Creating Effective Ad Descriptions


Keywords and PPC programs are just the first step of your PPC campaign. Once you have the keywords that you created, you have to start putting them to work, and creating PPC ads is one way to do that. Creating a PPC ad is not usually too difficult. Each search engine or PPC company does it in different ways, but most have tutorials that walk you quickly through the ad process.

Building an ad and building a great ad are not the same thing. Anyone can write an ad. And in some instances, that ad will work just fine for whatever purpose it was created. But if you really want to get the most from your PPC program, you should be adept at creating effective ad descriptions that will instantly catch potential visitors and draw them to come to your site. It may seem like an easy task, but in truth it is quite difficult.

Relevancy is the name of the game when it comes to copywriting for paid listings, not only for your prospective customers, but increasingly to meet the stringent needs of the search engines themselves.

Including your keyword in the title and description of your listing can increase your click-through rate and relevant listings are not only rewarded with more clicks from consumers but also with a higher position on SERPs.

Hereunder are some guidelines for writing effective ad copy:

1. Use your keywords -Having your keywords in your ad can increase the effectiveness of those ads.

2. Qualify your traffic- the most prominent purpose of your ad is to appeal to your target consumers, while signaling to anyone else that your business would not be a perfect fit for their differing needs.

3. Point out your features and benefits – in your ad description, include at least one feature and benefit for the product or services that you are advertising with the PPC program.

4. Making use of a call to action – including a call to action will augment your conversion rates.

5. Stand unique – writing effective ads that stand out from others will give you a better chance of having an effective PPC program.