Perfect PPC Advert


How to Write a PPC Advert

As we have mentioned in a previous article PPC campaigns have a number of different components. The two biggest cogs in a PPC Advert are the advert copy and the landing page. To find out more about how to create the perfect landing page check out our previous article here. In this article, we will talk through the advert itself and how to write the perfect advert.

If you need a quick top up lesson on what PPC is read our Pay Per Click page here. But for those of you already clued up please read on ahead.

Technical Terms

Before we get into what makes up a great PPC advert, we need to cover some of the technical terms. These are the terms that might pop up when you’re using tools such as Adwords.

  • Impressions – This is simply when a user has hovered over the advert. Effectively showing how many users have seen your advert.
  • Click-Through – The click-through rate shows the number of times a user clicked on an advert. This gives a pretty good indication of how engaging an advert is.
  • CPC – CPC or Cost Per Click is the price at which an advertiser is paying per click. This costs can vary from search term to search term but shows how competitive keywords and search terms may be.
  • Keywords – Keywords are used to position adverts with search terms.

Now that we’ve covered that we can go through and start planning out a PPC Advert.

The Adverts Heading

The adverts heading is typically the largest and most dominant part of the advert. Every part of an advert is important, but this is more so. The heading needs to cover a few basics, which I’ve listed below:

  • To the Point – This content should not have a lot of fluff around it. Space is limited so adverts need to be direct and to the point.
  • Emotionally Engaging – The easiest way to hook users is to engage with their emotions. Find out who they are, what they want and why its important to them.
  • Keywords – This is more for ranking adverts higher without having to spend more per click. By using the Keyword in the heading an advert is more likely to be position closer to the top of that search term. This is because the advert is more relevant to the search. Find out what the target market is searching through tools such as keyword planner and adapt adverts around the information gathered.
  • Call to Action – Being assertive with the adverts heading can be the final push to have a user view your content. Be it a simple action like “call now” or “Get Your Free Trial”, having this can make a difference in the number of clicks.

Body Content

The copy for the body can be a bit longer, but it is also less likely to actually be read if the heading content isn’t engaging. Following similar guidelines as the advert heading, the content needs to meet those exact points. The content for the body does not need to be as to the point, with this area more characters can be used, giving the chance to explain the advert a bit more.

With more characters allowed it gives more opportunity for the users to get hooked on the advert. The keywords the advert is hoping to position higher for should also be in the body. This gives even more certainty of the relevancy of the advert. And just to add the extra bit of engagement, adding a call to action at the end will increase the CTR.

Advert URL

Just a quick side note for those who don’t actually know what URL stands for, Uniformed Resource Locator. This is the area underneath the header and just above the body content. This might not seem super important, as users typically click on the header rather than the URL. However, it adds another layer of relevancy, an advert promoting tyers with the URL will subconsciously be less trusted by the user than if the URL ended with /tyers. Having an optimised URL doesn’t just increase trust between users and advertisers, it also improves the trust between the advertisers and Adwords. Keywords featuring in URLs and in the landing page themselves adds another layer of trust between the advertisers and Adwords.

Ad Extensions

For a complete guide to Ad Extensions, I would recommend checking out this article, It runs through every type of advert extension. As I am not going to explain the advert extensions, I thought I would recommend why they are great and what they can do to improve adverts. Advert Extensions can add different elements to an advert, from a phone call to action to an extension showing the number of reviews a user might have had.

These extensions add more page presence to an advert, making it more obvious and in turn making it more engaging. They can also add an extra layer of trust with the advert, improving the chance of the advert being clicked. I would recommend all possible and relevant extensions, there is a lot to gain and very little to lose from having them.

PPC advert example
PPC advert example

My Final Recommendations

To finish this article I thought I would give one more piece of advice for creating a great PPC advert. That advice is to test, test and test again. Adwords allows unlimited changes to an advert and gives great information to gauge the success of an advert. If the CTR isn’t very high, or the impressions are dropping, change the advert to and test those results.

The last round up of my recommendations are to give the users what they want, make the advert interesting and to the point, and last off make it relevant, there is no point wasting money on nothing clicks.

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