A Quick Guide To PPC Ad Copywriting

Author: Harvey McEwan

PPC is not all maths and technology. When it comes to ad copy, the bottom line is to write creative advertising that captures the attention of customers. This can be quite tricky given the very limited space available. Each ad contains two lines of copy, a headline and a description which can be 25 and 35 characters in length respectively. The challenge here is therefore to write engaging, enticing copy in the restricted space.

It's important to make sure your ad copy is clear and readable, to avoid confusing readers. The content of the ad and offer should be immediately clear to the user. One way to ensure this is to avoid abbreviations. Write with the searcher in mind, unique and simple ad copy is what attracts attention.

If you really want to make your PPC campaign profitable and successful, your ads must be tailored to your target audience. Many PPC newbies make the mistake of trying to please everyone. Don't; this will only cost you money! There will be a specific area you want to focus on, or a specific USP you want to highlight, for example, you may be providing lower prices than your competitors, providing a better service or targeting specific age groups.

Many people involved in PPC make the mistake of trying to target a wide audience in order to increase click-through rate. While this will increase your quality score, essentially it damages your bottom line as you'll be wasting money on poor quality clicks.

Calls to action is another important area for PPC adverts. This is essentially your salesperson, your brief pitch to potential clients. You need to ask users to take some form of action, but make sure you do it professionally. A general rule is not to write in capital letters it can come across as pushy to many users. "Buy now" "Order online" or "Enquire with us today" are examples of calls to action, depending on the business and the products or services offered.

The aim of your paid search ad is to make sure keywords are included in the head and body of your ad. This also includes URLs, as this is a positive signal to the search engines and additionally, gives users an idea of what to expect before the ad is clicked.

And remember, testing ad copy is a feature that shouldn't be ignored. Take advantage of being able to see which copy your users prefer!

Article Source: http://www.articlesbase.com/seo-articles/a-quick-guide-to-ppc-ad-copywriting-6016529.html

About the Author
Harvey Mcewan writes articles on a variety of topics, from http://uk.queryclick.com/en/pay-per-click-ppc/>paid search to technology and fashion.

Labels: paid search, ppc, ppc copywriting