7 Effective PPC Ad Copy Tips to Boost Conversions

Writing effective PPC campaigns can be very impactful for higher click thro rates , which could result in higher conversions.

90 % of the ads on PPC dont have the copy effectiveness to get higher click thro rates thus affecting conversions.

Below are several pointers that will help you make your PPC ads more effective

1. Write Specific Ads for Specific Keywords

The ad copy should be specific to the query that the user has keyed into the search engine. I get high click thro rates when my title ad copy and the ad text contain the keyed term. Your visitors are more likely to convert to a sale, or sign up or any other conversion when they see queries they ve keyed into the search engine in your actual ad copy For example, for a term like “Napster music” an effective ad would look something like this:

Get Napster Music
Download Napster music , no download fee,
easy access
www.Napster.com

If you notice the word “Napster music” which was keyed in by the user appears in the ad on the title , copy and the url link. Try to avoid broader ads, as they are unfocused and generally tend to lead to fewer or no clicks and no conversions. Here’s an example of an ineffective broad ad:

Napster
Get Napster Music
Download Napster music , no download fee,
easy access
www.Napster.com

2. Cater Ad Copy to Different Buyer Needs

Different factors trigger different buyers, Price sensitivity works well if its highlighted in your ads. It will help reduce targeted or ineffective clicks from users. Try different ads for different buyer needs.

Example :
Get Napster Downloads
Download Napster music at $3 a month,
no per download fee, Easy access.
www.Napster.com

3. Use appropriate tone of voice based on your industry category and target audience

For example, if you’re selling ladies purses,  the tone of voice can be lighter and fun than if you’re trying to sell insurance to business executives. Take a look at the following examples:

Designer Ladies Leather purses’
Leather purses’ Amazing styles , great colours,
Choose your designer purse . Order today!
www.designerpurse/leather

Get Marine Insurance
Secure your assets, easy claim process
Get more info today.
www.marineinsurers.com

4. Analyze Paid Search Results

PPC will burn your money if you don’t analyze it daily. The key to a successful PPC campaign is to analyze the data and make changes accordingly. Lower and increasing bids based on data will impact your ROI (Return On Investment). Take a look at the following two ad examples from a company selling Music downloads online .

Note: The data in the two examples is identical except for CPC (Cost Per Click), CTR and ROI figures.

Ad A had a lower CTR resulting in a higher cost per click and a lower ROI. In the example, ad B is the clear winner with a higher CTR resulting in a lower CPC and ultimately a higher ROI (ad B converted 50% better than ad A).

Ad A
Clicks: 1000
CTR: 1.5
CPC: 0.75
Total cost: $750
Conversion rate: 5%
CPA (Cost Per Acquisition): $15

Ad B
Clicks: 1000
CTR: 3.5
CPC: 0.50
Total cost: $500
Conversion rate: 5%
CPA: $10

5. Carry Over Ad Copy Keywords to Landing Pages

Separate Landing pages are key to higher conversions. The keyword and text continuity between the search query and the ad copy and the text on the landing page helps the searcher feel that he or she has reached the right place based on his need ( the search keyword keyed in the search engine )

When ad copy and landing pages are related, conversion figures tend to be higher than when there is no such relationship. Design specific landing pages for specific keywords that you wish to target with your PPC ads.

6. Keep Testing Ad Copy

The key to successful PPC is to keep testing your ads and landing pages. pages I can’t emphasize enough how important it is to test. I like using A/B testing to get a feel for ad tone and overall impact of the landing page. I like to test at least 3 to 4 ads at a time per ad group. If you feel you’ve done enough A/B testing, look into multivariate testing. A cool gratis tool to use to multivariate test ad copy is http://www.adcomparator.com. With the tool, you can designate if you want to test 3, 5 or 7 ad elements. Try testing the following ad variables in your ad copy:

Ad headlines
Different offers
Different USPs (Unique Selling Propositions)
“Buy” words like try, get, etc.
Never stop testing PPC ad copy! I’ve seen tremendous growth in PPC accounts (over years) with continuous and consistent testing.

7. Create killer ad copy

Spend time to create killer PPC ad copy , this will go a long way to ensure better conversions for your ads. Check the ad copy that competitors are using. Identify a clear USP or benefit that you have for your product and ensure that your Ad copy clearly outlines the benefits.
Try to keep your ads short with a clear and focused proposition.