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The importance of good copy in your ppc ads





It is vital to your ppc (pay per click) adverts that you have good copy. Well written copy in your adverts can increase your CTR (click through rate) and your sales by a huge amount.

It is a well known fact that relevance increases sales, also the search engines like Google will repay your attention to detail by increasing what is called 'quality score' which in turn decreases the cost of each click. Thus it pays to ensure that your adverts are relevant to the goods or services that you provide.

Basically, adword copy can be broken down into two parts. The first part is your headline, which must be bold and eye catching, but also very relevant to what you are selling. A carefully thought out headline can really encourage visitors to click on your advert and visit your site, so be clever and inventive here.

The second part is the body of your advert. You only have so much space so you need to convey as much useful and specific information as you can here. Keep it relevant, it must contain information about what your are selling. There is no point writing about crystal glasses if you don't sell them, all you will do is annoy visitors when they reach your landing page or website and discover that you do not sell crystal glasses. Also, you will have paid for clicks which will amount to nothing, so a waste of money too.

Consideration needs to go into the copy for your landing pages as well. This copy also needs to be very relevant and convey further information plus the all important link to the main site to make the purchase. Careful use of text and pictures or diagrams will encourage visitors to click through to the main site. Always, always make it easy for visitors to navigate and buy from you. Good copy writing skills are something that not everyone has, so if you feel that yours are not up to scratch, do employ a professional copy writer to do it

for you. Better to pay someone who knows what they are doing and get a really well written and worthwhile advert, than hashing something together that is dull as dishwater and not correct.

Good grammar and punctuation is important even in this day and age of text speak and sloppy use of language, it all goes down to attention to detail and there are still people who understand and appreciate attention to detail.

Never forget that your advert is your introduction to new customers and if you do not make a good impression, you will not get an increase in sales. Think about the impression you wish to convey before commencing. The overall quality of your advert and landing page can make or break your whole campaign, so you do need to plan the whole operation to the nth degree. Don't be too technical or wordy; use plain language that is interesting but also easy to understand. Change your copy from time to time and if something is not working, stop it and try something else.

Split Testing

It will pay dividends in the long run to change and change about both the text of the adverts and the landing pages, this process being called 'Split Testing' and is a service offered by the better PPC agencies.


About Author Graham Baylis :

Graham Baylis works for a business called Serendipity Online Marketing, whose sole aim is to help businesses use the power that the Internet offers and he spends a lot of time explaining to people just how to do it, sometimes not even charging for the wealth of information he provides. This article is one of his many offerings and tries to help people understand just how Google thinks, see more at <a href="http://www.serendipity-online-marketing.co.uk" target="_blank">http://www.serendipity-online-marketing.co.uk</a>


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Article Added on Saturday, July 3, 2010
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