It’s that tiny description you see below a sponsored link. And although it effectively constitutes almost your entire unique value proposition, many advertisers tend to under-appreciate its importance.
If your PPC campaign is struggling to find a meaningful increase in its click-through-rates, you may want to consider the ad’s copy as a potential source of the problem. During your review, examine the following factors.
Differentiation is Key
Your link may appear on the top or side of the first page but it will no-doubt share that position with a small list of other websites with what are probably very similar service offerings.
To make your ad stand out, focus on a unique and valuable aspect of your offering. It may be something exciting like a free assessment or just something more convenient like being open 24 hours a day. Market research may be required to find the one that consumers value most in your market.
The worst thing you can do is say the same basic thing as everyone else. Even if they’re saying it well, you’ll have a problem distinguishing your brand. Review other ads in your industry and try and communicate a feature or service that no one else is offering.
Trim the Fat
Don’t include any words or offerings in your copy that aren’t necessary. Some things you should avoid:
• Company branding- It’s already in the URL and people aren’t likely to recognise it. (Which is why you’re probably conducting a paid search campaign to begin with.)
• Truisms – terms like “the best in” or “expert”. These promises are seen as given and seem unoriginal.
• Repeating the link title in different words- Don’t waste your ad copy
• Contact details- people aren’t going to decide to contact you based just on your PPC copy. Use an extension to include your number if you want, but test that it works. Sometimes only top ads display the extension for contact details.
• Your location – Use a Google+ Local extension in the ad to include your location.
Focus on Persuasive Words and Terms
These tend to vary from industry to industry. Choosing the best one for your business may require some formal market research and good old fashioned trial and error.
Alternatively there are always tried and tested words that catch people attention such as: innovative, discount, guaranteed or unique, for example. Just ensure they aren’t being overused in ads relating to yours and that they’re appropriate for your industry. For instance, if you offer funeral services, avoid the word ‘exciting’.
A Compelling Call-to-Action
This is the final part of the copy. The phrase that asks them to click on the link. It can be as short as ‘click here’ or almost the entire copy like ‘visit us at … now and get a free quotation today!”
Although it isn’t strictly a make or break moment, it does set the tone for the entire advertisement. Avoid using any terms that indicate that clicking through will subsequently require great time or effort on their part or a lot of registration details. Try enticing them with an exciting feature like “… and get your free trial version”