Compelling, targeted text ads are crucial to a high-performance PPC campaign. They’re often the first contact that a potential customer has with your site: they search for something related to your business, and your ad shows up in the results. Whether or not they click on your ad and get to your website depends on how powerful your message is and how relevant it is to what they want.
Since the PPC text ad is so often the “first touch,” it’s crucial that you get them right. Creating well-written Google ADs ads offers some very obvious benefits:
The most important things to keep in mind when writing ad text are making sure your ad is highly relevant:
The simplest possible version of a PPC text ad looks like this:
It consists of a headline, a display URL, and two lines of description. Each line of the ad has a limited character count; there’s an art to writing an eye-catching, compelling message that, ideally:
Google offers plenty of tools to make your ads more compelling. For example, you can use ad extensions to provide additional links for the user to click on, as well more information about your product. This additional info might include:
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Top-performing PPC advertisers are always testing and tweaking their ads to find the most compelling messaging for each keyword group, in order to maximize clicks and Quality Score and ultimately lower cost per action, which equates to higher ROI.
Your optimizations don’t have to be fancy, either. Even the basics like making sure your ad follows best practices and is in line with Google’s quality guidelines can be helpful; or reusing messaging that’s already working in your best-performing ads.
When your ad is more relevant to the searcher, your CTR improves, and high CTR is the single largest component of your Quality Scores. High Quality Scores lift your whole Google Ads account and are good for your business. Why? Because Quality Score works to improve your ad rankings while lowering your cost per click!
If you spend just a few minutes a week to improve the relevance and CTR of your ads – throw out your worst two ads and replace them with new text, or try out a new ad extension – you’ll be on your way to a better-performing PPC account.