BPOVIA SEM Department is very experienced in PPC industry like Google AdWords, Microsoft adCenter and so on. For all of these service, there is one major step deserving real attention, today we are going to talk about how to write high-quality ad copies.
Well, let’s firstly split customers’ actions on search engine into 4 steps, 1) input certain search query, 2) see the ads and may click on one of them, 3) land on advertiser’s landing page and may convert, 4) be navigated to the post-conversion page and finish a complete PPC process.
From advertisers’ end, if you have done an effective keyword research, you must have a powerful keyword list at hand, which makes sure that when people types relevant queries, your ads can be prompted to show, however, it is up to the customers to click on them or not, then it’s time that customers spent some time to compose compelling ad copies.
Below are some tips from BPOVIA SEM Department about how to compose successful ad copies, now let’s take a look at them.
- Containing keywords in the ad copy is a good way to increase relevance and people will be likely to click on this kind of ads when they find what they did search for is part of the ad copy.
- Write enthusiastically, CTR, as the most important Quality Score parameter, is much more important than stuffing your ad copy with keywords for three times, cherish the limited ad copy space.
- If you have done a good job in keyword research, it will be easier for you to test your ad copy performance, because if all you ad copies within one group are for very similar keywords, you can test using different ingredients instead of spending time in caring for different keywords, the testing outcome will be obviously less reliable.
- Never forget that the only function of ad copy is to attract searchers’ attention and make sure they do correct conversion. If you are selling sticks on your website but your ad copies are totally talking about bananas, we won’t directly deny your ads unless we find either few people click on this kind of ad or the visitors navigated by this ad copy do little conversion. That is to say, your ad copies should be highly relevant to searchers’ ultimate goals. For example, when parents are searching for milk powder for their babies, what they are really looking for is security and nutrition, so if you keep emphasizing your powder’s low price, I am sure that you would get a lower CTR that those ad copies which are talking about security and nutrition.
You may find composing ad copies is more an art than tech, BPOVIA would like to share our successful ad copywriting later in this blog, just feel free to leave comments here to share your ideas about the principles we listed above.
To Be Continued
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