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Ad Text Optimisation

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Ad Text Optimisation: How to Improve Your PPC Text Ads

Targeted text ads are the key to a high-performing PPC campaign.

They are also often the first contact that a potential customer has with your business. Someone searches for keywords related to your business and your text ad displays in the results. But whether that person decides to click on your ad largely depends on how compelling and relevant your ad is. If the headline and body of your ad closely match a search query, you stand a far greater chance of converting that visitor.

There are a number of metrics that PPC advertisers assess to determine the performance of a campaign. But one of the most important is the click through rate (CTR) which is the percentage of ad clicks to impressions. The CTR for your ads will suffer unless your ads are enticing and well-written.

Meanwhile a high CTR has a positive impact on the following:

  • Quality Score
  • Rankings
  • Cost per click
  • Conversions

So how do you write strong ads that get people to click?

Here is an example of a typical text ad that displays at the top and bottom of the search results:

Each ad consists of a headline, a display URL, and a brief description. Advertisers have very little space to work with so every single element matters. Strong ads that entice visitors to click have the following in common:

Describes features of the product or service: Is there a certain feature of your product or service that no other competitor has? Be sure to highlight any features of whatever it is you are selling to make your ad stand out.

Communicates unique value proposition: What differentiates your business from the others? Visitors are much more likely to click on ad if they can see how they would benefit from purchasing from your company.

Includes a compelling call to action: This is the part of the ad where you compel users to take a certain action whether to make a purchase or sign up for a special offer.

Bringing these elements together will help to make your ads stand out from the competition. Here we provide additional tips to help you better optimise your text ads.

Turn Features into Benefits

Consumers make purchases to solve problems.

One way to make your ad more compelling is to emphasise the benefits. In other words, how do customers benefit from using the products or services you offer? Highlighting benefits appeals to emotions and offers potential customers a solution to their problem.

Use a Feature-Benefit Matrix in your campaigns to craft compelling ads:

Features are factual statements about your products or services while focusing on benefits emphasises the reason why. Here are some examples:

  • A business that offers hosting solutions might emphasise the time-savings and convenience of not having to maintain a site.
  • An office cleaning services company can illustrate how clean spaces can attract more customers and provide a better environment for employees.
  • A marketing company might focus more on how its services can increase revenue rather than the boring campaign details.

Think about some of the main features of your products or services then turn that into a benefit that potential customers can relate to.

Here are some examples:

Even small changes can have a huge impact on how well your ads perform. One way to make your ads more compelling is to use active verbs in your copy.

Here are some examples:

  • Buy
  • Get 
  • Join
  • Plan 
  • Shop
  • Download
  • Subscribe
  • Sign up
  • Register
  • View
  • Increase
  • Save
  • Order
  • Check out
  • Deliver

Here is an example of an active verb in the headline of a text ad:

The inclusion of an active verb in your copy can help improve its performance.

Stay Within Character Limits

All text ads must meet the following requirements:

Communicating your USP in such a limited space can be difficult but it is crucial to maximise the space that you have available for your ad.

Experiment With Different Call to Actions

A better call to action is often more subtle and yet still compelling enough to entice users to click.

Here are some examples:

Show off testimonials: Read our rave reviews!

Emphasise cost savings: Save $100 on your next purchase!

Use imagery: Imagine your next vacation in…

Highlight satisfied customers: See why customers love us!

Include bonus offers: Free shipping worldwide!

Appeal to a problem: Eliminate pest infestation today.

Provide instant gratification: Get a response within one hour.

Experiment with different call to actions to see which ones generate the best results.

Incorporate A/B Testing

Owners spend a great deal of time crafting ads but fail to actually test how they perform.

Looking at hard data is always the best answer to determine the success or failure of a campaign rather than make assumptions. A/B testing involves running similar ads against each other but with subtle changes (e.g. different headlines or body copy) and measuring the results.

Small changes to an ad can drastically improve CTR but you won’t know unless you test it.

A/B testing involves:

  • Writing an ad for a landing page
  • Creating a second ad but with a minor change
  • Running the two ads simultaneously
  • Seeing which one has a higher CTR
  • Repeating the process again

Following this process will help improve the performance of your text ads.

In the next section we cover how to utilise ad extensions in your campaign

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