In part one of our PPC campaign series, you learned about Quality Score, how it affects your PPC costs, where your ad gets placed, and what to do to get it as high as possible.
Now in this part, we’re going to share a super-special insider secret with you that few other internet marketing companies use: skilled copywriting.
All companies have someone write the ad copy, but few work with professionals who know how to create ads that generate more clicks.
Let us show you what we mean:
1. Writing an Attractive Title – Everyone knows you need to get the keyword in – it gets placed in bold, which makes it easy to notice. Besides that though, you put your company name in if you have a recognizable brand name, but you really want to have an emotional title more so than anything else.
How do you write one? The Advanced Marketing Institute has a headline analyzer that tells you how much emotional value your headline has. If your score falls in the 0-30% range, that means you’re a new writer in most cases, and you won’t get too much response in your ad’s title. 30-40% is average for a professional copywriter, while the best copywriters score 50-70%.
Check out some title ideas for this blog post and their scores, for example:
An additional tip for writing effective headlines is to speak directly to a common customer problem you experience. If you run a plumbing company, for example, say something like, “Need an Emergency Plumbing Repair?”
2. Add a USP and CTA in the description. A “USP” is a “unique selling proposition” – it’s what makes you different from all the other businesses out there offering the same service or product.
Going back to the plumbing company example, you might say something like, “We guarantee all repairs for 3 years and fix them for free” (when you know the industry average is 1-2 years.).
Then, a CTA, or call-to-action should come at the end. People take action more frequently when you tell them to, so CTAs always boost response.
That plumbing company could then say,”Call 555-555-5555 for a FREE estimate.”
So, now, if we put the whole description together, it looks like this:
“Repairs guaranteed for 3 years. Call 555-555-5555 for a FREE estimate.”
Do you understand how that would lead to more click-throughs, as opposed to just getting the keyword in there and maximizing your quality score?
Well, that concludes our 2-part series on PPC – it works well when you combine these two elements.
Here’s to your success in 2014!