Have you ever written a PPC (Pay-Per-Click) ad for Google AdWords?
If your answer is “no,” you can learn how by reviewing Wealthy Web Writer’s recent Practice Assignment on the topic — here’s the complete Assignment Brief, and the live webinar where Wealthy Web Writer‘s Managing Editor, Heather Robson, reviewed several.
The assignment was to write three PPC ads for a fictional company, The Coach’s Coach.
Keywords were defined in the Assignment Brief as professional coaching, life coaching, coaching products, coaching income, but Heather commented that you’ll generally be responsible for keyword research when you take on a PPC assignment.
While Google offers several types of PPC ads, this Practice Assignment focused on text ads.
Heather started off by observing that PPC ads are interesting because, in some ways they are very simple, and in other ways quite complicated and detailed.
Because of all the different types of PPC ads available through Google, Facebook, and other platforms, writing them can be fun and you’ll see results quickly — just be prepared to experiment.
Make sure you follow the specific criteria for the ad network and type of ad. They’ll each have specific rules for formatting, length, and other components, so think about who you’re trying to reach and which method makes the most sense. Be aware of where the best value and lowest cost-per-click will be for your audience.
Include your key phrase in the headline. “People scan quickly,” Heather reminded us, “so make your headline enticing and include the key phrase since that’s what they’re searching for.”
Think about your key phrase, and what the searcher might be looking for. How does your product meet the searcher’s objective? The ad should reflect that.
Provide at least one variation that includes numbers in the headline, and test that against one that doesn’t. Numbers and statistics often increase response, but you need to test for your specific client and audience.
Use emotional triggers that will appeal to your audience.
If possible, use keywords in the display URLs in the ad.
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