Your success in PPC marketing can begin and end with your ad. Of course you need to make sure your landing page converts and that you bids are correct, but if nobody clicks on your ad then you’re going nowhere fast.
Luckily, writing an ad is pretty simple, if you follow the rules:
1. Tell the visitor why they should be using your services
Pretty simple, I know, but so easy to forget. When you have a character limit to work with and a long list of messaging that you’d ideally like to use, it can be so easy to forget to tell the user what makes your company better than the others. Think about including any promotions you have running, maybe your business has been around far longer than the rest; do you have online exclusives?
2. Relevance, Relevance, Relevance
I can’t emphasise enough how important this is. Not only will Google determine your quality score by how relevant your ad copy is to the keyword, but (I think you’ll agree) it’s pretty important that the user knows that you can offer them the services or product that they’ve searched for as well!
3. Include a CTA
So you’ve told the user why you’re so great and you’ve made sure your ad is nice and relevant to the keyword and the landing page? Now all you have to do is make sure you tell the user what to do! Does the user understand exactly what happens next, once they’ve clicked your ad? Do you want them to apply online, purchase a product, download an application form or claim their free trial? By including a CTA, not only will you make sure your landing page has the best chance of converting, you will also eliminate clicks from people who definitely aren’t going to take the action you want them to. Don’t get me wrong, we want lots of people to click through, but we want lots of the right people to click through.
So with these three key rules in mind, let’s have a look at the following ad for our very own Vertical Leap!
The head line of this ad is a great example of relevance. This ad was triggered for the keyword [pay per click agency], so straight off the bat we’ve let the user know that we can help them with their query!
So we’ve used the head line to let the user know we can do what they’re looking for, now we use the 1st description line to tell them why to use our services. Firstly we’ve told them we’ll quote a fixed price. We then go on to say that the company has been around since 2001. Two great points that should make us pretty attractive to anyone looking for PPC services.
Last, but not least, we have our CTA! We’ve made sure to tell the user exactly what they can do as soon as they land on the page. By indicating that the health check is free we’ve also covered that which was detailed in our first rule.
4. Ad extensions
Google offers loads of great features to really make your ad stand out. You should make sure to utilise as many of these as possible to make sure you’re grabbing the user’s attention every time. There are a lot of different extensions that you can use and not all of them will be relevant to every business type. There are a couple that everyone should be using, though, both of which are demonstrated nicely by the following car insurance ads:
On the top ad we can see a great example of Seller ratings. Seller ratings are a fairly new addition to the ad extension options. These ratings will appear providing you have at least 30 reviews within the last twelve months with a rating of at least 3.5 stars. Google pulls the reviews from a number of third party sites. The most commonly used are: Trust Pilot, Review Centre and Ciao.
We can also see that both ads are running site link extensions. Site link extensions are a great way to expand your ad and make sure you are covering as many offers and benefits of your service as possible. Each site link can have its own landing page and the performance of each link can be tracked in the site links tab in Adwords.
There is one last incredibly important step that should never be forgotten…
Make sure you don’t ever fall into the trap of thinking your ad copy is as good as it could be; you should always be testing new messaging and constantly optimising the CTR. When testing an ad, always make sure you only make one change at a time. If you change the entire ad you’ll never know which messaging has performed better (or worse). Just change one line at a time and keep a note of what works and what doesn’t for future reference.