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Choosing Text for PPC Ads

by Manitee
6 replies
  • PPC/SEM
    • |
Hey guys,

We are using Adwords for our CPC campaign, but we aren't sure what to write as far the text goes for the ads. What do you recommend - is it worth hiring somebody? Or am i better off just reading an article?
#ads #choosing #ppc #text
  • Profile picture of the author svetod
    There are a couple of things that you have to think about when you write the ad. In general the ad should say the exact thing that is going to be seen on your landing page - try to fit what exactly you sell in the few symbols that are allowed and use the full capacity.

    In the ad text you have to have as many keywords as possible. It has to attract, and also call for action - words like "buy" etc are also good. Put keywords in the ad title as well as in the display url. Hope that helps

    Good luck

    Svetlin
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    • Profile picture of the author dburk
      Hi Manitee,

      What you write in your ad text is very important to success in AdWords campaigns. It is important to realize that you are not only competing for ad space based on your Max CPC bid, but you are also competing based on the effectiveness of your ads. AdWords uses Quality scores and ad formats along with your bids to determine ad rank. Your ad text must be compelling and extremely relevant or your will have to pay much higher click costs than your competitors.


      Here's a link that explains in detail what needs to be in your ad text:
      https://support.google.com/adwords/answer/1704392

      Make sure that you use tightly focused keyword lists in your ad groups so you can write ads that are very specific to every keyword in the group. That means you will need lots of ad groups with short keyword lists and multiple ads written specifically for the keywords within each ad group. That usually means you will need to craft a lot of ads, typically 3 or 4 ads for every 5 to 10 keywords.

      That can be a daunting task for a new advertiser so hiring an expert ad writer may be the right thing for some people. If you choose to do it yourself, make sure you take the time to do it right because it will cost you a great deal if it is not done right.

      Also, bear in mind that your ads pay a crucial role in testing various selling points. You need to craft an ad that focuses on a single selling point. Craft multiple ads for each ad group, each focused on a different selling point. This allows you to gain valuable insights into which selling points work best for each market segment you are targeting. Without proper written ads you will miss those valuable insights.
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    • Profile picture of the author DigitalSuccessAgency
      Originally Posted by svetod View Post

      There are a couple of things that you have to think about when you write the ad. In general the ad should say the exact thing that is going to be seen on your landing page - try to fit what exactly you sell in the few symbols that are allowed and use the full capacity.

      In the ad text you have to have as many keywords as possible. It has to attract, and also call for action - words like "buy" etc are also good. Put keywords in the ad title as well as in the display url. Hope that helps

      Good luck

      Svetlin
      I totally agree with Svetod. Make sure whatever you're mentioning in your ads, it should be clearly visible to the visitor. Visitor wouldn't care to search the offering if it would be located on some other page to confirm it. They would just exit.

      Apart from that try to make use of numbers in your ads. They get attention more easily than a pure alphabetical-format ad. Things like "Save 20%", "10+ years of experience" etc. did make a lot of difference on ads CTR in my campaigns. (Well it wasn't the only factor though. This is one of the techniques to improve performance of ads)
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  • Profile picture of the author optimize
    Maintee,

    as dburk said, start with tightly themed ad groups. I wouldn't go crazy and build out a huge campaign with lots of different ads for each ad group and different landing pages as (i) it will make you go crazy to monitor and (ii) you will need a very high testing budget to see whats actually working. As if you have two ads that broadly match the ad (with keyword in the ad though..sometimes even stuffed) it will give you data of whats working and what isn't. From there you go into the search query report and will find keywords that are hitting directly on the nail of things .

    Check out this article about ads, just came out last week


    Hope this helps a bit

    Thanks
    Jan
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  • Profile picture of the author MarkKelly
    Google allows you to advertise on two types of network. Google search network and Google display network. So, you have the options to run your campaign to one of this network.
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  • Profile picture of the author AlexSuwarna
    Hi,

    Tips to keep in mind as you create your ads:

    Create @ Least Two Ads Per Campaign
    Highlight What Makes You Unique
    Include Prices, Promotions & Exclusives Offers
    Include @ Least One of Your Keywords
    Match Ad to Landing Page
    A/B Testing of Ads Copy & Landing Pages
    Appeal to User on Mobile
    Use Call to Action Phases like call now, limited offer etc.
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