Tips For Creating Excellent PPC Text Ads
When it comes to PPC advertising, the most important and visible element is your ads themselves. Quite often, your ads will be what introduces prospective customers to your brand. This is why it's important to make a good first impression.
If you want your PPC campaign to be successful, your ads will have to be carefully crafted. When creating ads, keep in mind that you want them to attract positive attention, clearly state the message you're trying to get across and get people who are truly interested in what you're offering to click on them. At the same time, you'll be dealing with various ad platform rules, most notably limits on the number of characters each line can have.
Creating amazing text ads is an art that takes some time to master. But if you follow these tips from the pros, you can increase the chances of your ads being useful in accomplishing your digital marketing goals, even if this is the first time you're running a text-based PPC ad campaign.
Think Like a Member of Your Target Audience
Before you begin creating your ads, you need to spend some time thinking about your target audience. Too many advertisers simply see things from a marketer's perspective, which can result in ads that perform poorly.
A few questions to ask yourself include: What specific problems does your target audience experience? How will your product or service help them resolve the issues they're having? Are there any questions or concerns they may have about what you're offering? What would entice them the most to do business with you as opposed to going with a competitor?
Talk About the Benefits of Your Products or Services
When it's relevant, tell people what makes your products or services stand out from the rest of the crowd. Talk about their benefits and what makes them better than competitors.
Include a Clear Call to Action
Including a call to action is an excellent way of increasing the number of clicks your ad gets. Don't hesitate to tell your visitors what to do by using CTAs like "Request a quote today!" or "Shop now."
Add Qualifying Elements When Needed
You want your ads to receive clicks from prospects that are not only interested in the product or service you offer, but also qualified. For example, if you sell luxury products, you may want to include a price point in your ads, as this will discourage bargain hunters who are just looking for items at the lowest price possible. Or if you offer a communications service aimed at business customers, you can make this clear in your ad copy so you don't get clicks from those looking for a residential service.
Adding qualifying elements can be very beneficial if your product or service is aimed at a particular audience. Doing so will help your keep your PPC spend down by reducing the number of clicks from unqualified prospects and can also save you time, as it lowers the amount of inquiries and sales leads you'll receive from prospects who ended up being unqualified for some reason.
Get Someone Else to Proofread Your Ads
Whenever possible, get another member of your team to go over your ads before they go live. This will provide you with valuable opportunities to catch errors or spot potential improvements.