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How To: Creative Ad Copy

This week we’re going to talk a little about creative ad copy. It’s easy to get caught up in the numbers within any PPC ad platform on the internet, but ignoring your actual ad copy will severely harm your account over time. Think of it this way – all of the people you’re advertising to on the internet don’t see the back-end statistics. In fact, they’re not really concerned with that information at all. The real point of your advertising efforts is to create an ad that speaks to your audience, encouraging them to click and visit your website.

Your ad is your lifeline to your audience within the search results. Don’t waste your chance to connect with your audience by writing a boring ad. Here are some quick tips on creating interesting ads –

Think about what you’re advertising and how your audience may be feeling…

If you’re providing a service for people going through a divorce, it’s best to speak to their emotions. Divorce can be difficult, so consider writing an ad that validates those feelings and offers help.

Try switching things up with the use of numbers, questions, or bold statements…

Any time you can add something new or different to your ad text, you should. Again, remember to keep things appropriate for whatever product/service/company you’re advertising, but think creatively about how to make your ads look/read different from your competitors. Sometimes the addition of numbers can be useful if you offer, for example, 10-20 different models of a product. PLEASE NOTE: Don’t confuse this with adding your phone number in the text of your ad. Google has ad extension for this purpose, which we’ll cover next week.

Be sure to include some benefits and a call to action…

People need to know how your product or service will benefit them. It’s as simple as telling them and then asking them to take action. It’s important to include a call to action toward the end of your ad so that you provide some kind of direction for your audience to take. Don’t assume they’ll take action – ask them to.

Of course, these are just some quick tips to help you out as you begin to write ads. We’ll touch on creative ad copy more specifically in the weeks to come. Is there something specific you’d like to know about creating ad copy? Leave us a comment below. If you’d like to start a PPC advertising campaign but feel like you need help, contact us at 800-267-1704 to learn more about how we could help you manage your account.