How to Write a Great Pay per Click Advert

There’s an art to writing a great pay per click advert.

Whether you’ve had little success with PPC before or are looking to use it for the first time, read through our guide to writing PPC adverts below for some useful advice.

• Relevant headlines are critical

If you’re targeting a number of different keywords/phrases via PPC advertising it pays to have unique adverts for each.

Using the keyword/phrase you want to be found for in your advert headline will help yours stand out; the reason is Google puts these relevant keywords in bold text.

Any relevant keywords and phrases within your advert text will also be highlighted and make your advert appear more relevant as a result.

• Use numbers in your advert text

In a sea of text, using numbers within your PPC adverts can help make them stand out. For example you may want to say you have 65 positive reviews or state the price of your product or service if you’re sure it’s competitive.

• Focus on your unique selling proposition (USP)

When you’re competing with other PPC adverts as well as the organic search results on the left hand side of the page, you need to tell people why they should choose your business.

Your company should already have a USP and the challenge is to get this across in your PPC advert character limit (preferably it should fit on one line).

• Include a call to action

A call to action is simply asking people what you want them to do. For a PPC advert this could be “browse our range now” if you were selling work wear online or “download instantly” if you were promoting an e-book.

• Don’t rely on guess work

One of the many features of Google Adwords allows you to write different PPC adverts for the same keywords. This allows you to gauge exactly how well or how poorly specific PPC adverts are performing in terms of click through rates (CTR) or conversions.

Once you’ve run all your adverts for a week or so you’ll have enough information to help you select the best performing adverts (just make sure you’ve selected the option to display your adverts evenly).

If you liked this article you may also want to read my top 10 PPC tips

This entry was posted on Wednesday, January 5th, 2011 at 8:00 am and is filed under Pay per Click. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.