Effective PPC Ad Copy Writing

by tasnim
10 replies
  • PPC/SEM
  • |
Dear Warriors
I would like to run a ppc campaign for my business. But problem is how to write a eye catching headline and rest of the words for a PPC Ad? Could you pls help me to do it effectively or suggest me the name of any senior warrior / professional / agency who can write effective Ad copy.

Thanks
#copy #effective #ppc #writing
  • Profile picture of the author Navyskater23
    Hey Tasnim,

    It's all depends on what your trying to market. My suggestion is typing keywords that your using into google, or bing, and seeing what your competitors are using.

    If you see something you like then chances are other people feel the same way.

    Just take that, and tweak it.

    Also test different copy as well.

    Hope this helps!
    Signature
    Like My Content? Let's Be Facebook Friends
    {{ DiscussionBoard.errors[9509298].message }}
  • Profile picture of the author arkinfotec
    Originally Posted by tasnim View Post

    Dear Warriors
    I would like to run a ppc campaign for my business. But problem is how to write a eye catching headline and rest of the words for a PPC Ad? Could you pls help me to do it effectively or suggest me the name of any senior warrior / professional / agency who can write effective Ad copy.

    Thanks
    Hey,

    Choose your targeted keyword in your title of your ad copy and analyze your competitors to do the rest..
    {{ DiscussionBoard.errors[9509508].message }}
  • Profile picture of the author toprankdigital
    Hi,

    A great way to create an eye catching headline is to use dynamic keyword insertion, this then replaces your headline with what the users has searched. To do this add {keyword: your keyword} to your headline. ensure that you include keywords in your adverts which will be relevant to users. these will appear highlighted. when a search types a search containing them. For a full list of copy writing guidelines use these here
    Signature

    CEO of Toprankdigital a leading Sheffield based PPC Management agency

    {{ DiscussionBoard.errors[9510490].message }}
  • Profile picture of the author parmeshwar
    Hire any agency they expert in PPC and you can search same on Google.
    {{ DiscussionBoard.errors[9515161].message }}
    • Profile picture of the author dburk
      Hi tasnim,

      Writing effective PPC ads is part art, and part science. There are formulas and best practices that you can follow, but sometimes, not following best practices can work even better. The trick is to gain insight into why certain things work or don't work. In marketing we call these marketing insights and they tend to be unique for each industry niche and change over time.

      Having said that there are some things that generally work well and are transferable to different markets. That is where science comes in, it is important to test every hypothesis, and retest to confirm the validity of your conclusions. Writing effective ads is about 20% creative and 80% science. I used to think it was 99% formulas and science, but have seen certain creative ideas that just blew away the traditional formulaic best practice approach, of course confirmed through testing and re-testing.

      So for my agency I have settled on an approach that works well for me that involves a collaborative process where a small team of writers research the market, identify important value propositions, exchange and compare notes, brainstorm creative ideas, then edit and reedit each others ideas until we have great candidates for testing. Next, we test everything in an environment that is designed from the ground up as a marketing experimentation platform. Creative, out-of-the box ideas are tested against best practice formulas, and we always let the results teach us what works for the market.

      We also do something that some agencies never bother to do, in addition to tracking CTRs and conversions, we also track Quality Scores over time to see how we compare to our competitors. PPC is a highly competitive marketing platform that requires a superior strategy and constant monitoring. You cannot get by on just decent work, it must be better than the competition or else they will likely crush you in the end.

      Here are some general guidelines and best practices for PPC ads.
      • Attention grabbing headlines.
        • Search/Response - include highly relevant keywords
        • Display/Branding ads need something unusual to catch the user's attention.
      • Include value propositions that resonate with your audience.
      • Include a compelling Call-To-Action
      • Try telling a story where possible
      • Use quantifiable data wherever you can.
      • Be as specific as possible, avoid general or ambiguous concepts.
      • Test multiple concepts as well as small variations of similar concepts
      • Never stop testing new ideas

      These are just the most basic fundamentals and can get you going on the right track. There are many details to learn on how to implement these fundamentals properly, so think of these as basic in nature and you can learn more intermediate and advanced concepts after you have begun to master the basics.
      {{ DiscussionBoard.errors[9516440].message }}
  • Profile picture of the author badboy_Nick
    Originally Posted by tasnim View Post

    Dear Warriors
    I would like to run a ppc campaign for my business. But problem is how to write a eye catching headline and rest of the words for a PPC Ad? Could you pls help me to do it effectively or suggest me the name of any senior warrior / professional / agency who can write effective Ad copy.

    Thanks
    The best way to create good ads for any keywords is really to look at what the competition is doing. Chances are they have already perfected their own ads in order to yield a very high CTR. So what I do is simply try and improve on their own ads by copying bits and pieces, rewriting them and add my own touch. This ensures I dont copy their ads like for like and makes mine unique enough.

    But this is much more effective than coming up with something completely new and "out the box", as the research has mostly already been done by existing ads already being shown for the keyword you also want to bid on

    Nick
    Signature
    Read my incredible story: www.affiliatechamp.co.uk
    {{ DiscussionBoard.errors[9516419].message }}
  • I don't agree with copying others as Nick suggest. You could use it as a guide and get some ideas but you need to be unique and differentiate yourself from others. What is it that people want from your product or service?

    Just because you see other ads, even the same ones over and over, it doesn't mean that it they are working well for them. They may just be lazy (setting it up and thinking it's good enough) or not know that it could work better for them. Judging by the ads I do see and clients I've helped, I say a little of both but mostly the latter. Not everyone has the ability or the tools to make sense of the numbers.

    dBurk said it. It's part art and part science. If you're up to it and learn and willing to analyze and gain insight from your ads, all the best and good luck. If not, hire someone. dBurk might be available and I know he's very knowledgeable. I am available as well.
    {{ DiscussionBoard.errors[9518415].message }}
  • Profile picture of the author Robbie Richards
    Effective PPC ad copy is a direct result of research and testing. However, there are some general guidelines:

    1) Expand research tools outside of GKT. Leverage Google Suggest, Related Search, Ubersuggest, Promediacorp Suggester, Soovle, Search Terms Report, SEMrush etc. Expand this list of KWs to find highly targeted long tail variations.

    2) Include target KWs in the title

    3) Use the AIDA structure: Attention, Interest, Desire, Action.
    Use the title to grab attention. Use the first description line to spur interest. Use second description line to communicate value and clear CTA.

    4) DO NOT copy competition. Simply focus on the incentives they are using to spur interest and desire in their ad copy. The key is to stand out.

    5) Include KWs in the copy of the landing page title, headings and body copy to boost quality score.

    6) Use AdWords search terms report to identify KWs users are entering to trigger your ads.
    Signature

    ---Learn How To Take Your Blog From Zero To 20,000 Pageviews In 62 days With My Actionable Online Marketing Strategies---

    {{ DiscussionBoard.errors[9522005].message }}
    • Originally Posted by dburk View Post

      Hi tasnim,

      Writing effective PPC ads is part art, and part science. There are formulas and best practices that you can follow, but sometimes, not following best practices can work even better. The trick is to gain insight into why certain things work or don't work. In marketing we call these marketing insights and they tend to be unique for each industry niche and change over time.

      Having said that there are some things that generally work well and are transferable to different markets. That is where science comes in, it is important to test every hypothesis, and retest to confirm the validity of your conclusions. Writing effective ads is about 20% creative and 80% science. I used to think it was 99% formulas and science, but have seen certain creative ideas that just blew away the traditional formulaic best practice approach, of course confirmed through testing and re-testing.

      So for my agency I have settled on an approach that works well for me that involves a collaborative process where a small team of writers research the market, identify important value propositions, exchange and compare notes, brainstorm creative ideas, then edit and reedit each others ideas until we have great candidates for testing. Next, we test everything in an environment that is designed from the ground up as a marketing experimentation platform. Creative, out-of-the box ideas are tested against best practice formulas, and we always let the results teach us what works for the market.

      We also do something that some agencies never bother to do, in addition to tracking CTRs and conversions, we also track Quality Scores over time to see how we compare to our competitors. PPC is a highly competitive marketing platform that requires a superior strategy and constant monitoring. You cannot get by on just decent work, it must be better than the competition or else they will likely crush you in the end.

      Here are some general guidelines and best practices for PPC ads.
      • Attention grabbing headlines.
        • Search/Response - include highly relevant keywords
        • Display/Branding ads need something unusual to catch the user's attention.
      • Include value propositions that resonate with your audience.
      • Include a compelling Call-To-Action
      • Try telling a story where possible
      • Use quantifiable data wherever you can.
      • Be as specific as possible, avoid general or ambiguous concepts.
      • Test multiple concepts as well as small variations of similar concepts
      • Never stop testing new ideas

      These are just the most basic fundamentals and can get you going on the right track. There are many details to learn on how to implement these fundamentals properly, so think of these as basic in nature and you can learn more intermediate and advanced concepts after you have begun to master the basics.
      Originally Posted by Robbie Richards View Post

      Effective PPC ad copy is a direct result of research and testing. However, there are some general guidelines:

      1) Expand research tools outside of GKT. Leverage Google Suggest, Related Search, Ubersuggest, Promediacorp Suggester, Soovle, Search Terms Report, SEMrush etc. Expand this list of KWs to find highly targeted long tail variations.

      2) Include target KWs in the title

      3) Use the AIDA structure: Attention, Interest, Desire, Action.
      Use the title to grab attention. Use the first description line to spur interest. Use second description line to communicate value and clear CTA.

      4) DO NOT copy competition. Simply focus on the incentives they are using to spur interest and desire in their ad copy. The key is to stand out.

      5) Include KWs in the copy of the landing page title, headings and body copy to boost quality score.

      6) Use AdWords search terms report to identify KWs users are entering to trigger your ads.
      Thanks for sharing your knowledge I help me a lot in improving my copy writing for my PPC adds.
      {{ DiscussionBoard.errors[9522529].message }}

Trending Topics