Pay-per-click (PPC) advertising has become a digital marketing standard as it allows businesses to directly target their audiences. However, the success of a PPC advertising campaign relies on the ads ability to capture a potential customer’s attention 130-characters or less. This makes the first impression and the ad copy crucial to earning conversions.

To help you earn more conversions, we organized 5 crucial tips for successful ad copies.

Tip #1: Write to Alleviate Pain

More often than not, people conduct searches because they want to know more about a topic or find a solution to an issue. When your ad copy resonates with their pain, they are more inspired to click on your ad and convert.

Before writing the ad copy, you’ll need a thorough understanding of who is viewing your ads and why. This will help you identify the pain points that visitors want alleviated.

Take the time to create a list of qualities and benefits about the product or service that you’re offering. For example, if your site is selling designer shoes with express delivery, you’ll want to have the quality of the shoes and the delivery offer present in your copies.

Keep in mind that these qualities and benefits should be present on the landing page, as well as the ad copy.

Tip #2: Leverage the Serial Position Effect

Most major search engines will give users enough room for a headline, display URL, two lines for descriptions, and the optional sitelinks for PPC ads. This format takes advantage of the Serial Position Effect, where readers recall more words from the beginning (primacy) and the end (regency) of a list.[1]

In an ad copy, this makes the headline and last few words in the second description most important to its success. To take full advantage of the Serial Position Effect, experiment with the ad’s headline copy and call-to-action in the second description line.

Tip #3: Beware of Dynamic Keyword Insertion

PPC platforms like Google Adwords allows marketers to use dynamic keyword insertions to build relevant ads from a single keywords list. When a customer uses one of the keywords in your list, AdWords automatically inserts the keyword into the triggered ad. However, dynamic keyword insertion should be used with caution.

In industries where PPC is highly competitive, it can be difficult to stick out from the many other ads being displayed. PPC becomes exceptionally difficult when there are many other ads using dynamic keyword insertions, burying yours in the process.

Tip #4: Be Consistent with Keywords

Earlier, we mentioned that keywords used within the ad copy should be present on the landing page. The advantage of consistency in your use keywords is it ensures that your ad copies deliver on their promise. When a visitor clicks on your ad, the landing page should match your advertisement.

In addition to securing conversions, being consistent with your keywords will help build your ad’s relevance score. Strong relevance scores will help your ads lower their cost-per-click (CPC) and earn a higher placement in the search rankings.

Tip #5: Beware of Click-Through-Rate

When evaluating the effectiveness of your PPC ads, it can be tempting to favor ad copies with high Click-Through-Rates (CTR). While a high CTR is ideal, it doesn’t offer a comprehensive picture of your ad’s performance.

The accuracy of your CTR is dependent on the size of its impressions. The greater the number of impressions, the greater the opportunities your ad copies have had to gain clicks. Also, a high CTR doesn’t necessarily lead to a high conversion rate. Choosing ads based on CTR alone could result in campaigns that earn clicks but fail to convert them, leading to higher costs per-conversion.

The key to a great ad copy that earns conversions is experimentation. Writing a great ad copy rarely happens on the first try. Utilize our 5 tips as your guide to increase your likelihood of conversions.

With nearly 10-years of experience in developing successful digital strategies, Strongpages has generated significant results for clients across major industries. Strongpages offers professional pay-per-click (PPC) advertising and content development services that drive conversions and generates new business.

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[1] “Serial Position Effect and Rehearsal”. Indiana University at Bloomington.