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How to Write PPC Ad Copy: Four Ad Templates that Cause Clicks and Conversions

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Ad copy is one of the most important elements of a successful PPC campaign: successfully crafting and optimizing ad text will often make or break a paid search campaign.

But creating and testing PPC ad copy is difficult. You have to take several factors into account:

There are a number of ways to craft effective ad copy for paid search, and various means of setting up testing and tracking on the back end. One of the most important pieces to this puzzle, though, is creating a strong foundation.

Creating The Ad Copy: Four Types of Ads You Can Create for Any Vertical

Before you start to test ads and make adjustments, you have to have your first round of ad text crafted. Creating this first round of copy can be tricky. I like to start with a test element in mind. There are a lot of things you can test, but generally I find the headline gets you the most bang for your buck, so its probably a good place to start.

The most important part of any sort of creative is rolling your own and making sure that your techniques are the best for your specific offering, but here are four types of ads you can run in any vertical:

1. The Keyword Focused Headline

While cramming keywords in your ad copy doesnt affect your Quality Score nearly as much as your click-through rate (great video on Quality Score factors here), there are instances where using the query the searcher searched on will be compelling and will help boost your click-through rate:

Boston Web Design reveals a very specific layer of intent; this searcher may only be interested in dealing with a local design company, so just calling that out in your ad copy may be good enough for a click and a conversion.

2. Dynamic Keyword Insertion (DKI)

This is along the same lines, but can be a tricky one. Basically youre inserting the keyword that triggers a search in your ad text. Make sure you understand how to set up DKI and the various ramifications associated with utilizing it. Its easy to create awkward or even legally messy ads if dynamic keyword insertion is implemented improperly.

3. Like Getting Clicks? Ad Copy Q and A

One time-honored best practice in writing copy for everything from Emails to search adverts is that questions generate clicks. Theres a nice element of suspense; search is, after all, a sort of elaborate question and answer session. Why not ask the searcher something compelling? As with any marketing copy, getting at the searchers intent is key. Do they need design help? Do they want to build a better brand? Do they want to look more credible? Figure it out, then ask them!

The question in the middle might well attract those looking to upgrade to professional grade site designs, which might be just the type of customer we want to attract.

Wild Card Copy " Qualify and Speak to Pain Points

This forth variety can actually take many shapes and sizes. The general idea is to deviate from keyword cramming, questions, and DKI to try something new. While the Boston Web design searcher wanted something specific, maybe a search for best Web design is after something different (each modifier for a keyword reveals a different layer of intent).

Here are a few ideas for alternative ad text types:

The main idea is to take an idea or three and throw them into the testing mix. If youre monitoring your test closely, no single ad text variation will be able to cost anywhere near as much as the test itself helps you in the long run.

Beyond Writing the Copy

Its important to remember that there is a lot to consider after youve created your ad text. Set it and forget it is never a sound strategy in search marketing, and ad copy creation is no exception. Considerations such as:

Are just a few of the questions youll encounter as you attempt to optimize your PPC ad copy. The good news is that creating a few strong ad variations to test is a great start!

Tom Demers is the Senior Marketing Manager at WordStream Inc. WordStream offers keyword management solutions for SEO and PPC. Tom is a frequent contributor to the WordStream Keyword Management Blog.