Getting your ad copy right can make all the difference to your PPC campaign.

In fact, it can be the difference between success and failure. Great ad copy does a number of things:

• It gets your offering noticed amongst all the competition.
• It can help you get cheaper traffic and better placements on Google Adwords.
• It can help filter or screen potential customers.

You should always think your ad copy through very carefully, and follow some if not all of the below tips:

1. Think about what your potential customer wants.

Remember that you are reaching out to a potential customer. Whether you are selling a product on your site, providing content, or trying to get more readers for your blog, the person searching is a potential customer. If you can hit on what their need is, and how you can take care of that, you are halfway to getting that customer to click on your ad.

2. Reflect the search term in your copy.

Potential customers are much more likely to click if you use the language they are using too. For example if one of your ads is targetting “adwords help” then make sure you have that phrase somewhere in your ad.

3. See what your competition’s PPC ads look like.

Do some thorough research on what other advertisers in your sector are writing in their PPC ads. Think about what they are doing and see if you can improve on their copy or message. Aim to stand out.

4. Try a number of variations.

Don’t just throw up one ad and hope for the best. You will never find out what works the best. Some PPC professionals use 3 variations, some use more. I personally tend to go for 4 ad variations when I’m setting up an ad campaign, as this gives me enough scope to try different ideas and discard the ones which don’t perform as well as I’d like.

5. Keep trying new copy.

Just because one of your ads performs the best out of all your variations, it doesn’t mean its the best ad you can produce. Always be willing to cut the worst performing ad, and try something new.

That’s it for now, but keep your eyes peeled for more Copywriting tips coming soon.

Mike T.