Sometimes writing ads can be the most intimidating part of running a PPC campaign. A lot of times, AdWords customers won’t know what to say in their ad text so they’ll either stuff their ad with as much information as they can without it really making sense, or they’ll write the bare minimum and leave plenty of useful space blank. Neither of these is ideal. Below are three important steps to take in order to write a great ad.
Be Precise. Whatever industry is being marketed, the ads created for that AdWords campaign need to be specific to what’s being sold and should reflect what keyword theme is being targeted in each specific ad group. If you sell skinny jeans, everyone knows what those are so you don’t need to explain what your product is. You do, however, still need to explain what kind of skinny jeans you’re offering. Do you only offer denim skinny jeans? Colored skinny jeans? Plus, Long, or petite sizes? Make sure to list what you offer in the ad, especially if you don’t sell anything but denim skinny jeans. Avoid being vague. The last thing you want to do is leave a customer guessing. If you offer a product that isn’t familiar to very many people, don’t just say the name of your product in your ad. Tell a little bit about what you’re offering in a short, descriptive way.
List Promotions and/or Specials. If you have a specific promotion you’re running, (i.e. 10% off, buy one get one free, etc.) put that in your ads! That will automatically give you a leg up on your competitors because you’re offering a percentage off and they aren’t. This will not only improve your click through rate, it will most likely improve your conversion rate.
Strong Call to Action. This is extremely important to include in every ad, no matter what you are offering. If you include a phrase at the end of each ad that says “Buy Now!”, “Call Today!”, etc. you are automatically telling the potential customer what you want them to do once they click on your ad and are taken to your site. By using ‘now’ and ‘today’ in the call to action, you are creating a sense of urgency. Potential clients will be more likely to click, because that call to action is pressing and is telling them exactly what the intended action is.
Bottom line, it’s important to tell potential clients exactly what you offer, if you have any promotions going on, and what you want them to do once they arrive at your website. Make sure you use all of the characters available to you. You never want to leave a large amount of characters unused. Find a way to make what you want to say fit! Make yourself stand out among the crowd so potential clients will want to become your client, not your competitors.