quality clicks.  By using appropriate wording, you can weed out the leads that may reach your site only to find out it’s not particularly what they were looking for, causing them to jump ship without giving you a conversion.  By doing this, you will lower your spend, and allow you to use it more effectively.

Test, Test, Test
Each ad group needs at least one keyword and one ad to be up and running.  But you, however, are a high achiever and use TWO ads per ad group.  You should do this so that you can test one ad against the other to find out which gets the best results for you.  You can change out old ads with new ones to find the perfect fit.  With large accounts this may take a lot of extra time, to virtually double your ad count, but the results will be well worth the effort.

The more relevent your ad is to what the searcher is looking for, the better chance you have of landing a conversion with that user.  There is no universal fool proof strategy to writing the perfect text ad, but start out with these pointers in mind and you’ll be well on your way to finding what works best for you.

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