Although organic SEO is seen by some as being five times better than paid search ads, pay per click advertisements may still play an integral role in your marketing strategy. For example, PPC ads can drive traffic to your website when you’re working with a short timeframe or you’re promoting a limited offer, among other scenarios.

But in order for your Google PPC campaign to be successful, you need to write compelling copy. PPC ads like these are unique in that they don’t appear as a captivating visual that prompts consumers to click; instead, it’s really all about the text. The way you write a PPC advertisement will differ quite a bit from other kinds of ads, so it’s essential that you educate yourself on the ins and outs of pay per click marketing before you dive in. With that in mind, we’re sharing three simple steps that will help you create PPC ad copy that converts.

1. Research Your Competitors: Competitor research is always a great place to start. But keep in mind that your PPC competitors might not actually be the same companies you’re up against in your city or your direct industry. You might be competing with brands that offer highly discounted versions of your products, for instance, which might be a new challenge for you. Figure out exactly who you’re competing against in this space and then take a close look at what they’re doing. While you won’t want to directly copy what your competitors are doing with their ads, you can figure out which keywords are being targeted and use that information to inform your own pay per click marketing decisions.
2. Determine What Customers Want: When writing PPC ads, you might be inclined to focus on the aspects of your products or services you’re most proud of. But it’s more important to figure out what your customers are really looking for. Sometimes, those might align — but that’s not always the case. You need to put yourself in your audience’s shoes and discover what solutions they’re really searching for. Once you’ve done that, you’ll be able to craft PPC ads that more accurately capture their needs and position your brand as the answer to their problems. Of course, you’ll want to highlight what makes your products, services, and business unique at the same time. This will allow you to differentiate your ads from those of your competitors.
3. Develop a Strong Call-to-Action: Of course, your ads need strong CTAs in order to seal the deal. A call-to-action is what provides the final incentive for customers to click. The type of CTA you use will depend on both your brand and where these customers are likely to be in the buyer’s journey, but they should always be direct and actionable in some way. “Buy now” and “call now” are common examples, but don’t dismiss the effectiveness of “download,” “register,” “watch,” and “start.” As you monitor and manage your PPC ads, you can also test different CTAs to see which ones are most effective for your audience.

For many businesses, pay per click ads are crucial for digital marketing success. But if you don’t have the skills to create killer ad copy, you might be behind the curve. With these tips in mind, you can take your ads to a new level and experience more conversations and traffic. Of course, it helps if you work with the PPC professionals. To learn more about our PPC management services, please contact us today.