We live in a world full of enticing propositions. As a digital marketer garnering the undivided attention of your customers is a challenge. The online arena is a complete world within itself where attention spans are shrinking and novel ideas come in all shapes and sizes.

What the digital world lacks in attention spans, it makes up for with more focused advertising. Pay Per Click (PPC) advertising is a very targeted form of advertising. Your audience is already primed to buy or wants to know more about the product that you are selling for purchase at a future date. This makes PPC advertising more predictable and you pay the search engine only when somebody clicks on your ad copy. So as a digital marketer you need to make the best of this chance to win over your customers.

Writing ad copy within the character limits set by the search engine giants however needs practice. The online market is very lucrative and everybody is vying for the same target audience. Then how do you differentiate yourself from the competitor? It’s a tall order but is achievable if you stick to some fundamentals of writing a ‘killer ad copy’.

• Understand the Audience
• Use a Psychological Trigger
• Use Keywords
• Use Prices & Promotions
• Use a Strong CTA
• Differentiate
• Make it Relevant to Landing Page.
• Filter Clicks
• Make it a Continual Process of Testing & Refining.

Pointers for a Great Ad Copy

You need to make the most of the character limit that is standardized by search engines. Using the keywords wherever possible makes a crucial difference. Keywords are easily identifiable and are tagged by the search engines. Keywords that are highlighted in the ad copy give you better visibility and improve click through rates.

Use of trigger words like ‘you’, ‘free’, ‘cheap’ are bound to garner your ad copy more attention. Every purchase is innately perceived with risks but more so in the online world where there is no touch-and-feel factor that we are so used to in the brick and mortar world. Hence, use reassuring words that can soothe your customers and assuage their anxieties.

Use qualifiers wherever possible in order to give people a better idea of what you are selling and in the process discouraging people who don’t qualify from clicking your ads. Differentiate yourself from the competition by highlighting your unique value proposition. It could be some great offer or something that can add value to your ad copy in a way that can give you the edge over your competitors. Your ad should be in consonance with the landing page that you are going to use to convert your impressions to sales.

Ask questions in your ad copy wherever possible. This gets the audience more involved. A question with the word ‘you’ is bound to earn your ad copy more attention. People feel you are directly addressing them and that it is not just a phony attempt of enticing people. It makes an emotional connect and people are more likely to buy from you if they are emotionally driven to want your product.

A Process of Constant Evolution & Improvement:

Remember ad writing is not a onetime process. You need to continually monitor the status and tweak the ad copy depending on what works and what doesn’t. Hence, you need to have more than one ad copies so that you can always split test and improve your chances of getting better leads. Track your performance using analytics tools available online, the chief being Google Analytics, and incorporate the feedback to get better click through rates.

Now you might think that the character constraint set by the search engines is stymieing your creativity, but the fact is that people might not even read your entire ad copy. They might just be scanning for some trigger words and your ad copy better have it if you want to convert to sales. You cannot escape the fact that people today are always in a hurry and do not have the luxury of time to look at your ads at leisure. You need to constantly improvise, adapt and overcome in this new era of digital marketing.

It’s a brave new world out there with ever-changing rules. But you can still conquer it with a killer ad copy.