Write Better PPC Ads 

The copywriting rules for your PPC ads are similar to those for your page copy.  Effective ads include the following:

• Clear content – best to use keywords
• Benefits to the reader
• Call to action

Small changes to your ads can make a huge positive or negative impact on your click through rate so pay attention to your changes.  It would be best to track the effects of each change you make to each ad but doing this with dozens of ads can really drain your number one resource – time.  The main points here are to pay attention to what you are doing and write clear ads using keywords, claim your benefit(s), and ask your readers to act! 

You will see me repeat this throughout the site, blog, and book:  To generate sales leads from your website you need to create a certain amount of momentum.  The idea is based on an old sales principle.  If you get your prospects to say “yes” once, you will be able to get them to say it again and again.  So, get them to say “yes” (essentially) to your ad, then “yes” to your landing page (by continuing to read), then “yes” to your call to action, then “yes” to your form.  When you write your PPC ads keep that chain in mind.  Visualize how your visitors should flow through your site to your contact form submit button and write accordingly. 

PPC ads shoud be targeted.  Do not try to shotgun your audience with an ad that will please everyone because few people will click on it.  Write your ads for your target. 

Now that you have the lead, the sale is up to you (or your salesperson).  We will cover closing sales more later. 

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