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With Pay Per Click advertising, the jist is that you are bidding against others for your position in a search engine. As we emphasised in our article on Quality Score however, it's not just money that counts. As well as achieving a good position on Google, it's also important to think about writing ad copy that will get people clicking. The BasicsThe first port of call is to look at what your competitors are writing. The best ones are straight to the point and use the exact words searchers have used, not plurals or synonyms. Within your Ad Group, see which keyword phrases gain the most impressions as these should be included in your Ad Headline and main copy. An added advantage of this is that Google bolds words that match between what has been searched and what has been displayed, highlighting an advert further. When writing your copy, try to include a Unique Selling Point. If you don't think you have much more to offer than the competition under a specific keyword phrase, perhaps consider investing your budget in phrases that you feel your strengths are better suited. Whatever you do, don't forget to proof read and spell-check your ad copy! Don't waste precious spaceIt's very common to see ads with text that simply isn't needed. For example, having a location in ad copy is pointless. Instead, you should create different Ad Groups that focus on different geographic areas you are targeting. Putting phone numbers in ads is a contentious issue. The idea is that it could save the advertiser money if a searcher decides to call (without clicking), but the reality is most people prefer to research a company further before making an enquiry. Meanwhile, as an advertiser, you have used space which could have been used for more copy. Get people clickingAs searchers give adverts a quick scan of the various ads, it's important there is something that grabs their attention. Prices and special offers are worth putting in because the searcher can evaluate if the product is right for them without needing to click (and therefore spending your money). You can also qualify a searcher by using words such as 'buy' or 'order online.' By avoiding phrases such as 'search for,' this again reduces the amount of timewasters clicking on your ads. And don't forget...You may have created the perfect ad, but your work isn't yet done! Creating a related landing page is very important as otherwise, no sooner than you've said "back button," the user will be looking at their search results again. Have you mentioned special offers? Ensure these are backed up on the landing page too.
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