There is barely a marketer out there using pay per click (PPC) who isn’t making money. As anyone who got caught in the Google slap a few years back will tell you, SEO isn’t the only way to get your content noticed. In fact, as content discovery methods go, if you’re relying on SEO alone, you’re going to have a long time to wait for your site to rank, and by the time it does, who knows what will have changed (or will soon change)?
The most effective content discovery strategies employ healthy portions of smart SEO and paid traffic. PPC ads can net you a steady flow of organic traffic that will, in turn, pay you back a large portion of your investment in paid ads quickly.
But before any of that can happen, you need to write some good ads.
We have a very scientifically thought-out equation that sums up PPC pretty thoroughly, and it looks something like this:
CTR=Visuals+Engagement
CTR stands for click-through rate, and it is a vital element to successful PPC ad campaigns. Your ad has to be appealing to the eye, and the message has to get the attention of the viewer. I say “viewer” here and not “reader,” because before a prospect is ever going to read your ad, he or she is going to be drawn to the graphic that accompanies it. That said, the first and most vital element to successful PPC ad copy is good images (and when a professional copywriting company tells you that something besides words is your top priority, it’s a good idea to listen!).
Seriously, don’t skimp on the images. Choose pictures that are relevant to your niche but interesting enough to get attention from a broad audience. Once you have that in place, it’s time to start considering the words, and here are tips on how you can optimize both your message and your CTR with your ads.
1. Utilize Relevant Keywords
Here is where the SEO part of the equation matters. You want to use keywords that will attract clicks. If your ad is about nutritional supplements, “nutritional supplements” should be in there. It’s also a good idea to employ the aid of a good keyword tool to see what other messages you should be sending in both your headline and sub-headline.
2. Don’t Overwrite the Ad Space
PPC providers, like Yahoo Gemini, provide ample space for you to seed with great keyword content and provide a stellar message. The only problem is that the ad will only display 71 characters of the 150 they allow. You want your entire message to be visible, so stay within the boundaries of what the viewer will see, not the maximum allowed number of characters.
3. Address Different Buyer Needs
This means you’re going to need to write more than one ad. Most marketers will write at least five, but the more the better. This allows you to split test your messages paired with your images and see what combinations get the best CTR.
Make a list of things that will appeal to different people, then write targeted ads with appropriate visuals to attract the intended viewer. Don’t try to guess what the market wants. Write a bunch of ads, cast your nets, and see which one(s) the fish prefer. You can always pause or remove the ones that are underperforming.
4. Maintain a Relevant Tone
Energy and enthusiasm are great, but know when enough is enough. If you’re trying to sell products like insurance or baby car seats, you might not get too far if your ad copy is too gonzo. Here’s an example:
Rates so low it’s INSANE!
Click here to find out how much you can save
Safe Driver Auto Insurance Discounts
Find out how your good driving habits can save you hundreds
The first example flies in the viewer’s face. Even if you have an appropriate image to go with it, the message in the ad will never be balanced. The second example is straightforward and to the point. It uses a branded keyword and makes a believable claim. Which do you think the viewer would consider more relevant to your niche?
5. Analyze Your Results
Go through every ad, and look at the CTR on each. Which ones are underperforming? Which are getting good results? Take note of the visuals and take note of the copy, and look for patterns. If you start with a large number of ads, it could be just a matter of pausing the ones that aren’t getting the clicks. If you only wrote a few, take your cues from the ones that are doing well and write ads that look like them and have the same general message. After a couple rounds of this, you should have a good idea of what will work long term.
6. Critique Your Copy
If things just aren’t working out, try doing a few searches within your own niche and see what the other guy’s ads have to offer. Start looking for patterns, and see if they’re doing something you’re not. If you’re really in a pinch, get in touch with a copywriting service and let a professional advertisement writer have at it. You’re likely to learn enough after buying some winning ads to start creating your own.