By Tatyana Levin, Staff Writer
January 13, 2015

They say that you only get one chance to make a good first impression. Not only does this rule apply when meeting people, it also applies to advertisements as well.

So when you only have a few characters to make an impression and to get someone to click on your ad, you need to make those characters count.

Without good, inviting ads, you will never be able to run a successful PPC campaign. If a person is unfamiliar with your brand, the words in your ad will be their only frame of reference. Those words will be the only way to entice someone to click on your ad.

According to WordStream, well written ad text can benefit your campaign by providing "improved click-through rate, better quality scores, and lower cost per action (CPA)." Combining all of these factors leads to a better, more efficient PPC campaign. 

So how do you write good ad copy?

There are a few important concepts to keep in mind: relevance, descriptiveness, and salesmanship.

Relevance

Relevance is extremely important for PPC campaigns in general. Not only does relevance help determine who sees your ads in the first place, it also contributes to determining who will actually click on your ad.

Writing relevant ads means keeping your keywords in mind. If your ad copy doesn't match your keywords, no one will see your ad, so your traffic won't increase and you won't be generating any leads through your campaign.

Mention your keyword in your text at least once. Each ad should be written with a specific keyword in mind. Don't just use the same copy while swapping keywords.

Make sure that your ad copy is relevant to the search terms being used. This means that your ads can get pretty specific but they should respond to what the potential customer is searching for.

Descriptiveness

Descriptiveness is the other side of the coin. While relevance is for the search engines, descriptiveness exists to help the searchers.

Your ad should describe your product. The concept may sound simple, but you might be tempted to try and aggrandize your product to portray it as more than it is. Don't. You won't be fooling anyone.

If your ad says one thing and your landing page says another, chances are this visitor won't turn into a lead. Not only did you waste their time, you also lost money. And don't think that search engines like Google wouldn't take click through rate into account. Practices like this will only stand to hurt you.

Be sure to use the same keywords that are in your ad on your landing page.

Salesmanship

Salesmanship is specifically for the viewers, not for the ad networks or search engines. This is the part of the process where your creativity and business acumen get to shine through. Admittedly, this is also the hardest part of writing copy.

This is when you make your product sound good and you make people want to click on your ad.

You want your ad to showcase the best features of your product. Your ad should be answering the questions "well why should I care about your site? And what can you offer me that others cannot?" But you must do this using minimal characters. Each network has different requirements, so simply practice pith before you start plugging letters into those description boxes.

In addition to illustrating why your product is great, you should also be telling viewers what their next step should be, using phrases like "click here" or "buy now!"

Another good tactic is to create a sense of urgency. By making your ad seem time sensitive, you give your viewers incentive to act quickly and click on your ad before time presumably runs out.

Never Stop Testing

Perhaps the most important principle of running a good PPC campaign is testing. You should be testing literally every element of your ad and keeping track of the results. From using characters in place of words to capitalizing your URL, everything can have an effect on the success of an ad. You might not even know how beneficial or detrimental something is until you try something else.

Eliminate anything that isn't working, and massage the ad until you have achieved your PPC goals.

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