adVision Marketing

When writing the ad copy for your pay per click marketing campaign, don’t underestimate the power of those 70 little characters you have to work with. These little characters, after all, will create the message that forms the critical first impression when someone first discovers you online. Every set of eyes that sees this ad is a potential customer or client, so your first impression had better be a good one.

The key to writing great ad copy is to be interesting, informative, and unique. Under no circumstances should you ever give in and copy your competition. This is lame! We know you’re tired after researching keywords, establishing ad groups, and identifying landing pages, but you can’t give in when it comes time to write great ad copy.

Follow these rules and you’ll be on your way to ad copy success:

Always include the keyword searched in your ad headline

• If someone searches for a ‘green widget’, your ad headline should say something along the lines of ‘Green Widgets on Sale Now”

• Advertising a ’sale’ will definitely peak interest in your ad

• To include the keyword in the title you can either define extremely specific ad groups or use dynamic ad titles to accomplish this. We prefer specific ad groups for improved manageability.

In the first line of the ad, call out the variations of the ‘green widget’ you offer, or a benefit of owning a ‘green widget’.

• ‘100s of Clay, Wood, & Metal Widgets’

• ‘Save Time & Money with Our Widgets’

In the second line of your ad, reference a value add to buying from you, and most importantly - Ask for their business!!!

• ‘Free Shipping. Buy Online Today!’

Lastly, in the domain URL, be sure to include the ‘www.’ before your domain. This not only looks more professional, we’ve also found a greater percentage of people click on ads with this included.

All together, the perfect ad for an online search of a ‘green widget’ would look like this:

Green Widgets on Sale Now
100s of Clay, Wood, & Metal Widgets
Free Shipping. Buy Online Today!
www.WidgetsUSA.com

Writing great ad copy alone will not make you an instant web success, but it’s a great start. As an online marketer, you want online leads and sales, not just online clicks. Without great copy, you minimize your odds of getting an ad click, and without an ad click, your odds of getting that lead or sale is zero.

How important does effective ad copy sound now?