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Writing PPC Ads That Convert.

Rogelio Rodriguez
Nov 19, 2015 8:00:00 AM

If You Build It They Might NOT Come.

It is just a plain fact of doing business today that everyone needs to promote their business with a website. So you go full-steam ahead and invest time and money creating what you think is a great website. You move forwards with dreams and visions that this website will attract large numbers of traffic that will in turn convert over to more sales and profit. But wait! What if this is not the case and you are not seeing a return on your advertising dollars because writing ppc ads for your  AdWords campaign is difficult?

Let’s face it; search engine marketing is not for wimps. The rules regarding AdWords are constantly changing. As leading AdWords expert Perry Marshall says, “Google is treacherous…it punishes uneducated-marketers and rewards smart ones.” Instead of throwing money away on ads that are ineffective, it is time to re-evaluate them and dig in to figure out what is preventing you from gaining results from your inbound PPC tactics.

Put Your Best Foot Forward

Yes, first impressions mean everything and this goes for having an effective ad. You only have a limited amount of lines and characters to get your initial message across and to pique interest over your competition from potential customers with Google AdWords:


Title Line: You have only 25 characters, including spaces to attract your potential customer

Description Lines: You get two lines with a maximum of 35 characters where you will provide your audience with information regarding your business and your sales promotions.

Display URL: This is where you will display your website’s address. You will want this to be relevant to your keywords.

Check out this video from google to learn the basics

Just What Are Your Competitors Up To?

Take a page from the competition and analyze what they are doing with their ads. There is no shame is doing this because those who are successful with are likely checking you out also. How are they performing in the rankings? Chances are if you are seeing ads that have been running for a long time; they must be working effectively for them. What keywords are they using?

Research is vital to finding out what keyword phrases are generating the most attention and results. This step will also provide you with insight into the search behaviors of your targeted market.

Use tools like SEM rush and SpyFu to keep a close eye on your competition. 

Write Interesting and Relevant Copy- (Think WWDD What Would Draper Do)

Customers need a reason to choose you over the competition. Give them what they want; interesting copy that is relevant to your selected keywords that gives them good reasons why they should do business with you. Do you offer free shipping or extra services such as 24-hour customer support? These are good compelling reasons to choose your ad over the many others available. Laslty, think "What would Don Draper Do? write or better yet the read about how David Ogilvy would develop copy(The inspiration for the fictional Draper). 

Develop a Great Call-to-Action

Your second chance to grab your customer after your headline is by closing your pitch with a great CTA that compels the customer to act. Never just use “click here” because they know they need to click, but instead give them a reason to go check out your ad at that moment. Be sure that your CTA reflects your ad and is not misleading because this will cost you customers and lower your Google Quality Score.

The Power of Numbers

Using numbers or symbols will draw more attention to your ad title than just plain words. This helps give you more characters to work with. However, you must be careful not to use numbers and symbols in a way that makes your copy look spammy. This strategy could backfire and chase potential customers away.

Take the confusion out of AdWords! Let the experts at Rizen Inbound get you on the right track with your AdWords campaign.

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