When it comes to digital marketing, sending the right messages at the right times is crucial. This applies to all aspects of your marketing strategy – especially Pay-Per-Click (PPC) advertising. While just about anybody can write PPC ad copy, it takes a bit of skill to create a compelling message that drives sales.
Let’s take a closer look at how to write ad copy that converts.
Be Clear and Specific in Your Message
When writing ad copy of all types, it’s important to ensure your messages are straightforward. In many cases, people only skim ads when they’re looking for something on Google. Therefore, you need to make sure it’s easy to tell what you’re offering and why it matters to searchers. This is not the time for lots of adjectives or flowery phrases – stick to the basic facts and get your message across.
Tailor Your Copy to Your Industry and Target Audience
Another tip? Ensure your copy fits your specific industry and target customers. Consumers will likely skip over ads that aren’t relevant to what they’re trying to accomplish. Instead, try to put yourself in their shoes and use keywords that match their search intent. The closer you can get to what they want to find on the web, the greater the chance your ads will catch their attention.
Be Specific with Numbers and Statistics
When it comes to Pay-Per-Click advertising, giving as much information as possible is crucial. This often includes using numbers and statistics, as people respond well to seeing figures. For example, if you’re a personal trainer offering a weekly training service, add the dollar amount for your lowest-priced package. Or, use your copy to promote your “100 percent customer satisfaction” or any other statistic that is honest and pertains to your business.
Use Social Proof
Consumers rely on the experiences of others to guide their purchase decisions. In fact, studies show that 92 percent of online shoppers read reviews before buying a product or signing up for a service. Therefore, customer testimonials and positive reviews can be a powerful asset for your PPC campaigns. Not only is this a great way to increase conversions, but it also helps you build extra trust among your audience.
Remember to Add a Call to Action
One of the most forgotten pieces of information in PPC ad copy is the call to action (CTA). How are customers supposed to know what to do next if you don’t tell them? Make sure to use strong words that provide clear direction. A few examples to use include:
- Discover
- Learn
- Act
- Call
- Contact
- Shop
By creating a clear sense of urgency, your audience will be more likely to click on your ad and convert.
The Bottom Line
Pay-Per-Click advertising is an integral part of any digital marketing strategy. However, to do it successfully, you need to create a strategic campaign supported by strong ad copy. By crafting high-quality messages, you can help drive traffic to your website and increase your business’s sales.
Are you ready to revamp your PPC advertising? Zero Gravity Marketing is here to help! Our PPC experts can assist with everything from ad copy creation to audience targeting, campaign strategy, and more. Contact us today to get started!
