Crafting Killer Ad Copy

Crafting Killer Ad Copy

The ultimate goal of any pay-per-click adverting campaign is to bring qualified visitors to your web site. When “driving more traffic” to your site, you’re looking for 3 things:

  • As much traffic volume as possible for as little expense as possible (high ad CTR and Low CPC)
  • The traffic to be as targeted as possible – yes folks, targeted ad copy actually filters clicks and qualifies your leads
  • A very low bounce rate from your landing page. Ideally, each unique visitor should be led on to conduct a specified action – click on the call to action, opt in for a mailing list, purchase a product, complete a form for lead generation

The content of your PPC ads can greatly impact all of these for better or worse. So it’s only natural that to improve your overall success, you can start by improving your ad copy to make your message more compelling.

When evaluating your ad copy, you need to think about why someone would want to visit your site, why they should do it right now and why they should look at your site rather than other sites that are similar to yours. In a text ad, you’ve got a limited amount of space to convince your potential customers of these things.  So, you need to set up a plan to test lots of different types of text ads.

Marketing 101 tells us to always mention the benefits rather than the features. Hold true to this and you are on the right path.  But what else can you do to make YOUR ad copy more powerful?

Use Psychological Triggers, here are some examples:

  • Sense of Urgency – “hurry, this is offer is valid for a today only”
  • Desire to Belong – “see why others buy from us”
  • Exclusivity – “be one of 50 owners”
  • Instant Gratification – “get results immediately”
  • Authority -  ”accredited by Heart Foundation”

Never forget the USP: Yep, that’s the unique selling proposition.

Use Discounts and Pricing: Try ad variations that mention discounts or specific pricing along with others that do not

Use Comparisons:  Directly compare yourself to competitors - why are you better?

Consider the searchers intention and adapt your ad copy to suit: Are they in

  • Surfing mode  (”lcd tvs”)
  • Review mode (”samsung lcd tv reviews”)
  • Buying mode (”cheap Samsung 40” lcd tvs” )

Winning Ad Copy is continual process of testing, refining, more testing and more refining. Lucky enough, the AdLux AdCentre  makes this process easy for you by allowing you to automatically rotate (and test) many ad variations in 3 ways:

  • Equally Rotated: Ad variations are displayed on an even basis
  • CTR Optimised: Displays the best performing ads on a CTR basis more frequently
  • Smart Rotation: Displays the best performing ads on a CPA basis more frequently (provided that the AdLux Conversion Tracking Code has been implemented on your web site)

If you need help figuring out how to optimise your ads, AdLux can help. Contact our team on 02 8061 2900