Creating compelling ad text is one of the most important aspects of any PPC campaign, without good text you’re not making the most out of your money.
The ad text should meet two main goals, getting searchers to click and then to convert. Your ad text is your chance to tell customers about your product or service and why it’s better than the competition.
Here are a few tips on how to best optimize your ad copy
Analyse the competition
This should be the first step in developing your ad text. Get a list together of the top 10 players in your industry.
Look at what their ads say, what they say about their product or service, what they don’t say, what are their main calls to action, and most importantly, is there anything you can say that differentiates you from the competition?
Be clear and concise.
Your ad text acts as your business shop window. You must communicate your product or service clearly.
The ad your customer sees should relate to the keyphrase they searched for e.g if someone searches for “leather boots” they should see “leather boots” in your ad headline.
It’s also good practice to include the main keyphrase in the copy and the headline.
This draws the searches eyes to your ad and increases the chance of a click and conversion.
Use the research you conducted to help you stand out from the rest. Explain the unique qualities of your service or product, e.g., “Free Delivery,”” 24 Hour Customer Service,” “Free Trail,” “50% off RRP,” etc…
Dynamic keyword insertion
A great tool which can improve your ad’s CTR, quality score and conversions. In essences dynamic keyword insertion makes your ad more relevant to the searcher by adding the keyword or keyphrase they searched for in the ad headline. ]
E.g if “female leather boots” is searched for then the ad headline would say “female leather boots” the user’s eyes are instantly drawn to the ad text.
The standard format for keyword insertion is {keyword: default text}. You can also add capitalisation to your dynamically inserted keywords as follows:
- {keyword: default text} – no capitalisation
- {Keyword: default text} – capitalisation on the 1st letter of the 1st word
- {KeyWord: default text} – capitalisation on the 1st letter of every word
- {KEYword: default text} – all letters of the 1st word are capitalised
- {KEYWord: default text} – all letters of the 1st word are capitalised and 1st letter of every other word
- {KEYWORD: default text} – all letters of all words are capitalised
Keyword insertion doesn’t always work and should be monitored closely, it tends to work best with tightly packed keyword groups and branded terms. If done incorrectly your ad will be totally irrelevant to the searcher, always read your ad with the different keywords in the copy to make sure it makes sense.
Test & test some more
Testing different ad text is a necessity to improving CTR, quality score and conversion rates. Don’t test too many ad text at one time, testing about 3 is fine. Set your campaign ad delivery to rotate rather than optimise so every ad is shown evenly. Although CTR is a good indication of a well performing ad you should also look at the conversion rates, selecting the ad which gives you both high CTR and conversion rates.
