- September 26, 2019
- Digital Marketing
How to Create Effective PPC Ad Copy for E-Commerce and Lead Generation
The average small to medium-sized business spends up to $10,000 a month on pay-per-click (PPC) advertising. This PPC concept was launched in the early 2000s and has drastically grown in popularity. One of the main reasons why this form of advertising is so popular is that it gets business owners results.
As with any other form of marketing and advertising, there is a learning curve business owners must get passed to achieve their goals. When trying to optimize your PPC campaigns, the main thing you should focus on is the ad copy. This is one of the most visible parts of your PPC campaigns, which is why investing more time and effort to ensure ad text is optimized is crucial.
The last thing you want to do is put out ad text that is either filled with errors or lacks originality. If the first thing a consumer sees from your brand is a less than stellar PPC ad, it can affect their perception of your business. Instead of fighting an uphill battle to win consumers back over after a bad PPC ad, you need to eliminate these mistakes altogether.
The following are some of the things you can do to create effective ad copy to help generate leads.
Make Your Point Immediately
Approaching the PPC ad copy writing process with the right mindset is crucial. Some entrepreneurs make the mistake of writing PPC ad copy like they do blogs or social media posts. While the same grammar rules apply to this type of writing, the style and tone are completely different.
You only have a few lines to make your pitch to consumers in a PPC ad. This is why you need to avoid padding the content with filler and get right to your point. If you are offering a sale on a particular item or have an exclusive coupon code for online users, let the reader know this immediately.
If you are trying to convey the fact that your products are cheaper than a competitor, put the word cheaper in the link text. Your main goal with this text should be catching the attention of a Google user and closing the deal immediately. While perfecting the PPC ad copy writing process will take time, it is definitely worth the effort invested.
Don’t Forget to Add Power Words to Your PPC Ad Copy
Getting consumers to react to a PPC ad is a lot harder than you may think. You need to realize that your ad isn’t the only show in town. Most people encounter hundreds of PPC ads on a weekly basis, which is why your main focus should be standing out from the crowd. In most marketing circles, there is talk of power words when developing this ad copy.
In essence, power words are meant to trigger emotion or pique the interest of a consumer. These words include sale, free, exclusive, affordable and best. While these words are small, they can be extremely powerful when developing PPC ad copy.
If you are stumped about the power words to use in your eCommerce ad copy, consider options like:
When trying to generate more leads, you need to use trust keywords like:
- Best Selling
Using these power words effectively can help you generate lots of traffic. However, you need to avoid using the same power words over and over in your copy. Finding new and equally effective words is easy when consulting with experienced marketing professionals.
Highlight the Benefits of Your Products
There are people who will not react to the urgency created by the power words mentioned above. Some people want to read the entire ad before they decide whether or not to click the link. Providing these consumers with emotional and informative content.
When developing the remainder of your PPC ad copy, you want to highlight the benefits of the product in question and not the features. Consumers want to know how your products can benefit them in their daily life, not what bells and whistles it has.
As you list these benefits, think about whether they address common pain points or help eliminate any concerns or fears a consumer may have. The more emotion you can put into your PPC ad copy, the easier you will find it to increase traffic to your online store or business website.
Effective Calls to Action are Key for eCommerce Success
The main mistake business owners make when developing PPC ad copy is ignoring the need for a call to action. While space in a PPC ad is limited, you always need this section to direct the reader to the next action you want them to take. An effective call to action can remove any uncertainty a consumer may have about what a business is offering.
You also need to work on creating a sense of urgency with your call to action. Phrases like “act now” or “limited supply” can make a consumer react. Ignoring the need for a call to action in your PPC ad copy will make it difficult to increase traffic and sales.
People who are looking for products want a call to action that directs them to the page for the item they want. Linking directly to a page where the consumer can order the item in question can help you increase sales substantially. Doing this takes all of the work out of buying products, which is what most consumers want.
Optimize Your URL
The URL of your website is one of the first things the reader of a PPC ad will notice. This is why optimizing the URL to feature one of your primary keywords is a must.
Simply leaving this link as unintelligible numbers and letters is a horrible idea. Viewing the URL as part of your ad is vital when trying to fully optimize it.
Seek Out Professional Help
If you are having trouble coming up with great eCommerce PPC ad copy, consulting with a marketing professional is a good idea. With this professional help, you can maximize the effectiveness of this copy.
Are you looking for a way to collaborate with professionals on your Google Ads campaign? If so, check out the tool created by the team at PPC Ad Editor. Click here to get early access to this program.
Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.