Those little text ads that show up in your search results look deceptively simple. But success of your paid PPC search campaign is riding on a few well-chosen words. Take time to make sure you choose every word carefully for maximum effectiveness, while keeping your message aligned with your overall integrated marketing mix.
Here are a few helpful tips to keep in mind when writing your next search campaign, as detailed by Mona Elesseily in Web Digest for Marketers.
Write Ads Around Specific Keywords
Tailor your ad copy around the specific keywords used in your paid search campaign. Prospects are more likely to convert to a sale, subscribe or otherwise act when they see the same terms used in your ad copy that they’ve entered in the search engine.
Write Copy for a Specific Industry Audience
You can’t be all things to all people, so don’t try it in a search ad. Focus on a specific audience and write in a tone that’s appropriate for them. For example, ads about children’s toys should sound more fun and playful than ads aimed at IT executives.
Consider the Purchasing Cycle
Many products and services have long buying cycles that can include several stages. At the beginning of the process, your prospects may be searching for third-party product reviews and general information. Toward the end of the cycle when the purchase decisionis about to be made, people may be looking for more specific on the product, warranty claims, return policies, or where to purchase.
Use Keywords In Landing Pages
Whenever possible, use the same keywords from your ad copy on the corresponding landing pages (the web page where people go after clicking on your ad). Continuity between the search terms, the text in the ad, and the language used on your landing page will help reassure prospects that they are in the right place. If necessary, design a dedicated landing page for your PPC ads.
Keep Testing Your Ad Copy
The more you test your messages, the more effective your ads will be. Use A/B testing to compare one message against another and get a better feel for the tone that works with your market. In addition to A/B testing, you could experiment with multiple variables including: headlines, offers, different unique selling propositions, and calls to action.