The key to getting the most traffic to your site is writing strong PPC ads. It can be a lot more complicated than it sounds, and it can make the difference between earning and losing a sale.
That means you need to be able to write ads, and you need to write them well. To get the most out of every ad you write, you have to start with the basics.
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1. Write concisely
When you’re writing ads, you don’t have a lot of room to work with. On Google AdWords, the standard of PPC, you have 95 characters to use — 25 for the heading and 35 each for the next two lines. For reference, the average sentence is roughly 100 characters long, so you have to make every letter, digit, and space count when you’re writing.
The best way to do this is to research the words that get clicks. One of the best words for that is actually “get” since it’s short and it has a straight-forward meaning. By using “get” as a template, you can make sure you efficiently and effectively use the space of your ad to get customer traffic.
2. Use keywords
Since you’re targeting specific keywords, you might as well use them in your ad. 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 likely they’ll be to click your ad.
If you don’t use keywords, you rely on Google’s ability to match someone’s query to a related term that you use in your ad. While that’s not a bad bet, it’s also not a good one. You’re completely at the mercy of Google’s algorithm, and if it doesn’t detect the words that it thinks are relevant, your competitors will stick out more than you.
3. Use symbols
Letters, numbers, and spaces are recognizable to everyone. That means using them could help you get the engagement that you want from someone who sees your ad.
That’s why symbols are effective additions to PPC ads. Even common symbols, like the registered trademark sign, can draw the attention of a user enough to get them to your site.
When you don’t use symbols, you’re relying on the same letters and digits as everyone else in your industry to get customers. That’s a real challenge, especially since you can’t use anything other than words to do it.
Symbols help break up the monotony. They’re unusual images that grab the attention of any user, even someone who’s just scrolling through search results. They can stop someone right in their tracks, and they’re the perfect ways to show your customers that you’re different from your competition.
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4. Use ad extensions
Ad extensions are plugins to your PPC management software that let you add special features to your ad. Those features can be submission forms, additional links, and other items that help attract the attention of your target demographic.
Ad extensions stand out to users because it eliminates a step between them and finding the information that they want. With a normal ad, they have to click the ad and go to a new page that’s completely unknown to them. With ad extensions, they can give you information and immediately know what they’ll find from your ad.
5. Highlight your selling points
PPC is a highly-competitive marketing channel, and that means you have to show that you’re better than your competition. To do that, it’s important that you tell users what makes your product, services, or company unique.
Is it your low prices? Your streamlined services? Your durable products? Regardless of the answer, it needs to be present in the ad that you write.
If you don’t mention your selling point, users simply won’t know why they should buy from you. That means they’ll look to someone else, and you’ll lose a sale to a competitor.
To avoid that, tell them what makes your company better than the others.
6. Add calls to action
Calls to action are essential for getting people to do anything online. In PPC, they’re used to get people to your site. Calls to action generally start with verbs and instruct a person on what they can do to get what they want.
Using a call to action is hard because of the character limits on PPC ads. Usually, calls to action can be as long as you need in order to get a conversion. But here, they’re restricted to a handful of characters that also need to show information. It’s hard to do, but you need to strike a balance between informing and attracting users when you’re using PPC ads.
WebFX writes great PPC ads
At WebFX, we have an expert team of dedicated PPC specialists and ad writers who know how to get traffic to your website. They’ll create and test all kinds of different ads to determine what words get people to your site and which ones turn them away. And the whole time, you’ll get more customers to your business.
Do you want your company to grow? Contact us today to determine a PPC strategy that’ll work for you!