A few months back I put together a post on how to write click-generating titles for content without using click-baiting techniques, but with the launch of my new Pay Per Click (PPC) program, I thought it would be beneficial to offer some tips on how to write effective PPC ads as well.  Though my program teaches you how to track and evaluate the success of your PPC ads, having a good idea of how to write them to start with is essential.  As with headlines, you want to avoid click-baiting techniques, because while they may get you clicks, if your ads seems dishonest to your visitor, you will have paid for a click that is highly unlikely to lead to a conversion.  So with that in mind, here are a few tips that will help you start writing killer PPC ads.

1: Bigger Is Better

The old adage that ‘bigger is better’ isn’t always true, but when it comes to ad size in a PPC campaign, a bigger font size can get you a better click through rate (CTR).  Erin Sagin of Word Stream reports that a bigger ad can increase your CTR by as much as 30%.  So look into getting some ad extensions to increase your ad’s size and make sure that users can see your copy, because if they can’t see it, it doesn’t matter how good it is.

2: Use Your Keywords

If you are paying for certain keywords, obviously the people who are looking those keywords up are going to be interested in those terms.  If you pay for keywords, but don’t have any of them in your ad, users will be far less likely to click on your ad.  Make sure they know your ad is relevant and use the keywords you are paying for so that potential clients know that your product is relevant to their search.

 3: Tell Readers What They Will Gain

A lot of people are excited to share their product with readers, and that makes sense.  However, you aren’t selling a product; you are selling a benefit.  Your product will do something for clients.  Don’t tell them what the product is, tell them what they have to gain from it.  People who have warehouses full of mattress aren’t selling the mattress, they are selling a good night’s sleep. Pharmacies don’t sell aspirin, they sell headache relief.  Determine what benefit your product is offering and sell that.

4:  Use a Creative and Engaging ‘Call To Action’

Using an effective call to action (CTA) is one of the most important parts of writing effective copy.  Keep in mind that your potential clients have seen any number of CTAs in a given day, so don’t go with the clichéd ‘Act Now’, or ‘Buy Now’.  Instead, be creative and make your CTA unique to your product.  The best way to do this is to roll the benefits of your product into the call to action.  If your product is designed to teach someday to play guitar, make that your call to action: “Learn to play guitar!”  If it is designed to help entrepreneurs develop a business plan, try something like: “Start your own business now!”  Be sure to include at least one keyword in your CTA.

5: Promote Your Unique Features

Both Salam Aslam of Omnicore and Erin Sagin of Word Stream encourage online marketers to promote their unique features.  This is key to differentiating yourself from your competition.  If you have free shipping, make sure the people looking at your ad know.  If you have a money-back guarantee and your competitors don’t, make sure you mention that.  Do you have a secure payment feature that others don’t?  Promote it.  By listing these things, potential clients will be familiar with the features that makes your product unique.

6:  Know Your Competition

In order to promote your unique features, you first have to know what they are.  To do this, you need to research your competition.  The mistake that some people make is that they think they already know who their competition is.  The might think that they are competing with big box stores, or retail stores.  This might be true, but if you are bidding on keywords, look up those keywords and see what other ads are popping up.  Follow the links, check out the prices and features of your competitors, and then modify and refine your product and prices in order to place yourself ahead of competitors.

7:  Be Concise

This might sound like a simple statement, and an obvious one given that most PPC ads are shorter than Tweets, but there is a method to this.  With so few characters, you might ask how you can tell readers what they will gain, use keywords, and create a call to action.  To do this without going over your character limit, combine them all.  Convey the benefit your product offers through your CTA, and make sure that your keyword is in that CTA.  This way you are doing three things with one sentence.  For instance, perhaps you are selling a cook book and you are using the keyword ‘recipe’.  Try something like: “Make a great dinner with these recipes!”  Here you are using your keyword, offering a CTA, and telling the reader what the benefit is all at once.  In this way, you can be concise.

8: Follow your Stats

My PPC program gives users step-by-step instructions that shows them how to check the stats on their PPC ads and figure out which campaigns are working most effectively.  This is key to making sure that you can maximize your ads, increase your CTR, and make your ads are more cost effective.  Keeping track of these stats is the best way to maximize the profits and minimize your spending.  Don’t rely on a single ad either.  As Sam Mazaheri from AdStage reports, you should always create and test multiple ads so that you can figure out which ones work best.

9:  Consider Images

Images can often times be more eye-catching than words.  As PPC Hero reports, these ads can be extremely efficient, though they are not to be confused with image search ads.  If you are promoting a restaurant or fashion items, including an image of your meals of clothing articles might be helpful.

10:  Eliminate Customers

This one sounds like it is counterintuitive to generating business, but it can be helpful if you are selling a specific item, or a high ticket item.  Let’s say, for instance, that you are selling a program that costs $500.  This may be well out of the price range of many potential clients.  If there is a known demand in your niche for big ticket items, and you want to target buyers who are willing to spend that much, including the price will prevent people unwilling to spend that kind of money from clicking on your ad.  This will reduce your CTR, and will reduce the number of clicks you get, but it will also make sure you aren’t paying for clicks that aren’t making you any money.  This is also good if you have a niche item.  Though this method isn’t always the best approach, it is one you should consider.

Final Thoughts

Though including prices for big ticket items and including image aren’t best for all PPC ads, they are something you should be aware of when putting your campaign together.  That said, it is vital to include keywords, set yourself apart from your competitors, and have an effective CTA.  Without these items, it will be difficult to get a high CTR.  Likewise, you don’t want to rely on a single ad.  Try a couple of different combinations so that you can compare and contrast your campaigns and figure out what combination of CTAs and keywords work best.  Giving careful consideration to these approaches will give you an edge when it comes to writing an effective PC campaign.

If you found this article helpful and would like updates on my latest posts, be sure to follow me on Twitter @MikeBashi, on Facebook, or add me to your RSS feed, and if you want access to my PPC program, which teaches you how to get higher click-through rates, go here.


Internet Entrepreneur, Online Marketing Coach, Consultant