Pay Per Click

Copywriting is a critical component in Pay per Click Ads. Even though you have structured your PPC accounts, the Headline, Description and Display URL are important elements in inviting users to your products. 

Here are six Best practices for PPC Ad Copywriting

1) Competitor Research

The success of a PPC campaign depends upon finding patterns in best converting Ads, Keywords and Ad-Groups. In order to optimize your campaign, monitoring the right variables is necessary. The 14 columns that you should monitor are:

1) Keyword - Should identify the intent of your audience/customer and the search pattern

2) Campaign - Focus on one Product/Client

3) Ad-Group - Ad-Group should focus on one theme of a campaign/product/service

For Google Adwords Campaign, it is important to target the right location and language.  

Location: When you place your Ads, you can target all countries and territories or you can choose the region/country or city. To select the region/country/city:

1) Click Create New Campaign

2) Give a Name for the Campaign

3) Under Locations and Languages, there is a section for Location.

4) Pick “Let me Choose”, option

Once you are running your Ad Campaigns in Google, you have to track the conversion to make decisions on your keywords, landing page optimization and overall bidding process. You can track conversion from your Ad Campaigns using Google Adwords tracking code or by using Google Analytics code. 

Once you get visitors from Ad Campaigns, the next thing that you should focus on is conversion. If you are wondering why it is important to track conversion from Ad Campaigns, here are the reasons:

1) Save Money

If you know which Keywords have given you leads, loyal visitors and higher return on investment, you can stop bidding for costly keywords and focus on related keywords that are going to generate revenue for you. Bidding high is not a necessary activity for conversion. It sure would give you visitors but there are no guarantees on the return.

Quality Score is the single most important number in your Google AdWords account. It determines the eligibility of your Ad to be ranked in the first page and the cost per click for your Ads. 

Ad rank is the value that determines the position of the Ad. 

Ad Rank = Max Bid x Quality Score

Use of long Tail keywords in your Ad Groups will improve conversion and relevancy for your Ads. First of all you have to understand that Quality Score is measured separately for your Ad Group, Keywords, Ads, Network (Display and Search), Landing page and Account. The score is calculated on the fly when a user enters a search query. With long-tail keywords the volume of searches would be low. 

Here are 3 Best Practices while using long-tail keywords in your Account:

Quality Score (QS) determines the Ad Position and the actual Cost per Click.  A low quality score means three things: your ad is not relevant for the keywords, the structure of the Ad Group is inconsistent and the landing page is not relevant.

What would you do if you have used up all the best practices in creating effective Ads for Google Adwords and still haven’t received a good response? For competitive categories, this might be the case. The best strategy is to use Google Adwords Ad Extensions. 

Ad Extensions will allow your Ads to stand from the rest of the competition. There are four types of Ad Extensions available in Google Adwords:

1) Location Extensions

2) Call Extensions

3) Sitelinks Extensions