There are so many things that contribute to a successful business, we know it can be overwhelming. So making sure that the work you put in is going to pay off, is vital to your company being a win. You’ve all heard the saying: “It’s the little things.” Well, that ain’t bad advice- even in business.
If you’ve made the decision to create a PPC campaign (highly recommended): DO IT RIGHT, we can’t stress that enough! It sounds like a no-brainer, but that’s because you don’t know, what you don’t know. So let us help you with a crucial part of your PPC ad- the copy. You must create an effective ad and it must be engaging, relevant, informative, and unique.
Ask yourself what the searcher is searching for. If you spend money on a PPC campaign but you don’t employ the proper keywords, what’s the point? Your budget will suffer due to wasteful clicks. Having banal or irrelevant copy will allow your potential client to keep on scrolling right passed you.
The PPC ad structure is simple: there are five components, each with their own requirements and guidelines. Let’s go over them…
The Headline
This should pop out to your client, it should be the first thing they see, so make it a good one. Use awesome (relevant) keywords that appear in search queries. You only get 25 characters here, so make ‘em count.
The Description Lines
This is where you bring it home. With 35 beautifully and strategically placed characters, you give your client the elevator pitch they’ve been waiting to hear all their life. Be to-the-point, showing how important you are to them, have a mighty CTA (Call to Action) that will close the deal. This is where you prove that you’re better than the rest.
The Display URL and Final URL
You get two separate URLs in your ad. One is display and one is final. The display is shown on the text ad, and serves as another source of relevancy. The final URL (not seen) will take your client to the next step in your relationship- a landing page- after they click on your ad.
That’s How It’s Done
So, that’s it. Of course there’s more that goes into a campaign that will pay off for you, but getting the basics down is of the utmost importance. Follow the steps above when putting together your ad and you’ll set yourself up for a successful campaign that drives those click-through rates and conversions.
If you need help with copy or advice on an existing PPC campaign, or would like to create a new one, it’s what we do, so give us a call.
