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Google Adwords PPC Campaigns - How To Write The Best Ads

by Andrew Redfern @ 29th June 2009 9:00 am

SEO ConversionsKeyword Report

We are all looking for the best ROI we can get from our PPC, but are we all aware of truly how important the ad copy is in our campaign? The header is the very first thing a users see’s, it’s your one second window in which to attract the eye and call a user to action by clicking through to your site.
1) Landing Page
As simple as it sounds, the larger a campaign gets the easier it is for this to get overlooked. The ad must land on a relevant landing page. If your advertising a 50% bed sale, make sure the landing page is the sale area. User’s want to see the deal in one click, don’t make them navigate. Ideally show the product, the price and have a clear call to action such as “buy now”.
2) Including phone numbers.
This is industry specific; if you are an emergency plumber then your number is a good idea. It means users can contact you easily, plus from a business point of view you don’t have to pay if they call but don’t click.  Many feel that the inclusion of a number will help a business as it provides a certain level of reassurance for customers, who can deal with a web company, person-to-person should they require. This can be very difficult to track sales though if users don’t follow a set goal- funnel.
3) The Message

Your header is your shop window. It needs to be as punchy and relevant as possible.
“Last minutes Deals” is not as good as “Amazon Cruise, £399 pp”, the more you shout about your product or service the better. But most crucially of all provide the user with the next step: “Click here to find out more!”,“Buy now here”.

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