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We’ve previously discussed Quality Score, how it affects your PPC costs and ad placement, and what you can do to get it as high as possible. Now, we’re thrilled to share a super-special insider secret that few other internet marketing companies readily employ: skilled copywriting.

All companies enlist the help of dedicated folks to write ad copy, but few work with premier professionals who know how to create impactful ads that generate more clicks.

Allow us to show you what we mean:

1. Writing an Attractive Title. Everyone knows you need to include your keyword(s) in boldface type to aid visibility. You also mention your company name if you have a recognizable brand, but it’s most important to have an emotional title over anything else.

What’s the best way to go about this? You can enlist the help of the Advanced Marketing Institute’s headline analyzer, which opens your eyes to the emotional value of your headline. A score in the 0-30% range implies you’re likely a new writer and won’t get too much of a response to your ad’s title. Moving up the scale, a score from 30-40% is average for a professional copywriter, while the best copywriters score 50-70%.

Check out some title ideas for this very blog post and their respective scores:

An additional tip for writing effective headlines is to speak directly to a common customer problem. If you own a plumbing company, for example, you can say something like: “Need emergency plumbing repair?”

2. Including a USP and CTA in the description. A USP (unique selling proposition) sets you apart from other businesses out there that offer the same service(s) or product(s).

Returning to our plumbing company example, you might say something like: “We guarantee all repairs for 3 years and fix any issues for free” (knowing the industry average in this respect is 1-2 years).

A CTA (call-to-action) follows at the end. This tactic boosts responses, as people are more inclined to take action when you explicitly tell them to do so. That plumbing company could then say, “Call 555-555-5555 to receive your FREE estimate.”

So, now, if we put the entire description together, it looks something like this: “Repairs guaranteed for 3 years. Call 555-555-5555 to receive your FREE estimate.”

Rather than just squeezing the keyword in there, it’s easy to see how this approach can lead to additional click-throughs as you maximize your quality score: making it a key component of your digital marketing strategy!

 

 

 

 

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