One of the most important things to get right in your PPC ads is the copy.
Though you have more space since Google introduced expanded text ads, you still have to take great care to find the strongest words and compelling structure.
Still, that’s easier said than done.
To help you convert more searchers into buyers, we have put together four pro tips below.
Clarity is king
When searchers reach a results page, they’re usually greeted by an overwhelming number of options. Their eyes will wander across the screen and pick out the most relevant results.
If your ad doesn’t sell itself as one of these, prospects have no reason to click on it.
You have to use your best-performing keywords to provide users with the ideal match. Make it absolutely clear that your business has the solution for whatever their problem is.
Mention specific services or products too. Site extensions are a terrific way to do this today without taking up too much space, and take searchers to a page of interest directly.
Encourage searchers to take action
CTAs are an integral part of online copy. These show prospects what you want them to do and how they can progress to the next stage of the browsing experience.
In a PPC ad, an effective CTA will get your potential buyers to click through and visit your landing page. Hopefully, if said destination does a good enough job of selling your products and / or services, they will make a purchase.
Focus on strong, dynamic terms that inspire action. Some of the most powerful words to use in a CTA include ‘get’, ‘buy’, ‘try’ and ‘shop’.
Play a numbers game
Numbers catch searchers’ eye. These stand out from the countless letters around them and are easy to understand at a glance.
For example, consider adding prices, discount percentage figures and statistical data that enhances your company’s appeal.
Solid ideas may be stating ‘80 percent’ off, ‘100 percent guaranteed refund’ or ‘50,000 satisfied customers worldwide’.
These promise significant money off, no-quibble money back and proof of quality service worldwide respectively.
Try to sprinkle some numbers magic into your PPC ad copy to boost your chances of converting searchers into buyers.
Write through your customers’ eyes
Try to think like your customer when you write ad copy. Ask yourself the following questions:
- What do I want?
- Why do I need this specific product or service?
- What does this company offer that another doesn’t?
- Which keywords will grab my attention?
The better you can meet customers’ needs and expectations, the more likely they are to convert.
At Nett Solutions PPC, our Orange County digital marketing experts can create a bespoke PPC campaign for your business. We can help to boost your conversion rates and increase your visibility in an ever-competitive marketplace.
Want to know more? Just give us a call!