Writing text ads for your PPC campaign can be quite a challenge if you are unfamiliar with how it is done. Ad copy is the first thing a potential customer will see, so it is important to make a good first impression.
Here is a list of six tips to help you create great text ads for your PPC campaign.
1) Know Your Audience – Before you start to write your text ads, it is important to know your target audience. This will help you understand what tone and language you should use to write your text ads.
2) Know Your Goals – What do you want your potential customers to do when they land on your website? Before you start to write your ads, you should sit down with your team and figure this out. This will help you when you’re writing a call-to-action in your text ads.
3) Know What Your Audience Searches For – Conducting keyword research and having a strategy laid our is crucial to writing your ads. Using the Google AdWords Keyword Planner create a keyword/landing page strategy similar to what is seen below:
Remember that the relevance of an ad is determined by its relevance to the search query the user enters.
Time to write your ads:
When writing text ads it is important to note that you have a limited number of text to work with so you must make each line count. We will break down what each line should contain and the set number of characters in each line.
4) First Line (25 Character Limit) – To start writing your text adsyou should follow a simple three-step formula. The first would be to ask yourself, is your ad relevant to what the searcher is looking for? This should be the first line when writing your text ad because you are going to want to be relevant to the searchers query. Also you should make sure that when the user gets to your website, the user can easily find what your ad promises. Linking to a page that provides relevant information about your ad or creating a landing page can help you accomplish this. If we were writing a text ad for a local dog boarding service, the first line of our text ad would look something like this: Dog Boarding in Austin TX.
5) Second Line (35 Character Limit) – In the second line of your ad it is important to explain to the searchers the value of clicking on your ad. Going back to our dog boarding example, the second line of your ad might look something like this: Loving, Trusted, and Affordable.
Bonus tip: It is important to provide transparency to the user when they land on the page. For example, you should clearly define what your business does and share information about your business, honor what your ad promises, etc.)
6) Third Line (35 Character Limit) – Create a call to action to let the users know what they need to do after they click on your ad. Again, going back to our example the call to action could be something like this: Contact Us To Book Your Reservation!