The world of pay-per-click (PPC) advertising is a world dominated by numbers. PPC practitioners love statistics, charts and any data point that can tell them whether their best practices are just that.
While this type of data clearly falls under the heading of mission critical,it shouldn’t come at the expense of an affiliates’ really great ad copy. Of course creating this kind of eye-catching copy isn’t easy – that’s why Don Draper is always so cranky on Mad Men.
Fortunately, help is available for copy-confused PPC practitioners in the form of an SEJ Quick Guide on ad copy and a report from Google titled, Creative That Clicks.
Both publications are packed with useful tips and, yes, plenty of data points that show how good ad copy can transform PPC campaigns and beef up conversions. Here are a few tips from their pages.
Keywords
No matter how you slice it, keywords are the critical component of successful PPC campaigns. The Google report says:
People today expect consistency across their entire search experience, so the connections between keywords and creatives must be as seamless as possible.
This means that you’ll definitely want your keywords to appear in your advertising headlines in the same form that you think your potential customers will be using in their searches.
The big brains at Google say that simply following this one tip can increase clickthrough rates by a whopping 15%.
K.I.S.S.
Keep it simple, stupid (K.I.S.S.) is about as good a piece of advice for crafting ad copy as you’ll ever hear.
Google’s suggested course of action is pretty similar to what casino affiliates have been practicing for some time:
- Keep your CTA specific.
- Tie the CTA to a dedicated landing page.
- Have unique selling point.
- Max out the character limits in the headline field.
- Include your brand name.
- Capitalize Every Word In The Title. (That’s what’s called, title case.)
Make It Mobile
Google and SEJ both recommend creating a dedicated mobile component to your PPC ad campaigns if at least 20% of your traffic is coming from this direction. This means you’ll want specific CTA’s, landing pages and ad groups for mobile users.
Fortunately, going mobile isn’t all that difficult. In most cases you can swap out your desktop focused CTA’s for mobile ones using the find and replace feature.
What’s In It for Me?
Beefing up your PPC ad copy is a project that might take some time to implement but, if done correctly, it should be time well spent.
SEJ says implementing every tip in the Google report could boost your CTR by as much as 119%.
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