The Perfect PPC Ad

The Perfect PPC Ad – It exists. And Here’s How to Create It.

Chosen to use Pay per Click? Then we’ve got good news:

Businesses make an average of $2 in income for every $1 they spend in AdWords

Now for the bad news: this alluring ROI is hard earned – demanding testing and re-testing and pain-stakingly crafted PPC ads. From the copy to the call to action, each element must be on-point if you’re to get anywhere near to that bottom line boosting figure above.

Oh, and if you’re investing in PPC across platforms such as Facebook and LinkedIn, the importance of creating the perfect PPC ad becomes ever more critical – as you contend against a feed of last weekend’s photos, the latest Trump memes and more than a fair share of prank videos. There are also quirks that should differentiate your approach if you’re using display ads. So, here’s how to create the perfect PPC ad – for maximum ROI and optimal eye-grabbing attention, whatever the medium.

The Anatomy of the Perfect PPC Ad

A persuasive headline

Your headline must grab attention and keep the browser reading onwards – an easy way to capture their interest is with a discount, offer or interesting fact or stat. If you target local customers, try using the geographic region in the headline that poses the reader a question, such as: “Sick of searching for a trusty Hull plumber?”

Social media PPC Pro tip: Persuade people to take action there and then by creating urgency – a limited time only offer, or an invitation to a webinar that only has a few spots left.

A carefully crafted call to action

There are various strategies for your call to action depending on what you’re hoping to achieve…

For collecting click-throughs – go short, sharp and traditional, using phrases such as “Buy Now” and “Find Our More”.

For building brand awareness – use personalisation, such as “you” and “yours”.

For feeding your sales funnel – Make it concrete with specifics and include a stat to sell the benefits of your eBook/content download, such as “triple your business in 30 days”.

Display ad PPC Pro tips: Stick to unwritten style rules – for your call to action, you should ensure that Each Word Is Capitalised (< Just like that). You should also spend some time learning about colour psychology and how these can influence the visual design of your ad (such as blue being used to create trustworthiness, which is why security companies tend to opt for blue, and green being employed to demonstrate health and environment, as is used by BP and Shell).

Compelling copy

Always bear your audience in mind – what tone of voice do you need to perfect, what do they care about? Connecting to your audience depends on your choice of words, and whether or not they take action relies on conveying your ability to solve their problem.

You might want to consider using a professional copywriter for your adverts – their job is to sell with words – an art form that may take a lot of A/B testing to master if you go it alone.

Social media PPC Pro tip: Keep it incredibly concise – cut down your copy to its meanest, leanest version of itself. You should also do plenty of testing – where a change in image isn’t impacting campaign effectiveness, you should then look to your copy.

Enable ad extensions

With your copy crafted you should explore ad extensions for ways in which you can enrich your ad – these beauties grow the size of your ad (always a good thing when you’re competing alongside other ads) and are capable of improving CTR by up to 30%.

Ad extension options include reviews, inner site link extensions, call extensions and location extensions, amongst others.

An intriguing image

Social media PPC Pro tip: Your use of images on social media is absolutely critical to the success of your PPC campaign – they need to be bright, bold and eye-catching. Here you can be creative – using images that aren’t necessarily tied to your product, service or industry. It’s also worth noting that bright logos, zoomed in headshots and smiley women are amongst the most effective images of all for social PPC.

Display Ad PPC Pro tip: Images for display ads should always cover the background in its entirety – it should be of great quality, and it should be linked to the ad content. Undertake a few tests once you’ve put together your copy to see how your image impacts on the overall look.

Choosing the right URLs

Display URL: You should always make your URL clear to read (and memorise) by using lower and upper case letters, such as as opposed to You should also ensure your display URL as simply as possible (e.g. isn’t exactly user friendly).

Destination URL: Where are you sending your visitor? Every destination URL should act as a landing page – encouraging the visitor to take a single action (rather than offering them a million and one options through a complete website).

PPC Pro Tip: Don’t forget to set up your URLs for analysis through Google Analytics.

How Your Ad Viewer Thinks

There’s a dead set hierarchy of the mind and eyes when it comes to assessing whether to click through, or not. Here’s how it goes and where people look in order:

  1. First, they look to the headline – attention must be captured – whether through intrigue or by answering a pain point and adeptly communicating that YOU can solve the problem they currently have.
  2. With interest captured, they’ll now look to your ad body copy – this is where you must instil trust by providing your potential visitor with certainty as to what the ad is about.
  3. After the first two elements, your ad reader will look to the image – this can provide confirmation and encourage the reader into the last element of your advert…
  4. Your CTA is the last element – and if this is persuasive with all of the above firmly and effectively in place, your reader should click right on through.
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