For performance-based pay-per-click ad networks like Google AdWords, writing good ad copy is integral to your advertising campaigns success. On a performance-based ad network, a well written ads means a higher click-through rate which means that you will pay less per click and will gain a higher ad position. Now that you know how important your ad copy is to your PPC campaign's success, I will show you how to write good ad copy.
Adhere to the Benefits/Features Model
The Benefits/Features model is a very safe and reliable choice when is comes to generating effective ad copy. This model is quite self-explanatory. In it you state to the searcher both a benefit and a feature of the product or service that you are promoting. Some potential benefits could include a sale, free shipping, or large selection etc. Features are the features of the particular product or service that you are promoting like colors, sizes, or quality etc. Traditionally, ads that focus on benefits generally out-perform those focused on features.
Call to Action
You must also include a clear and motivating call to action. An example of a call to action is the phrase Shop Now!, or Buy Today!.
Ad copy also depends upon the nature of the product or service that you are promoting:
- If you are promoting a product or service for a reason that is time sensitive, for instance to attract buyers, to promote a limited-time offer or drive traffic, it requires more aggressive ad copy that denotes a sense of urgency. An exclamation point works well in this case.
- If your goal is to simply get people to visit your site or join a mailing list or download something, your ad should be less aggressive and more informative. You should give searchers a reason to visit your site like free download or hundreds of free articles.
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