Most PPC marketer focus solely on keyword research, short term conversion goals and few improvements here are there. But the real PPC battles are fought and won on ad copies and landing pages!
Get that tinkling sensation when you think about writing an ad copy? You are not alone, most people have that feeling. The internet is full of advice on writing effective ad copies, understanding customer psychology, creating UVP, USP, customer persona, and whatnot.
Here is the truth, most PPC marketers are not expert writers and its okay. You don’t have to be a writing wizard to really produce an effective ad copy. In this article we will create a framework using which you can produce an ad copy which converts even when writing is not your core strength.
A word about your PPC customers
Start by understanding this; There is a human on the other side with a real problem, looking for a solution. He does not really care about your brand, product or how unique you are, he came with a sole question in mind; Can you be trusted enough to help them reach their end goal?
Your PPC prospects are
Already educated enough
Down the funnel,
Understand what they want
Compare you against other available options.
Since you are working on your ad copies, I assume that you have already done your keyword research and created an ad account structure. If not, read this article on keyword research first.
Control your Communication
Ad copies are not produced random, once you have compiled a list of keywords, its time to divide them in closely related groups and sub groups. You need to group your keywords based on customer intent (their end goal) and keyword proximity
An ideal campaign will have 3-5 ad groups, consists of not more than 50 keywords (15 keywords per ad group at the most), and a dedicated landing page. Lets expand our example of the taxi business. Here is how I define your audience –
|Who is your target customer||What’s their end goal||What they fear the most|
|Economical taxi seekers family||They are looking for a hassle free outstation family trip.||Overshooting the budget, hidden costs, last minute surprises|
|Economical taxi seekers friends||They are looking for a hassle free outstation trip as a group||Budget, economical luxury|
|Luxury taxi seekers||Looking for a luxury car with a peace, comfort, safety and a class.||Shoddy car, unprofessional driver, poor hygiene|
|Luxury taxi seeker corporate||Looking for a luxury car sometimes of a particular brand, you should be able to take care of invoicing and payment. Often, The person who books the car will not use it, but its his job to ensure quality of services.||Brand consciousness, availability of car on time, no last minute hassles, car hygiene, driver behavior|
You can structure your account in two layers.
First, create separate campaigns for each target customer group,
Second, group similar customers in a campaign and create separate ad groups.
And remember to-
- Keep the keywords limited to 15 or less in an ad group
- Use a combination of dynamic search and extended ads
- Always use a keyword in your ad copy
Great progress till here.
Now is the time to understand the ads structure
Your ad consists of three important parts
Start by creating a list of headlines
The first part of creating your ad includes discovering the headlines that convert. For this, you can do a simple ad search on your competitors and find out the ads which appears frequently, additionally you can take help from the tools like Spyfu, SEMrush to find out the headlines which your competitors are using often. Create a list of most common words that appear in the headline of your competition. The next step is to refine this list, add your own ideas and then categorize the headlines into benefits, emotions and CTAs.
Create a list of descriptions
Just like headlines, competitors ad description is also a valuable copy. Create a list of all the common description, do the similar exercise as mentioned in the step above. This will help you come up with a winning headline and description combo.