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It’s true that some AdWords PPC advertisers can have difficulties with composing a good ad. Interestingly, a lot of times the problem has to do with the short length of the ads. You do need to understand and know why things are done a certain way, as well as knowing what to do in the first place. So what we want to do is offer you some AdWords ad copywriting tips so you can begin improving your ads’ performance.
Make a list of the most compelling benefits your product/service has to offer. Do you know the difference between benefits and features? If not, then you need to learn that as soon as possible. For example, if you’re selling web designing software that can help you design websites quickly, the benefit here is that it helps the end user save time – and that’s what you highlight in your ad. People respond much better when they see what is in it for them – the benefit. People do not respond to features in any ad for the most part. The benefits of whatever you’re selling will appeal to a percentage of people; it has an audience and that is good enough for now. That is why we suggest writing out a list, and what you’ll do is split test ads with different benefits.
You absolutely should conduct split testing to determine the most powerful benefit that produces the highest conversion rate.
Some form of call to action should be used in your PPC ads simply because it’s an effective copywriting device. It really all depends on your market, so the best thing to do is test your call to action copy. The reason for the call to action, though, is that people respond to direction, and they will tend to execute the action given to them. Your ad will become more tight and focused with a call to action. The call to action you choose should be tested because they all can have different effects. One other positive reason for using calls to action is they serve to completely remove any indecision from the readers mind – it’s not manipulative but rather the way human nature is.
You will basically be forced to stick to a rigid classified ad type of format, but still make sure you use all available space. Unprofessional looking ads are a big turn-off with people because they won’t take you seriously. There is really never an excuse for bad spelling, or poor grammar and the like. These are extremely easy mistakes to avoid, so be sure to take the time to do it right. Another conversion boosting practice is to capitalize the first letter in the ads’ headline, or title. As we stated earlier, make very sure there are no spelling mistakes at all especially since an ad is so short.
Writing good PPC ads for Adwords isn’t hard, but it does require effort and dedication to learning the skill. Be sure to study the higher ranking ads in yours and other markets, and that will help you to write better ads. After a while it will all become second nature to you. Just make sure you give it enough time, so that you’re able to create copy that gets results.
