How to write killer PPC text ads - 8 handy tips!
Ok, so you want to rank #1 in Google for a group of specific keywords? Good news: that can be done easily enough with a Paid Search (PPC) campaign.
We can write up a list of search terms to target (Keywords) and categorise these into (ad)groups... but this leaves an important question: what should our audience see when they search?
The Search Engine Results Page (SERP) is your shopfront on Google's high-street (a horrible cliche, but an accurate one). First impressions last and, as our audience scrolls down the page it's important our metaphorical "store" stands out. It's great that we can put ourselves in #1 position and give ourselves physical prominence, but ad copy is important nonetheless as it is our way of conveying to the user that our service is the most useful or the best-priced.
Here are 8 tips to ensure you maximise your PPC adcopy:
1. Don't worry too much about getting it exactly right first time...
Instead, write several adcopies (three or four) and test them out. When we come to upload our copy to Google Ads, Google will initially serve them out at an even rate. However, quite quickly one or more will stand out in terms of how much they are being clicked (Click Through Rate, CTR%). The system will then start apportioning more budget to the most successful. Reporting is to all intents and purposes real-time, so we'll soon see which ads are resonating with our audience and getting their clicks.
2. If working with a client, get to understand exactly what they're wanting to do
Whilst this sounds pretty obvious, it's something that often isn't given the attention it deserves by an agency. Even if the client knows next to nothing about digital, they'll know what they want to convey about their brand and their services. They know their audience and will be best-placed to offer insight on what their customers will be looking for and what problems they will be hoping to solve by searching on the terms for which you are planning to appear.
Work with the client on some key phrases that outline these customer solutions, then also jot down some other phrases the client uses when they talk about their brand. Combinations of these expressions and slogans will form the basis of any adcopy proposal.
3. Be punctual
As you probably already know, Google Ad's copy parameters are absolute. There is no getting around the finite space we are given to work in. There's more room to play with than there used to be and the paramaters continue to change from time to time, but it pays to be pithy.
Right now, the Google Ads character limits are:
Headline 1 (required), Headline 2 (required), and Headline 3 (optional): 30 characters each
Description line 1 (required) and Description line 2 (optional): 90 characters each
In both cases this includes spaces.
As such, it helps to write Google Ad copy in Excel with an =len function in the neighbouring cell to count the characters as you type.
4. Research the market
Have a look at what the competition are doing. Assuming you or your client are new to the market, there's nothing wrong with getting inspiration from a mature marketplace that has already tested (and tested) which adcopies drive the most traffic.
5. Highlight USPs
What's unique about the product/service? Why is it better than the competition? Why are you the only ones in the search listings that are going to solve the user's query?
Highlight this at every opportunity.
6. Make the copy as relevant as possible and use the Keyword
This also links into how you structure your adgroups and campaigns. As a general rule, the more granular you can be with your structure the better. Why? Well, firstly, it allows you to identify more quickly what's working and what isn't, allowing you to act accordingly (through optimisation).
But for the purposes of this post, it also allows your ads to be just that bit more relevant. It might be slightly more time consuming, but try tweaking each adcopy so it's as relevant as possible to each adgroup - it will pay dividends, increasing your CTR% and, therefore, reducing what you pay per click (CPC).
Finally, look to include the primary keywords from that group in the adcopy, ideally in the headline. The text is listed as bold in the results page and helps the ad "pop".
7. Calls to Action
Simple really: tell the user what to do. "Buy Now". "Get a Quote Today!". "Sign Up for Offers". And if it's temporary, make double sure: "10% Off - Shop Today, Sale Ends This Weekend!"
8. Price Points
If you think your products have a competitive price point, include it in your adcopy. However, if there are direct competitors selling the same or similar products, do your research - are you price competitive really? There's nowhere to hide in the search engine results.
"Product X - Only £12.99!"
...will not stand a chance against...
"Product X - Only £11.50!"
...which is great if you happen to be the latter! You will get all the clicks, and much more cheaply.
Stick to these 8 principles, remembering #1 in particular. This post has been written by me, Tristan Sanders, founder of www.sanders-media.com, your one-stop shop for Paid Search consultancy, as well as social media advertising solutions for businesses big and small. Get in touch.
hello@sanders-media.com