PPC advertising is most effective when ad copy is compelling and substantial.
AdWords have made mass communication easy and efficient for companies of any size, but the fruitfulness of PPC marketing is contingent on the strength of ad copy and the landing page.
Length
Copy needs to be exactly as long as is necessary. For the most part, Google AdWords allows the combined headline of an ad to be 60 characters long and the description is limited to 80 characters. Get the point across concisely, but don’t skimp out on valuable, relevant information just to keep copy brief.
When considering the justifications of length, stay mindful of product investment. If you are asking your readers or viewers for a relatively small investment, you probably don’t need to overwhelm them with information and lengthy content. If the investment for which you are asking is more significant, you might want to provide more insight, explanation and proven success.
Target Audience
You are always writing for your target audience. What does your target want to hear? What do they need to hear to better understand and buy the service or product? Engage with the audience in a way that shows how well you’ve researched their wants, their desires, their needs, and dreams. Can you appeal to them by involving periphery aspects of their lives?
Main Idea
You have a lot to share, there is no doubt about it. But never emphasize more than one main idea per ad. If there is more than one main idea, then make two ads; two instances for compelling copy. If you include anecdotal content in your copy, be entirely positive that it fits with the story without distracting the audience from what is important. One idea at a time will keep consumers focused and attentive to your pitch.
PPC Management
A professional team or consultant is often your best bet when it comes to effectively writing and sharing ad copy. PPC management ensures that your copy is presented effectively and in a manner that appeals to your target consumer.
Localize Ads
Make ads local, relevant and timely. Adding a timer and localized emphasis can significantly encourage viewers to click through and to purchase. Diversify based on region and take advantage of localizing capabilities.
Objective
Before sitting down to create engaging, compelling copy, identify your goal. Are you generating traffic to a new page? Harnessing new numbers for a newsletter? Generating sales? From here, approach your copy composition with the object as the axis of creation. Every line should cohesively tie the consumer back to your intention behind the copy and ultimately, to your ending call-to-action.
Benefit
Your copy is effectively promising some benefit to the consumer, right? Explain how this benefit directly impacts the lives of your consumers. Based on your research of their daily indulgences and long-term desires, how does this benefit enrich their lives? Be specific and compelling.
Less Fluff
Fluff is only necessary when falling, which will assume you are not when writing copy. Keep posts concise. Provide the relevant, necessary information. Explain why consumers need your goods or service. Why they need you. Why your product will change their lives and for the better.
Are you ready to invest in PPC management services? To better communicate with prospective consumers and clients? Reach out to our team at Rosy Strategies, a progressive marketing and PPC company in Miami. We will work with you to determine your strategy’s necessary points of evolution and get you set up to achieve your highest potential through online marketing.
