THE BLOG
11/25/2014 02:09 pm ET Updated Dec 06, 2017

8 Simple Ways to Improve Your Pay-Per-Click Advertising Ad Copy

If your business is running a pay-per-click campaign and experiencing low click-through rates and conversion rates your ad copy is likely the problem. PPC ads have limited space to work with, so you need to use the available character space wisely to create ad copy that attracts clicks and leads to conversions.

Transforming "OK" ad copy into "Amazing" ad copy will drastically increase your clicks, leading to more conversions and revenue for your business. Here are eight tips to help you improve your PPC ad copy.

1. Highlight Benefits as Selling Points

Highlighting specific benefits about your product or service that consumers view as important will attract a higher click-through rate, especially from consumers that are on the fence. Split-test multiple selling points and find out what ones deliver a better click-through rate and conversion rate. Don't be afraid to test them all -- you might uncover a selling point that really connects with your audience.

2. Eliminate Potential Objections in Your Ad Copy

Ad copy that includes "Guaranteed," "Top Rated," "Accredited," etc. can deliver an instant level of comfort. If a potential objection the consumer may have is eliminated right away because of the ad copy it will help increase the click-through rate. Because the objection is eliminated it will result in a high percentage of clicks turning into conversions.

3. Write Ad Titles That Command Attention

Your ad title is the first thing a potential website visitor will see. A title that commands attention is going to trigger a click, while a poor title will be overlooked. You could have an amazing product or service but potential customers will never know unless your ad jumps out and grabs their attention.

4. Use Special Characters

Many companies use trademark symbols (®, ©, ™) to legally protect their brand, but they are also a great addition to ad copy for pulling higher click-through rates. Ads that use these symbols really stand out and they will usually always have better click-through rates than ads without them. They also perform exceptionally well for mobile PPC ad copy. Note: only use these marks if you have filed the correct documents and actually own the mark.

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5. Eliminate Prices From Your Ad Copy

Many businesses will include prices in their ad copy. Some do it if they are having a sale, and some will include prices to avoid having their ads clicked on by consumers that can't afford what they are selling. This is not always a good move. Including prices allows competitors to take all of the traffic if their price is cheaper, even if just by a single dollar. This can kill your click-through rate and this pulls down your quality score as well.

6. Split-Test Multiple Ad Variations

To develop a successful pay-per-click campaign, you will need to test multiple ad titles and copy variations. By testing multiple variations of each component, you can eliminate poorly performing ads and concentrate on what works. Every target audience will respond differently, so you need to identify what works well for your audience. Pay-per-click advertising is not as simple as it might look, as it requires constant testing and optimizing to fine-tune the overall performance. Once you figure it out, PPC advertising produces extremely measurable results, which can be scaled to grow your business.

7. Write Ad Copy With Your Consumer in Mind

Many businesses write ad copy that resembles technical product or service descriptions. This doesn't grab attention and just reads as another advertisement. Create ad copy with your target consumer in mind and write it in a language they will understand and relate to.

8. Improve Your Offer

If you are still experiencing low click-through and conversion rates you will need to look at your offer. As mentioned above, testing different ads is important, and the same is true when it comes to your offer. Test multiple offers because sometimes the slightest change can result in a sudden increase in campaign performance. Both ends of the campaign, the ads and the offer, need to appeal to your target consumer.

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