As the world becomes more and more digitalized, online marketing is gaining momentum as business stakeholders are willing to invest a great deal in online advertisements. One mode of this type of advertising is Pay per click or PPC ads, which are meant to increase traffic to websites, and the advertiser has to pay for every single click.
Writing effective pay per click ads is an art on its own. The basic idea behind writing the advertisement is that it should be written in such a way that it is eye catching for any internet user. Another important thing is that it should stand out from other ads appearing in the search.
Usually the user clicks only one ad in search engine results. Therefore, it is very crucial that your ad is the centre of attraction! Here are 3 important ways through which you can write effective Pay Per Click ads:
Create a screaming headline:
Anyone who reads newspapers would know that unless the headline is attention seeking enough, you will not read the particular news column! In the same way, your ad has to shout among others to get the attention among users. To create an effective headline, you should stick to certain keywords that will appear in an optimized search engine result, and you can put them in capital letters to better grasp the attention.
Through an effective headline, your ad will get the message across to the target audience. The title or headline can be up to 25 characters; so do not exceed this limit. Remember not to use any slang, offensive language or grammatically incorrect word in the title since they create a bad impression.
Stick to the point in the text:
You will have to write the description of the product or service that you are advertising within 2 to 3 lines. The description should be interesting enough because a boring one will only put off potential customers. Keep in mind that your description should matche the title; use specific keywords and bold them out.
Be creative and try to differ from other ads. Mention any incentive or offer that will catch the eye of the people. It could be something like ‘free shipping’, ‘get a 20% discount’ or ‘official store’. The description should of course be free from spelling and grammatical errors.
Link users directly to relevant site:
The last line of an ad is supposed to mention the URL of the webpage you are referring to. Make sure that the URL is relevant to the advertisement, and takes them directly to the product or service they are looking for.
If the site is confusing and users have to search a lot for what they are looking for, then it is likely that they will leave midway. Therefore, the landing site should be relevant to the user’s search, and visitors should be able to easily find out where to contact, purchase or book anything, etc.