As I have touched on in previous blog posts, Click Through Rate (CTR) is king in running a successful pay-per-click account. In order to maximize CTR you are going to want write appealing ad text. Unlike other forms of advertising you are allowed a lot of flexibility in copying and slightly adjusting the work done by others before you. I suggest taking advantage of this. If something catches your eye, it likely will catch others’ eyes as well. So do your research, modify what you like, and make it live copy.
In addition to looking at your competitors, I have encountered a couple of types of ad text that generally outperform traditional ad text. The first successful type of ad text is listing out why someone should click on your company’s ad. For the headline, feel free to write “why choose your company” and then list the reasons as 1. 2. and 3. For example:
Why Choose Custom Prints?
1.Free Shipping On Orders Over $25
2.Top Quality 3. Buy 1 get 1 Free
http://www.CustomPrints.com
The other extremely useful copy to have is that surrounding sales or special event. I would try to mention any specials within the ad text. Anytime you can mention a specific price or deal going on it will stand out more than stating your general commitment great pricing or top value or something similarly amorphous.
Here are a couple other things to keep in mind for PPC ad text:
1. Add a phone number to your ad. Since you are only getting charged per click think of your ad as a free billboard. Many users look at the web as an electronic phonebook, and adding your digits to your copy will get you calls without dropping a dime.
2. Take Advantage of Capitalization. Capitalize the First Letter of Each Important Word in Your Ad. I also advise capitalizing each separate word within your URL. Which creates a more powerful brand imprint: http://www.customprints.com or http://www.CustomPrints.com? Google will not let you capitalize entire words but make sure to take advantage of the current capitalization rules to make your ads stand out from those of your competitors.
