Home Pay Per Click Marketing 7 Effective PPC Ad Copy Tips to Boost Conversions

7 Effective PPC Ad Copy Tips to Boost Conversions

by amol238

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

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:

Get Napster Music
Download Napster music , no download fee,
easy access

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.

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!

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

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.

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Health Directory September 18, 2008 - 8:18 pm

These are greatt tips, I ve recently started PPC with Google to get more traffic for my site. I am hoping your recommendations will help me get better conversions.

Sport betting champs September 19, 2008 - 6:37 pm

Very nice post. I absolutely agree about the testing part. In my opinion, testing different PPC ads and how they convert is the best way to make lots of money.

Laura September 19, 2008 - 8:32 pm

Great job, these tips are always a good tool to refer to.

free web directory September 20, 2008 - 11:43 am

But some times it may lead to Under performance…

See Using PPC is good we can get Good traffic and alexa ranking will increase but at the same time ..We are under threat because u need to use ppc regularly which leads to loosing money …Once if ur rank is not constant then U wont get good results …in search engine

ZK September 21, 2008 - 10:56 am

Hi Health Directory : This will help you to better your present conversion rates.

Hi Sports Betting Champs: If you a running a PPC , you must spend sometime to test your ad results. It will help you better your ROI

Hi Laura : Good to know you liked them :), feel free to share the results of your PPC activities if you have implemented these for your sites.

Hi Free Web Directory : You will need to spend money wisely on your ads, thats why its essential to do a split testing to know which ads works best

Online Dividends September 22, 2008 - 9:03 am

Nice tips. I haven’t really tried PPC campaigns in google because I am not selling a particular product. What types of products are you selling ( if it’s not a secret)

Online Dividendss last blog post..Distribution

ZK September 22, 2008 - 3:03 pm

Hi Online Dividends : PPC marketing is the only tool available to you to get traffic on your site in less than 10 min. I recommend you to try it for your site or product, its not difficult to implement it. I am an affiliate marketer, I sell other people’s products online. I sell ebooks and subscription based programs.

Andrew Green October 2, 2008 - 10:03 pm

Very quality tips …

I really appreciate ur efforts

Hope 2 see more

Mayank@ World Travel Guide October 21, 2008 - 2:44 am

Thanks for these incredible tips

David Ascot December 5, 2008 - 8:22 am

I was just thinking about 7 Effective PPC Ad Copy Tips to Boost Conversions and you’ve really helped out. Thanks!

David Ascots last blog post..7 Step Game Plan For Boosting Your Online Sales In A Slower Economy

ZK December 5, 2008 - 9:52 pm

Hi David : I am glad you liked the post 🙂

YachtCharter Griechenland January 8, 2009 - 2:42 am

That’s great, I never thought about 7 Effective PPC Ad Copy Tips to Boost Conversions like that before.

Leather Purses January 22, 2009 - 11:04 am

I see.. Well, thank you 🙂 Gonna try and implement these new methods right away!

Leather Pursess last blog post..TR 5 Camel Full Grain Leather Handbag

Prosoccer May 1, 2009 - 6:34 am

I absolutely agree about the testing part.
Very nice post

Prosoccers last blog post..Soccer predictions tip – try to predict the result

Click July 9, 2009 - 8:22 pm

Great tips on pay per click marketing Nice share, thanks!

Rapid Application Development July 28, 2009 - 5:11 am

Thanks for sharing these good and nice Effective of PPC Ad Copy Tips to Boost Conversions.It is a great think about it. keep it up….
.-= Rapid Application Development´s last blog ..Hello world! =-.

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