Googles AdWords program is the dominate force in Pay Per Click advertising. With AdWords and most other PPC programs, you can get your ad displayed quickly and start generating traffic to your website almost immediately.
But writing PPC ads can be tough. For one thing, you dont have a lot of space, so every word has to be powerful and lead prospects to take the desired action, to click on your ad.
PPC ads are sort of like the classified ads you see in the newspaper. They are short and to the point. Your PPC ad needs to tell enough to generate a click, thats it. Thats the whole function of your ad, just to get the click. Dont try to sell in the ad, thats the job of your website.
The following guidelines, although directed at writing ads for Googles AdWords, are applicable for most all PPC ads, such as Yahoo and others.
With AdWords, you get a total of 4 lines of text
1. Title 25 characters maximum
2. First Text Line 35 characters maximum
3. Second Text Line 35 characters maximum
4. Display URL 35 characters maximum
This is the most important part of your PPC ad. It must instantly grab the viewers attention and get him to read the rest of your ad. In essence, the title is an ad for your ad. Try to include your keyword in the title and it will show up in bold letters, drawing further attention.
Use powerful words in your title, like Discover instead of learn or Revealed instead of show. Remember, you only have 25 characters, so make each word count.
An easy way to get started is to write your title without size constraints, just say what you want to say. Then work on shortening it down to the size allowed. Although writing a compelling title may seem like a major effort, it is the most important part of your ad, so take whatever time you need to get it right.
First Text Line
Use this line to show your most powerful benefit and make it appealing at the emotional level.
As an example, if you are selling a weight loss product for men, you would play up the angle that his new look will enable him to attract lots of beautiful women. He will have more dates than he can handle.
Second Text Line
Here, you will present another benefit of your product, but you will appeal to your prospects logical side.
Show him how the health benefits of your weight loss product will help him to feel better or live longer or be able to wear the latest styles. Essentially, you are giving him the logical reasons to purchase your product.
The display URL is valuable space thats routinely ignored by PPC advertisers. Although many marketers dont think of the display URL as an actual part of the ad, it can and should be used as an active part of your overall call to action.
Capitalize the individual words in the URL to make them stand out and create a landing page with a descriptive and desirable name. If you can put your keyword in the display URL, so much the better.
The point here is that you can use the display URL to further draw attention to your ad and get more clicks.
Sometimes, less really is more
Many people conclude that the small amount of space available for PPC ads is a serious impediment to success. However, consider this If you were advertising your weight loss product in a health magazine and your competition is a big company with a huge budget, your little ad would be overshadowed by your competitors full page color ad. However, with PPC ads, everybody gets the same amount of space, so your creativity can go a long way in stomping your less imaginative competitors.