With search engine results pages directing an enormous amount of web traffic, paying to be one of the top results might seem like a surefire strategy to gain customers. Unfortunately, things are not quite that simple. Your copy still needs to be compelling, yet you must work within the limited space and guidelines that Google allows.
However, there are a few tips and tricks you can apply to help you create strong ads that convert. Here are four of the best.
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Once you or your PPC agency have identified the right keyword for your ad, you will obviously need to include it in your copy. However, it is also helpful to include some other words and phrases that people are likely to use along with it too. This will help capture customers who are looking for what you offer but call it by a different name or use a different search term that you haven’t thought of. The conversion rate optimization agency are expert at this.
2. Use keywords in your display URL
The website address that is displayed to customers in your ad does not have to be the same as the address of the webpage they will be taken to when they click on it. The domain has to be the same, but what appears after the forward slash can be anything as long as it does not exceed the character limits. This can be a good place to include keywords, and you can test several variations of display URLs to see which works best.
3. Keep it simple
It can be tempting to think that using lots of long words will make you and your brand seem more credible, but what actually happens is people just end up ignoring your ad. Not everybody likes sponsored search results to begin with and most people just scan them; they’re only going to be more inclined to scroll past if your ad reads like a puzzle that they need to decipher. Use simple language that’s easy to understand so that they can quickly digest what it is that you’re selling and how it benefits them.
4. Add a strong call-to-action
Be clear about what you want customers to do and put it in your headline rather than the description area. That way, it will be harder to ignore.
Conclusion
Searching for something already demonstrates strong intent to purchase, but the right PPC ad is necessary to get customers over the line and ensure that they come to you instead of your competitors.
