How to Write Converting Ad Copy to Boost the Return of Your PPC Campaigns -
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How to Write Converting Ad Copy to Boost the Return of Your PPC Campaigns

PPC CampaignsWhen running pay-per-click (PPC) campaigns, the ad copy serves as the filter that funnels visitors to your site. Since PPC advertisers pay “per click,” it’s important to ensure that you are attracting visitors that are most likely to convert. In order to help you fine-tune your campaigns and drive more relevant traffic to your site, we’ve created the following five tips to help you write converting ad copy:

  1. Use dynamic keyword insertion (DKI). For those who are unfamiliar with this term, DKI is essentially a code that can be placed in your PPC ads to have the user’s search query automatically populated in the ad copy. The purpose of DKI (if used correctly) is to make your ads more relevant to the user’s search query. While DKI can be a great tool, it should be used with care and should only be used in ad groups with highly targeted keywords.

    {KeyWord:Default Text}

    Tip: When using the DKI code, the “K” and the “W” should be capitalized. Doing so will capitalize the first letter of each word automatically populated in the ad copy.

  2. Incorporate your keywords. In order to increase the relevancy of ads, advertisers should incorporate their keywords into the ad copy as much as possible. Doing so helps to increase the click-through rate (the average number of click-throughs per 100 ad impressions, expressed as a percentage), improve the quality score, and lower the average cost-per-click.

    One technique often used by PPC advertisers is to incorporate the keywords in the display URL (website address). Since the search engines only require that the main domain in the display URL match the destination URL, advertisers can attempt to boost their quality score by incorporating their keywords in the display URL. For example, the display URL of an ad in an ad group promoting blue widgets may look something like this:

  3. Prequalify visitors. One of the best ways to control costs and increase conversion rates is to prequalify visitors in the ad copy. For example, a company selling high-end furniture may want to weed out visitors looking for low-cost sofas. In order to do so, they will want to create ads that set the expectation that their furniture is more high end. In this situation, the ad may look something like this:

    Luxury Leather Sofas
    Large Selection of Premium Sofas.
    Prices Starting at $2,500. Shop Now!

  4. Take visitors to the most relevant landing page. One common reason that PPC visitors don’t convert once they get to a site is because they can’t find what they’re looking for. The best way to minimize this problem is to take visitors to the most relevant page on your site. If I have an ad group focused on promoting “wooden baseball bats,” I would want my ads to take visitors directly to the “wooden baseball bat” page on my website.
  5. Test, test, and test again. Although you may think you know which ads will/won’t perform well, you may be surprised when you actually run a test. As a result, we recommend you always test new ad copy. Be sure to give your ads time to accrue impressions and clicks. Once you have a clear winner, pause the underperforming ads and create new ads to test against the previous winner.

What has worked for your PPC campaigns? We’d like to know.


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  1. I feel I need to write this reply in true ad copy:

    Headline: Creating ad text is tough
    Description 1: Writing and finding the right text
    Description line 2: will make almost anyone go insane!

    That’s all I got!

  2. Hi Mackenzie,
    Some nice tips. I tend to use DKI with caution, and instead try to manually incorporate keywords into ads as much as possible. It gives you full control over messages and encourages a granular ad group structure to help improve Quality Score.

    Agree that testing is essential to find the messages which work best for each set of keywords.


  3. Hi Alan,
    I agree that DKI should be used with caution. While it can be a great tool, incorrect use of the code can cause ads to look unprofessional and sloppy. Thanks for your feedback!


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