The business world is a competitive one, with multiple organizations fighting tooth and nail for each precious customer and his dollars. As a small business owner, you need to set yourself apart from the competition, establishing your business as the one to choose. That objective is no different when it comes to writing your pay per click ads, and with character limits, you have limited space to say everything you need and want to draw in the customer.
So how do you do it?
Get Started On Your Pay Per Click Ad
The best pay per click ads capture your target audience’s attention and shows the consumer how your product or service solves their problem or serves their everyday needs. Your pay per click ad should be interesting, engaging, meaningful and relevant to your target audience.
Here are some tips on how to hit the mark:
1. Do Your Keyword Research
You want your ads to show up in the right place, right? That means ensuring the keywords you’re targeting are in not only your headline but also your ad copy. Keywords will make your ad relevant to your target audience.
2. Target Your Customer
There’s really no point in taking a shotgun approach to your pay per click ads. You need to target your ads to the customer most likely to search for your keywords, click on your ad, and buy your product or service. Make sure your ad answers a question your target consumer is most to ask.
For example, if you’re a plumber in Chicago, write about the speciality service -- hot water solutions, leak repair, prevention of basement flooding -- you provide to people in that area. Just be clear about the service you’re offering.
3. Check Out The Competition
If other businesses in your industry are using search marketing and mobile marketing, you want to make sure you know what they’re writing and how their ads are targeting the consumers. Don’t copy what they’re doing but figure out how they’re using pay per click ads to gain attention and use it as a starting point for your ads.
4. Tell Them What To Do
Every ad, even a short and sweet pay per click ad, needs to have some instruction for your consumers. Tell them exactly what you want them to do … don’t worry, you only need two or three words to take care of this part. “Buy now,” “save now,” “sign up now” or “register now” are simple ways to offer consumers appropriate direction and the word “now” gives them a sense of urgency.
5. Evaluate And Edit
If your pay per click ad isn’t getting the number of conversions you want, don’t worry. There isn’t a scientific formula to writing ad copy that works. Most of the time, you have to keep trying to find the words that get you the most value for your dollar. You can run a few different ads at a time, testing a variety of messages, offers or discounts, and calls-to-action, and see what’s capturing your target audience’s attention.
You can stand out from the competition, even with a three- or four-word headline and a limited number of characters in the copy. Just figure out how to differentiate your business and your ad from the competition and you should start seeing results.