6 tricks to get the click: How to write exceptional PPC ads
PPC, or Pay-Per-Click ads, are a form of online marketing where advertisers pay each time a user clicks on one of their ads. PPC ads are a great way to drive customers to your website, therefore it is important to write engaging and successful ads.
Here at Embryo, planning, designing and launching landing pages are a key part of our PPC services. We know the importance of PPC, and we think that you should too.
In this post, we will teach you how to write exceptional PPC ads. Key things we will cover include:
- Using display paths
- Including a CTA in your headlines
- Including a differentiator
- Enabling ad extensions
- Using keywords
- Writing concisely
So, if you’re looking for ways to jazz up your PPC ads, then you are on the right path.
Use display paths
A display path is the text that appears after the URL associated with your ad. Usually, you have two 15-character display paths to work with. They are optional, and not guaranteed to show, but it’s better to use them than to leave them blank.
Display paths can show keywords, branded terms, calls to action, or USPs. The more specific information you supply, the better your ad is going to perform. We recommend using dashes to help users know that this is exactly what they will find if they go to your website page.
For example: ‘womens/petite-shoes.’
Include a CTA in your headlines
A CTA, or a Call To Action phrase, can often hide in the description of PPC ads. However, there’s nothing to stop you from including it in the headline.
Having a CTA or a question in your headline stands out and can call forth some action in the form of a thought.
Avoid vague statements such as ‘Buy Now’ or Learn More’ and try to be a bit more specific. Examples could include:
- ‘Get info and pricing instantly’
- ‘Save £100 off your first order’
- ‘Claim offer before 25/9’
Include a differentiator
You might be happy with your PPC ads and have established your key features and benefits. Don’t forget, your competitors probably provide the same exact ones. Therefore, you need to identify what makes you different.
Adding a differentiator could include the following phrases:
- The original
- The top rated
- The lowest-priced
- The only
- The fastest
Essentially it is an extra snippet of information that makes your business or services stand out.
Enable ad extensions
Ad extensions can give you up to 4 additional spaces below your ads which can allow you to add extra information to potential customers. You can also link to additional pages on your website within the same search.
Essentially, the more ad space you have, the more opportunities there are to engage with your customers and grab their attention. Ad extensions also allow you to add important things about your business such as your phone number, location, reviews and website.
Use keywords
Since you are targeting specific keywords, you may as well use them in your ads. Google and other PPC outlets highlight related terms and phrases that you have in your ad, which makes them stand out to users.
The more you stand out to users, the more clicks you will get. Using specific keywords reduces competition, and means that you aren’t relying on Google’s ability to match someone’s query to a related term that you use in your ad.
Write concisely
When you are writing PPC ads, you don’t have a lot of room to work with. If you use Google ads, you have 95 characters to use – 25 for the heading and 35 each for the next two lines.
The best way to write concisely is to research the words that get clicks. One of the best examples is using the word ‘get’ because it is short and has straightforward meaning. By using ‘get’ as a template, you can make sure that you efficiently and effectively use the space of your ad to get customer traffic.
Common mistakes to avoid when writing PPC ads:
Now you know 6 tricks to get the click, but what should you avoid when you start putting pen to paper (or fingers to keyboard…)? Have a look at the common mistakes bel0w:
- Misspellings or grammar errors: while it seems obvious, any spelling or grammar mistakes are enough to stray a user away from clicking on your ad. You run the risk of looking unprofessional and untrustworthy.
- Lack of detail: including the specifics about your business can set you aside from competitors. Why should a customer choose you out of everyone? Give them a reason to click!
- Not utilising emotional triggers: empathy goes a long way for a customer. If you make them feel as if they’re being directly spoken to, you’re ad is likely to have more of an impact that leads to a click. With the endless amount of ads out there, if your copy isn’t memorable, it just won’t cut it.
- Not using A/B testing: by testing your ad copy using split testing, you can see which versions are more effective for attracting those all-important clicks.
- Not using up all the space given to you: Google Ads gives you this space for a reason, allowing you three 30-character headlines. This space allows you to give as many important details as possible, so why not use it all up?
Ready to start writing PPC ads?
Hopefully, you now have a better understanding of PPC ads and how to write exceptional ad copy. At Embryo, we see what others don’t.
Our team of PPC consultants uses innovative in-house tools to delve deeper, find new data, challenge ideas, and make real change. We put our client’s head and shoulders above the rest.
If you’re interested, why not get in touch for a personalised PPC audit? Our team is always ready and waiting. Contact us today!
