As most, if not all, marketers know, successful paid search campaigns, are only possible by getting the right message to the right audience at the right time. So, where do you start when your campaigns are not successful? That depends… but for this article, we will start with delivering the right message to the right person.
The first step in getting the right message to the right person. Once in a while, you may hit it out of the ballpark on your first set of ads. But most of the time, you will have to continuously test your ads. If you have been doing a lot of A/B testing on your PPC ads and are still getting disappointing results, keeping some simple tips in mind can help raise your digital marketing conversion rate. The next time that you write a PPC ad, follow this checklist to ensure that you have hit all the right marks and watch your conversion rates soar.
Know Google’s Rules
The first thing that you need to make sure that you do is to follow Google’s PPC ads copy writing rules. You have wasted your time if your ad breaks their ever-changing rules.
Use Keywords
You should be incorporating a variety of keywords into your PPC advertising campaigns, including brand names, long-tail, broad-interest keywords, and location-based keywords. These categories are not inclusive, but be sure that you do not get caught in the trap of always using the same keyword, such as roofer, roofer near me, and licensed roofer. Instead, choose keywords that are as unique as possible like gutter repair, new roof installation, flashing installation, and chimney repair. Display ads copy writing needs to include the exact keyword because Google and others try to show relevant PPC ads on their pages, and you may pick up additional views.
Solve the Target Audience’s Problem
The fastest way to write digital advertising that converts is to show the viewer that you have an answer to a problem that they are facing. Make that your first line, and then spend the rest of your characters showing the viewer the benefits of working with your company.
Employ Believable Numbers and Statistics
While it is never a good idea to lie to your audience, using numbers and statistics to make your point is advantageous when doing PPC ads copy writing. Hotels often do this by stating their rate right at the first of their headlines, such as “$189 room rate available now.” Consumers already have an idea how much they want to spend, so being reasonable as opposed to “$0.50 rooms to rent” makes your ad more effective because if it is too low, then viewers will think you have a redneck trailer park.
Incorporate Emotional Triggers
Anxiety, sadness, and anger are the strongest emotions that you can invoke in viewers with your display ads copy writing. They are potent tools in your writing arsenal, but be careful that those emotions do not carry over to how your viewer sees your product.
Use Display URLs
Display URLs are an excellent way to work your keyword into your ad copy one more time. Each display ad needs a dedicated landing page. If you choose not to create one, your display URL and where clicking on it takes the viewer does not have to be the same. For example, if you are a hairdresser, the display URL might be www.beautyshop.com/pemanents, while the viewer is taken to a generic page about your shop.
Utilize Your Characters Wisely
Display ads copy writing requires some finagling because viewers may be seeing your ad on different size devices. Therefore, all of your carefully worded ad may not display. Increase your conversion rates by front-loading your copy. Be sure that your copy has two strong headlines and a robust descriptive line. That way, if the second descriptive line drops off for users with smaller devices, you have still delivered a powerful message.
Preemptively Answer Your Viewers Fears
Ask yourself what the biggest fears that your audience is going to have when buying your product. Quite often, it is price and usability. Use your PPC ads copy writing prowess to create an ad that overcomes those objections by addressing the answer in your ad.
Incorporate a Unique Call-to-Action
When the viewer sees your ad, they should instantly know what you want them to do, and the reward in it for them. Neomarketing research shows that keeping things as simple as possible improves conversion rates. Avoid technical jargon and big words so that anyone seeing your ad will understand what you want them to do next.
Create Continuity
Too often, as you try to be creative with your copywriting skills, you forget to look at the exact product being sold. Do a double-check that your brilliant ad and its landing page align with each other. You may even want to include a similar image or some of the same copy to assure viewers that they have landed in the right place.
Here is a digital advertising checklist that you can copy and fill out each time that you write a PPC ad. Did you:
___ Follow Google’s rules
___ Use keywords
___ Solve a problem
___ Employ numbers and statistics
___ Incorporate emotional triggers
___ Use display URLs
___ Utilize characters wisely
___ Answer fears
___ Provide a unique call-to-action
___ Create continuity
As always, DirectiveGroup is here to help build your business with everything from strategy to execution.
