As marketers, we know to add call-to-actions, value propositions, and keywords to our paid search ad copy. Data strongly suggests these techniques work, but there are even more ad writing tactics that may be flying under your radar.
If you’re an AdWords manager whose PPC-stardom is reliant on garnering quality leads for your clients, be sure to take a look at these essential ad copywriting tips before you build another campaign. (Words are powerful, friends.)
1. Answer Readers’ Questions (Mirror User Objectives)
Ads on the SERP aren’t meant to be entertaining (yet?)—they’re meant to provide users with insight and a tangible reason to click. So, ask yourself three main questions when considering how to earn that ad click:
- What would I search for if I wanted to [find a local porcupine hairdresser]? (example)
- How can I make my ad stand out against other ads for [porcupine haircuts]? (again, just an example)
- Will my target audience be likely to visit my [porcupine barber shop] website if I write copy this way? (once again, we in no way offer rodent hair styling services)
Certain phrases may be more enticing in your niche—you’ll find some common advertising language that sparks interest further down this post—so keep that in mind when choosing words. The goal is to attract high-value readers, not those people who have time to kill and a smartphone at their disposal.