Your PPC Ad Copy

Depending on your product or service bracket, you may have thousands or even millions of competitors, all vying for the attention of each and every customer surfing the web for your product. 

What makes a consumer choose your website over the competition?  Your ad copy.  Your ppc ad copy can generate clicks, or generate yawns.  Can a small business go toe to toe with a worldwide, billion dollar competitor on the Internet? 

The answer is yes!  With a solid ppc campaign coupled with compelling, unique ad copy, your business can attract just as many or more customers as the big dogs in your field.

Your Title

Every word of your ppc ad title should be written on purpose.  Keep it short, make it powerful and of course, keep it relevant.

Your Ad Copy

A good place to start when writing your ppc ad copy is with your competitor's ppc ads.  Read what they promise, take note of the tome of the ads, then go with another angle.  You never want to copy your competition.

You need to study what they are doing, then do your own thing.  If you find a word or two that you like, keep them, but write an ad that expresses what your company is about, not what your competitor says their company is about. 

Tell the reader why your product is better.  Charm them with whit, dazzle them with an unbelievable teaser or simply sell your product in a few sentences.  

Avoid using words that require a dictionary.  Your sales tone should be similar to a professional conversation between you and your client.  Don't try to impress  visitors with eloquent, important-sounding words.  If they don't understand your sales copy, they're not going to click.

Put your keywords in your ad copy.  Don't stuff the keywords in so many times that your sentences don't make sense, just keep them in mind while you are writing and let them fall into the text naturally.

Be precise

Vagueness about your product, service or business is never a wise decision.  If a person scanning your ad becomes confused by what is actually offered, they may click to your website only to become disappointed by what they find there and leave without purchasing anything, decreasing your ROI.

Consider capitalizing on your business' best features to draw attention to your ad.  If you get compliments on your quick, no-hassle return policy or your friendly service, say so in your ad copy.

Don't let your ad copy fade into the background!  You have a chance to sell your company in just a few short sentences, take advantage of the opportunity! 

Why work hard to get great ppc placement only to fill the spot with mediocre ad copy that reads just like the four others surrounding your ad?  If you can't write something unique, consider hiring a professional copy writer to do the work for you.  It will be money well spent if it brings in sales.