Breaking the Mold – the Secret to Creative PPC Ad Copy
It’s easy to get started with PPC internet marketing. So easy, in fact, that when you type any phrase into your favorite search engine and compare the PPC ad results, you’ll likely find that many companies have piggy-backed their competition and generated boring replicas of existing ads.
No matter your query, the PPC ad placements likely have similar, keyword stuffed copy. But effective web marketing requires more than copying the competition to improve click through rates (CTR) and quantify PPC costs.
With only a couple of sentences to describe your company or product, it’s easy to see why many PPC campaigns are similar. But do you have to be a clone? We don’t think so. Baytech Web Design has helped many companies improve their click conversions and PPC ROI by closely examining and adjusting PPC ad placements.
Every PPC ad you create is assigned a quality score based on the click through rate (CTR). This makes sense – if an ad is being clicked more often than another, it’s probably well written and more relevant. So what factors influence clicks? One of the most important is the headline.
Think about headlines you click when you’re searching the web or reading the news. Research the most popular headlines being shared on social media sites. How do those headlines incite interest and get clicks? It’s doubtful that they’re stuffed with keywords, written in all-caps or just copies of another. Instead, they might use rhyme or another literary device to get attention, or use powerful words like “groundbreaking” or “ultimate.”
Copying your competitors PPC ads will probably not get the conversion rate you want. Instead, let the internet marketing professionals at Baytech Web Design help you improve PPC CTR by giving your ad placements a groundbreaking makeover. Call or email today for your free consultation.
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i’ve been doing ppc advertising for my company for a couple of years now. It seems like every ad I make gets copied by the competition. I try to keep my content fresh, but some of my best ads are copied almost exactly and I don’t want to change them because they work. Any ideas on this situaiton?
Comment by brittany.ellison415 — October 5, 2009 @ 3:31 pm
The problem you’re describing is exactly why we posted this blog. It’s a very common occurrence, but unfortunately, there’s no real good way to avoid it. No matter what your company sells, if you write good PPC ad copy, you’re going to see people “borrowing” pieces of it for their own campaigns. This happens in every ad medium though, and our only recommendation is to keep being creative and to keep mixing up your ad copy. And remember, imitation is the best form of flattery.
Comment by Baytech's Blogger — October 6, 2009 @ 9:57 am
There’s so many keywords for my industry since we’re in a very specific niche. I use most of them in the PPC ads that I’ve created and am having a hard time figuring out how to mix things up. I’m worried my ads might go stale though.
Comment by saeed_ahmed80 — October 6, 2009 @ 2:09 pm
A couple things you might try include geo-coding and grouping keywords. Geo-coding involves using a location keyword that relates to your business – a zip code or region, for instance. This can help drive very targeted traffic to your site and is often less expensive than primary keywords. Grouping keywords means rather than the whole ball of wax, you break your keywords into 2-3 words and build ad variation campaigns around them. This will help you find out which ads are most appealing and leading to the most conversions for the cost. Hope this helps!
Comment by Baytech’s Blogger — October 7, 2009 @ 11:35 am