Effective ad copy is essential for driving clicks, conversions, and ROI from both search and social campaigns. However, writing compelling ad creative is both an art and science. This article will explore expert strategies and techniques for optimizing your PPC and social ad messaging to boost performance. Follow these best practices to create high-converting ad copy tailored to your target audiences.
Research Your Keywords to Match Searcher Intent
The foundation of any ad copy begins with researching the keywords and audiences you intend to target. Different search queries and user intents require tailored messaging to resonate. Analyze your core term list to identify common motivations, needs, and emotions.
For example, keywords around “credit card debt relief” indicate users struggling with high interest payments. Empathetic and solution-focused copy would connect better than generic claims or features. The intent shows an opportunity to message financial freedom.
Studying your keywords provides critical context to craft relevant ad copy that captures interest and drives clicks from each segment.
Optimize Headline Ad Copy for Attention and Clarity
Your headline copy has mere seconds to capture attention and communicate what you offer. Keep headlines focused on the primary user intent while highlighting your key differentiated value.
Power words like “new” or “guaranteed” combined with specificity have higher click-through rates. For example, “Construction Loans With Rates As Low As 4%”. Ensure any claims are truthful.
Avoid vague headlines like “Best Software Company” that could apply to any competitor. Be specific and benefit-driven. Headlines that instantly communicate relevance outperform generic options.
Write Clear, Concise Body Copy Focused on Outcomes
The body copy has the dual purpose of convincing searchers your ad is relevant while persuading them to take action. Restate the headline value proposition using different phrasing to reinforce messaging.
Focus on customer-centric outcomes over features. For example, “Find The Perfect Neighborhood Pizza Place” rather than “Restaurant Search and Reviews”. Use concise but compelling copy that connects benefits to searcher needs.
Avoid overstuffing the body copy with keywords. Stay focused on selling the single most relevant proposition to each target group. Clear, concise copy outperforms bloated text.
Add Call-Outs or Call-To-Actions That Direct Next Steps
Complement your headline and body copy with effective call-outs or CTAs. These should direct the user’s next step whether it’s visiting your site, calling for a quote, signing up for a free trial, etc.
Strategically place these call-outs at either the start or end of the copy where visibility is highest. Use action phrases that convey momentum like “See Plans,” “Start Your Search,” or “Order in 60 Seconds”.
Directing readers towards a clear next action increases click-through and conversion rates for ads. Prioritize CTAs that align with your landing page goals.
Adapt Copy for Search Partners and Ad Extensions
When running search ads on Google display network sites or leveraging extensions like call or location, adapt copy accordingly. Keep messaging consistent with search but write for the specific ad real estate and format.
For example, shorter condensed headlines tend to work better on display while call extensions should focus exclusively on actionable phrases like “Call Now” or “Free Quote”.
Optimizing copy to the unique shapes and objectives of each ad type and network boosts relevance, visibility, and performance.
Align Ad Copy with Landing Page Content
Mismatched ad and landing page content is a primary source of poor quality scores and high bounce rates. Ensure your compelling ad copy directly aligns with what users experience once they click-through.
Analyze your landing page content and identify gaps where ad messaging doesn’t sync up. For example, if your ads focus on cost savings but your site emphasizes features, update pages to consistently highlight money-saving value.
Consistent ad and landing page messaging keeps users engaged after click-through so they convert at higher rates for better ROI.
Test Ad Copy Variants to Identify Improvements
The best way to refine ad copy is through ongoing testing of different content variations. Run A/B split tests or experiments changing copy elements like headlines, call-outs, ad length, word choice, etc.
Monitor how each variant impacts click-through rate, conversions, landing page experience, and overall costs. Testing reveals how to better target user intents and needs.
Continuous testing enables you to iterate and improve copy based on real data. Small tweaks can have a big impact on ad performance.
Review Search Query Reports to Optimize Relevance
Search query reports provide invaluable context for improving your ad copy relevance. Look at actual search phrases that triggered your ads along with performance metrics.
Identify queries indicating new intents to create targeted copy for. Find underperforming queries where copy could better speak to searcher motivations.
Optimizing copy relevance for actual searches people are using will improve clicks and conversions. Access search reports in AdWords or Analytics.
Build an Ad Copy Style Guide for Consistency
Maintaining a consistent ad writing style and voice is vital for effective brand messaging. Build an internal playbook or guide with guidelines including:
- Commonly used power words and phrases
- Brand voice and tone
- Grammar and punctuation rules
- Approved superlatives and language
- Mandatory review process
Enable all teams to align on standard copy principles. This drives recognition while allowing flexibility to tailor messaging.
Optimizing your PPC and social ad copy takes both creativity and strategy. Follow these expert tips to obsess over matching copy to searcher motivations while directing them to take action. Continuously test and refine your ad messaging to improve conversions and ROI. Compelling ad copy that instantly communicates relevance drives results.
