Netalot

One of the most important aspects of writing effective ads for your pay-per-click adverts is to remember why you are advertising. Write your ads with this main point in mind. It’s not always a given that you want to sell a product or drive traffic. It all depends on what you are hoping to achieve with your campaign.

If you are using your PPC ads to drive traffic through to your site then write copy for that. If you are wanting to sell a product, then make sure your ad is already encouraging that mind set in the potential customer who will be clicking on the ad. You want conversion in that instance rather than just visitors.

Writing your first ads will be quite scary. You will be searching around to see what other people have said in their ads. That is a good way to start. It will give you some ideas as to what other people are doing. But it could be a mistake to copy everything literally.

Here are some tips:

1) You don’t want your ads to blend into the advertising environment. As much as you will be able to see what seems to work, you do want to stand out a bit and be different. Make sure you write your own copy rather than following other advertisers.

2) Make use of seasonal events to create real time ads. Whether it’s Valentines, Spring Bank Holiday or Christmas day make use of these celebrated days by offering holiday specials. CTR and sales will be higher when you link to what’s going on right now.

3) Keywords are most important. Do not forget to include them. If you have a special on baby bibs don’t forget to mention the words baby bibs. Or if you are advertising accommodation to an event such as a World Cup then mention the event. It will catch the eye of the searcher and will show your keyword text in bold.

4) Local is your new target market. PPC ads allow you to target your ads according to general location. Make use of this. People respond very well to ads that tell them there is a provider in their area. At the least, even if you are not in their area, they will appreciate it that you are targeting their area. Search engines allow you to geo-target your PPC by State in the US. It will save you money and increase your click through rate.

5) Use capitalisation to help attract a higher CTR (click through rate). You do this by capitalising the first letter of each word in the URL. It is a proven method to dramatically increase your traffic.

6) Be careful when selecting your URL. Use a real and recognisable website address for the first part, however your ending can be different by showing a relevance to the product you are trying to sell.

It can be daunting to try your hand at writing advertising copy especially when you have such few words at your disposal. How do you compress all the benefits of your offer into so few characters? It’s not easy. Practice will help so try it out and keep on testing to see what works for you and your campaign.