When developing your PPC Adcopy, using creativity, focusing on creating compelling copy, and developing high quality CTA’s (call to action) ads, is far more important than the quantity of ads that you pump out. When developing your Adcopy, keep in mind that all the high converting ads have several similar traits in common. When it comes to creating these ads, the tips listed below will help in developing successful ad campaigns, in getting searches to click on your ads thus increasing your ad CTR and eventually begin churning these clicks into high quality leads or sales.
1. Writing At The Adgroup Level
When creating your ads, write your Adcopy at the Adgroup level. So let’s say you have an Adgroup selling high top sneakers, all of your keywords under that Adgroup should be about high top sneakers and your Adcopy should be as well. Maybe another Adgroup is about low top sneakers, same goes for that, keywords about low top sneakers and Adcopy about low top sneakers for that particular Adgroup.
I can’t tell you how many people just write the exact same ads for every Adgroup. That’s a big no, no. Google is all about relevance and high quality content. Keep that in mind for every ad that you write! The more Adgroup/keyword specific the ads are, the more they will reach the most commonly searched and relevant people, the more focused they will be and the higher the likelihood that a conversion will occur.
2. Know Your Buyers
Catering to the buyers’ needs’, is critical when developing Adcopy for any marketing campaign. Buyers are motivated by all kinds of different factors, so as a copy writer, you have to focus on these factors. There are price sensitive buyers; when developing these ads, try to include prices and dollar signs, as they are more likely to click and eventually convert. Some buyers like the reassurance. So, mention 24/7 support, emergency services, or similar key phrases. This will attract the needy buyer out there.
Special offers are good for those who want to find the best deals. When dealing with the buyer who likes to pay less and always find the best deal, make sure to mention sales dates, percentage discount, and similar styles of copy. Limited time offers are also pushers and will encourage these buyers to take the plunge and convert.
You have to know your audience and who the specific buyer is, in order to create the ad copy which is truly going to call to them, and will eventually get them to convert rather than simply clicking on the ad and wasting $x.xx of your money. Make sure you are continually testing your Adcopy and dropping the losing ad once a week. It’s important to optimize weekly.
3. The Buying Cycle
Certain products or services go through different buying stages or cycles; when developing your Adcopy, keep this in mind. Early on a searcher is looking for reviews or general information about the product; return policies or other sales information is what the buyer is looking for towards the end of the typical buying cycle.
In order to streamline your conversions, use the appropriate keywords which correlate to which stage the buyer is in, during the buying cycle. By knowing where the buyer is in the process, and where they are in the buying cycle, you are more likely to get the conversion rates to go up! Aren’t keywords cool!?
4. Keep Everything In Sync
In terms of the Adcopy, Adgroups, keywords and landing pages, you have to make sure that all of these things are in sync. So what do I mean by that? Simple, make sure each Adgroup has relevant keywords inside it, has a keyword relevant ad and that that ad goes to a keyword relevant landing page. Everything must be in sync and lined up correctly.
The keywords which drew them in from the Adcopy, should appear on the landing page, as these words are the reason why they clicked on your ad in the first place. Don’t sell them short, because doing that will result in you losing potential buyers rather than increasing your conversion rates. Conversion rates tend to be higher when your Adcopy and the landing page are similar, and have the same words or phrases which are targeted in the ads. If you don’t have this continuity, consider developing specific landing pages at the Adgroup level. It will pay off in the end, and you will see the higher conversion rates.
5. Don’t Rush Your Campaigns Or Ads
Anything worth doing is worth doing right. I know it can be exciting the thought of tossing some ads up and having a flood of hot, ready to buy people land on your website, but make sure you take your time! Taking the time to create killer copy, rather than putting something together in 5 minutes just to get your ad out there, is truly going to make a world of difference, and is going to result in those higher conversion rates you want!
What always helps me if I’m stuck, go on Yahoo or Bing and see what some competitors are doing. Browse around and look at some of the different calls to action in the ads. Brainstorm ideas, in order to come up with those which are the most targeted to your audience. Write in different tones, and come up with various copies, prior to deciding which one will go live.
There is no way to tell if the searcher is eventually going to convert when they click on your ads; even when you do everything right. Once they reach your landing page (assuming everything is targeted correctly) it’s up to your landing page copy to churn that visit into a lead. The best advice I can give anyone reading this post, is always remember to test and optimize. That is the biggest difference between the winners and the losers who market with Adwords PPC.
BIO: Clicks Geek is an AdWords PPC management service and consulting firm based in New York City. They have over a decade of experience in paid search marketing. They work with B2B, B2C, eCommerce and offer white label PPC management for agencies and consultants.