A Google AdWords or other PPC account does little good if your ad copy is not generating clicks. The following are three tips on writing ads that attract attention and clicks.
1. Make sure the text in your ad contains your keywords.
Your ads should be closely related to your products and services anyway, but it is important to always include a few of your target keywords within the ad copy. This helps your ad’s quality score, which is what Google uses to determine how much to charge per click and your ad rank.
Including your keywords in the content also helps customers notice your ad over the others because it will have the words they used in their search query bolded. See the following example:
2. Point out what makes you unique.
It is important to think about how you can make your ad stand out among the competition. What makes your product or service unique from the others? Maybe you provide a custom service, are award-winning, or offer free shipping. Say it clearly in the ad and reiterate it by also including that text on your landing page.
3. Include a call-to-action.
A call-to-action asks potential customers to do something and sets up your sales pitch. It should be relevant to what they will be asked to do when they come to your landing page. Examples include: “Get Free Estimate Now,” or “Buy today for delivery by Christmas!”