Creating Successful PPC ads

Why do I need a successful PPC ad?

Creating a successful PPC ad is integral to the success of an overall marketing campaign.

Pay Per Click advertising is all about the first impression, if people like your ad they will click through – getting people to click is an entirely different matter, I will look at a few areas of PPC development ensuring the success of the PPC campaign.

If your PPC ad was promoting your estate agency, would it focus on the perfect condition, great prices and features of the properties that you have for sale or would it describe the unfashionable fireplaces and outdated furnishings? As with buying a house, first impressions of a pay per click ad are vital.

The purpose of a PPC ad is to catch the traffic at first impression; standing out from the crowd and providing an incentive as to why the reader should click through on your ad rather than your competitors. There must be a genuine reason for the reader to want to discover more about your proposition – utilise your products uniqueness!

A successful ad starts with a plan…

We strongly believe that to create a successful and compelling PPC ad, you need a campaign plan! A plan outlining exactly what you are promoting and aiming to achieve from your paid search advertising. For example do you want visitors to buy online or call you direct, and how much can you afford to spend to achieve this conversion.

Generating the campaign plan often starts by brainstorming competitors themes, USP’s and prices. This enables you to find the opportunity in the ad space. The same important factors of your own brand and website then need to be considered so you know exactly what will set your ad apart from the rivals and provide the visitor with an immediate benefit.

Choosing creative content that works…

Firstly, you shouldn’t just mimic what your competitors are doing! Although it is useful to determine exactly what style each of the competitors ads are written in, you need to create a unique style of your own which complements the proposition and sets you apart from your rivals.

The next stage of innovative ad creation is visualising the experience from a searchers point of view and choosing the right words to entice your target market to click on your ad. When writing the content focus on features that will cause your ad to stand out from the crowd and complete your ads with powerful call-to-action phrases. Searchers like to be told what to do, so tell them to ‘Buy Now’ or ‘Book Online Today!’ Also use credibility words that provide the searcher with peace of mind such as – “Guaranteed”, “Secure” and “Official”.

Another vital factor to consider is the relevance of your ad copy to your keywords. The top keyword within an adgroup should idealistically be present in the title of the ad to draw the user’s attention and display relevance to the search query.

Testing is fundamental!

It is often a challenge to get the message across in one ad when there is so much to incorporate in such a small space (25 character title and two lines of 35 characters for the description). You can however create as many ads as you like and experiment with them to see which ones are served the most and which ones generate the majority of clicks and sales.  Testing three or four different ads per ad group enables comparison of a variety of call-to-phrase actions and can determine which is most effective for your advertising goals.

For example, a promotion for 30% off may be more successful than an ad promoting BOGOF offers! Is an ad more successful with the price in or with the percentage saving in? You cannot just assume what a user would like to see in your ad text, so to create a successful and innovative ad you often need to test!

Alternatively you can leave all the hard work to us and rely on our wealth of experience when dealing with Pay Per Click advertising across a broad range of industries. Please feel free to contact us directly or speak to a member of the sales and marketing team about your marketing requirements on 0845 862 0416.

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