The following method for writing good advertisement text, the kind of copy that is going to increase your CTR, is a very simple method that deals with the basic and most important elements that should be considered when developing such an important feature of any PPC campaign.
The advice given in this article is really just the beginning of what needs to be done with advertisement text development on a regular basis. If you truly want to learn how to do wonders with your advertisement text and increase CTR and conversion rate as a result, hand over your advertisement text development to the experts at Webrageous.
The PPC Managers who work for Webrageous are Google AdWords qualified and they specialize in the development of effective advertisement text in order to ensure the best results possible for all the PPC clients that we guide and support in online advertising.
By all means, take note of the important lessons to be learned in this article today, but do seriously consider contacting our PPC Managers directly in the near future and schedule a no-obligation meeting about your PPC Management needs.
The management and development of advertisement text that our PPC Managers can provide has taken us years to cultivate. Working with us directly is always going to be the better option for you and your campaign.
Advertisement Text Should Be Keyword Relevant
If you are promoting second hand books, for instance, then your advertisement text needs to be full of relevant keywords. “Second Hand Books” should be in the headline, in the body of the text and in the Display URL too. In addition, if you are promoting a brand, then make sure that the brand name is in the advertisement text at every given opportunity. This is essential as people will gradually come to know your brand and trust your company more (if you are running your PPC campaign correctly in other areas too, of course).
Advertisement Text Should Always Call To Action
Give the internet user a reason to act. If there’s no reason to click, then why are they going to bother? Think about it logically. For instance, you might ask them to:
- “sign up”
Use the imperatives and internet users will become more active by default.
Advertisement Text Should Emphasize Urgency or Need
An even better way of calling the internet user to action is to emphasize a current need or urgency to click IN THAT MOMENT. For instance, the advertisement copy could make reference to a discount or a promotion; something that is not going to last forever and that the internet user should take advantage of whilst the opportunity exists. For example:
- “Limited amount of…”
- “First 500 buyers get…”
- “50% off until May 2010”
If what you are offering is not always going to be available, the internet user will need to be more active; they will need to make a decision immediately and will not have as long a time to ponder over things. This is a great way of ensuring a higher CTR because once an internet user (or even a buyer who is buying something in person from a store) begins to think things through, you have kind of lost the battle.
Keep the energy of the internet user high and the advertisement text is more likely to result in a click.
Advertisement Text Should Be Emotive
This is the element of PPC Advertising in general that many PPC Account Managers fail to take into account… the fact that they are advertising to HUMAN BEINGS.
It is very important to remember that even though most of your day as a PPC Account Manager is spent by analyzing data, looking at figures, generating keywords and generally working on things from a technological or computerized perspective, PPC Advertising and PPC campaigns are about attracting the custom of PEOPLE.
People have feelings. People have emotions. People do not buy anything unless they feel that it is going to be good for them; unless they feel that in some way it is going to make them feel better or make their lives that little bit easier.
For example, when an internet user buys some protein pills that are designed to increase muscle density as quickly as possible, it is not simply because they want to be bigger. Of course, the result will be (they hope!) that the pills will give them bigger muscles. However, the deeper reason for wanting to be bigger, to have bigger muscles and for buying the pills therefore, is because they are lacking in self-esteem. The pills that they buy are really a way of making them feel better.
How does this affect the way in which you need to approach advertisement text in your PPC campaign? Allow us to explain:
- Don’t write: Buy protein pills and increase muscle density by 50%
- INSTEAD WRITE: Buy protein pills. Gain 50% more muscle. Look hot on the beach.
(In fact, the above example would be even better advertisement text to use if campaigning during the months leading up to the summer, for obvious reasons).
Writing Good Advertisement Text Concluded
The above four strategies are not rocket science. They are not difficult to implement, but they are perhaps elements that are missing in your advertisement text, particularly if you are new to PPC Advertising and are still learning the ropes.
However, this article only offers one way of approaching the creation of advertisement text. There are many ways of generating effective advertising copy. Therefore click here to read an alternative approach to the development of successful advertisement text. By trying more than one approach you will gradually find something that suits the way in which you work best.
Don’t forget. PPC Account Managers are just as human as internet users. Machines could create advertisement text in a matter of seconds. Humans need to find something that suits them individually. Please fill out our contact form today below if you would like help from us in crafting the best paid search ads possible. Take your time and read another article on this subject.