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Although you’re going about it in a different way, your pay per click campaign management ultimately has the same goal as organic listing management. You want people to click on the listing, and then you want your website to guide their attention from there.

How do you get your PPC to work as well as a good organic listing? Use similar tactics. Search engines aside, you have to do a few things to your PPC ads to make them work for you.

Like any other advertisement, the copy of a pay per click ad is the most important part about it. Holding the number one position in the sponsored links won’t get you anywhere if your copy is sloppy, poorly worded, or vague. Here are some tips to help you make your paid ad’s copy worth clicking on:

    1. Be current— Old news is old news. No one want’s your Halloween costumes in February. Keep your ads up to date, and remember that timing is crucial for any success.

Silhouette of a group of people

  1. Be local— Just because you’re vying for a national audience doesn’t mean that you shouldn’t be working on a grass roots scale. If you’re specific to a local area, let them know. People who include a local term in their search are looking for a listing with that local term in it; be that listing.
  2. Be human— Don’t let your ad sound like a robot. Use your words to invite them to become emotionally interested in what you have to say. It’s okay to play on their emotions.
  3. Be clear— Address your target audience. If you sound like you’re talking to a faceless crowd, people will assume you’re targeting someone else. Let them know in your pay per click ad’s copy that you’re talking to them so that they know to listen. Tell them what you have to offer and why they should pick you.
  4. Be interesting— Use active, present tense. Include some personality in your ad’s voice. And give them something worth reading. The more clever, witty, and unique you are, the better.

Finally, as a last note, your PPC campaign is never ‘done.’ As a rule, it should always be a ‘work in progress’ which you are constantly testing, tweaking, and updating to better suit your needs and goals. The copy of your ad is the most important part. Make it an ongoing experiment. A great artist once said that he hated to finish his work, explaining that if he finished a piece, it felt dead. Don’t run a dead PPC campaign.

Jamie Bates
Online Marketing Director