Pay-per-click ad copy is an art form rendered in miniature. It’s a challenge to be so succinct in wording and yet to manage to capture a client’s unique value proposition, key selling point and the value to the customer. Although PPC ads can be powerful when you follow these simple steps for success.
1. Value: Why is your offer relevant and valuable to your audience?
How is it valuable to the audience in a broader sense. i.e. ”Reinvent yourself this new year with Reebok”
2. Offer – What exactly are you presenting to your audience?
What are you selling? Fewer calories, recycled plastic, 40% off on all now. How does the offer set itself apart from the competition? This is essential to consider in your PPC campaign. Your offer needs to be meaningful, valuable, targeted and specific to the audience’s needs.
3. Proposition – What are you asking your audience to do?
The simple action of asking people to do something can be all that’s needed to prompt the potential buyer. Although this is the other side of the coin for providing an offer. You can’t ask people to perform an action, without also providing a valuable and meaningful offer.
- i.e. call to action. ”Free Delivery This Week Only”
- ”Order now”
- ”Lowest price guaranteed – buy now!”
4. Speak directly to a pain point
- Nobody visiting your site? Call us
- Need a new body for summer? Call us
- Drowning in tax paperwork? Call us
- Gas bill hit the roof? Call us
5. Create a sense of urgency
A two for one deal on a massage or facial offer that ends in 24 hours will have more sticking power than a run-of-the-mill offer with no urgency attached to it. Limited time offers get results because they offer better value for money to customers.
6. Qualify your leads
It’s no good trying to sell car tyres to people with no cars, or conversely tampons to teenage boys or woman aged over 70. Ensure that your copy along with your Adwords campaign is reflecting the target audience you are seeking to capture, for that particular targeted campaign. This is also important so that you’re not making false promises with your PPC ad copy that isn’t being delivered on your campaign landing page/squeeze page. when you tweak your PPC copy to be better then you will find that the abandonment rate on the landing page (how many people click through and then click away without taking action) will decrease.
For example: Super cheap insurance for the students; Save on heating this winter in Sydney.
7. Gamble – be quirky, irreverant and different
A simple memory hack is that people remember weird and quirky over ordinary and run-of-the-mill when it comes to marketing. Try and marry quirky, witty and slightly off the wall elements into your PPC campaign and you will find that these work, so long as the reference isn’t too obscure for people to understand. When in doubt, get several other people to give their opinion.
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