Regarding PPC (pay-per-click) search ad campaigns, the advertisement with the higher click-through rate (CTR) will receive more clicks, get cheaper bids, and earn more money in the long run.
That is, of course, with everything else being equal.
Yet, how do you write your advertisement copy in a way that entices users to click on your ads?
Well, listed below are a few tips.
Let's take a look.
Include a Keyword in Your Ad Title
Placing keywords in your ad title causes them to display as bolded text, which results in increased attention for your ad.
Moreover, sometimes, the keyword exactly matches the title.
With this in mind, the keyword is often too long to include in your title.
Hence, if your keyword is "New York Coupons," you might use "NY Coupons" and then use the remaining space to enhance your title.
That is to say, only "coupons" will be bolded, which is likely sufficient.
Mirror Your Competitors
You should carefully review and study your competitor's advertisements.
What's working for them?
Why are their ads effective?
Considering this, if all your competitors use just one ad style, it likely makes sense to employ and then split-test that style.
Headline Strategies That Are Proven Effective
A few time-tested PPC search ad styles work well in most markets.
Thus, you can test one of the following proven formulas if you have trouble developing ideas.
Shocking or Controversial Statements
Shocking or controversial headlines capture attention, which results in clicks.
For example, "Is AI Coming for Your Job?" might be a high click-through headline for AI-related keywords.
New Discoveries or Facts
Headlines that indicate intriguing facts or discoveries often work well.
For example, the "negative carb" diet was effective because of its "burn more calories than you eat" types of headlines.
"Read Before You Buy" Headlines
The "Read This Before You Buy [X]" headline works well when bidding on specific product names.
And, regardless of how you feel about it, the "Is [X] a Scam?" headline is also effective.
The Strong Benefit Statement
Finally, there's the tried and true benefit statement headline.
Namely, this type of headline is where you definitively tell prospects what they'll get by using your product.
Again, it's been around for a while, but it's popular because it works.
The Call to Action
Your CTR (click-through rate) is dictated by how well you motivate people to take action.
In other words, you should test your CTA until you perfect it.
With this in mind, Google Ads doesn't allow advertisers to use the words "click here" in their ads.
However, you can use words like "visit now" or "see inside."
Specifically, adding one of these calls to action at the end of your ad can increase your CTR significantly.
Additionally, achieving a high CTR can help you get more clicks, a better Quality Score, and a better ROI.
In Conclusion
In summary, implementing the above tips can help increase your overall CTR and enhance the performance of your PPC advertising campaigns.
Again, remembering to test and refine all components of your advertising campaign will yield superior results over the long term.
Hope this helps,
Erik
We implement creative, results-based digital and hybrid marketing strategies for local business clients.
You can visit our home page and view our service plan options by clicking the button below.
