PPC Optimization Tips Help You Write Ads That Deliver More Than Clicks

PPC optimization – you hear the words a lot, but what does it actually mean? The PPC ad format provides a restrictive canvas for crafting masterpieces of ad copy. The copy writer has just 25 characters to grab attention and 35 characters to deliver a compelling message and call to action. With so little space, it’s essential to make every character count. PPC optimization is the art of playing with words and text characters to deliver the most effective ad possible.

While tweaking PPC ad copy to fit the most important info can seem like working a puzzle, the stakes are high. A well-crafted PPC ad not only delivers clicks to your website, it attracts the people who are most likely to buy your products and engage your services. Top PPC optimization experts offer these tips to help you craft effective, compelling pay per click ad copy – copy that delivers the right clicks to your landing pages.

1.Avoid abbreviations in your title text if possible. You want your title to catch eyes, not make them stumble. Abbreviations like “Mgmt Co” make your ad look like alphabet soup. Use them in the ad lines if you must, but try to keep your titles flowing with real words.

2.Always test your conversion rates. Some common practices, such as inserting the keyword in the title of your ad, draw more clicks but don’t necessarily convert well, say PPC optimization pros. If you do insert your keywords into the title, be sure that your landing page is also optimized for that same search term or your click-through traffic may feel cheated. You’re paying for each click, so you want to make sure that each click is delivering someone genuinely interested in the product or service you’re selling.

3.Don’t ask obvious questions in your title. One PPC ad tip you’ll see from purported PPC experts is “use the keyword to ask a question.” If you do that, you’re essentially responding to a search for, say, “cheap LCD TVs” with the question “Need Cheap LCD TVs?” Instead, craft a title that answers the implied question in the search: “We’ve Got Cheap LCD TVs!”

4.Avoid chopping words in half at the end of a line. Google’s requirement that each line be 35 characters or less can force awkward line breaks if you’re not careful. Hyphenated words at the end of a line break the flow of your words and make your ad less effective. Substitute another word or rearrange words so that you don’t have to break lines in the middle of your words.

5.Highlight benefits and features that are highlighted on your landing page. If one of your big selling points is that your plus size clothing site carries sizes up to 6X, put that into your ad. A headline like “Top Styles in Sizes to 6X” clearly defines what searchers will find when they click on the ad – fashionable clothing in larger sizes.

In a PPC ad, every character counts, so PPC optimization is vital to your success. If you’re not an expert in writing tight ad copy, your company may benefit from the services of an expert who specializes in PPC optimization.