The Fundamentals of Creating an Effective PPC Ad

Are you featuring the right creative in your ads? The wrong creative and the wrong copy can make or break your business. Whether you’re creating a display ad or launching a PPC campaign, you need to put some thought into what will entice prospective consumers to click thru and find out more about you. We were recently inspired by a article featured in searchenginewatch.com article, “Killer PPC Ads: The Fundamentals”. Here are a few key fundamentals that can make all the difference in your ads and your business.

 

1. Compelling Copy: It is key that your ad is written in a way that the searcher will find appealing.
   
   
   
   
   1. Get to know your competitors’ ads and the messages they contain. Use this to develop a way to differentiate your ad from theirs.
   
   
   
   2. Next, make sure your message is consistent with your campaign goals as well as with your online campaign and advertising.
   
   
   
   3. To draw attention, the headline font should be slightly larger than that of the body.
   
   
   
   4. To entice the searcher, make sure the body copy includes any benefits or offers, as well as a call-to-action.
   
   
    
   
   
   


2. Formatting: There are many different ways that PPC ads can be formatted in the top and side ad positions and it is crucial to understand these differences so that you may choose the one that functions best with your ad.



3. Relevancy: The more relevant your ad is to the searcher’s query, the more likely searchers are to click on your ad. There are many ways to increase relevancy including:
   
   
   
   1. Customize the URL
   
   
   
   2. Add keywords
   
   
   
   3. Utilize dynamic keyword insertion
   
   
    
   
   
   

It is also imperative that the landing page is consistent with the ad’s message and what is promised.

 

4. Read the Editorial Guidelines: Making sure that your ad is in compliance with the guidelines is essential to ensuring a smooth campaign launch, as ad disapprovals will undoubtedly slow down the process. Some common mistakes to look out for when constructing your PPC ad are improper punctuation, mismatching display and destination URL’s, and the inclusion of unverified superlatives like “best” and “#1”.


 

Link to article: http://searchenginewatch.com/article/2065124/Killer-PPC-Ads-The-Fundamentals?wt.mc_ev=click&WT.tsrc=Email&utm_term=&utm_content=Killer%20PPC%20Ads%3A%20The%20Fundamentals&utm_campaign=08%2F08%2F12%20-%20SEW%20Daily&utm_source=Search%20Engine%20Watch%20Daily&utm_medium=Email