There are lots of different issues relating to how to make your PPC ad campaign work for you. Picking the right keywords, bidding for them, and making sure your ads are effective are all important. However, one of the things we often forget to pay attention to is the actual ad. Since this is the point of contact between your campaign and the customers you’d like to target, forgetting about it is a big mistake!

You will have a sum total of three lines worth of text to sell your site to customers. It has to be good, or else people will read it and forget it in an instant. To get noticed you need to encourage people to read your ad. Then you need to encourage them to click on it. PPC ad campaigns can fail so easy.

Conventional marketing tricks just don’t work with PPC. Pay per click has become its own marketing enigma where everything you know about advertising has been reinvented. At the same time, many novices are finding it to be their ticket for success. To get your campaign to work you need to understand how those three little lines of ad copy work, and the last thing you want to try and do is cram in too much information. Less really is more in this case.

Like many other situations, the 80/20 rule applies. Here, it means that the majority of an ad’s effectiveness is in the headline - about 20% of the ad itself. This is true in other forms of writing, and it’s definitely true in a PPC ad campaign. In fact, in a PPC campaign, this is even more true, since there’s no way to make up for a bad headline.

Be sure that everything about your ad is appealing. Trying to get the right words is a chore, but you can do it with some careful thought. Good spelling and punctuation is a good start, there’s nothing more unappealing than an obvious mistake in advertising. It just cries out for the customer to turn away fast. It’s almost like a form of shame.

Make sure you get attention first. There will be more ads than just yours in the search page sidebar. If you want to get customers, you’ll have to stand out. Make your headline and copy appealing and attention grabbing. If possible, pique the viewer’s curiosity - make him or her want to know what’s behind that ad.

Keyword placement is important, too. Use your keyword phrase (or a variant of it that makes sense as a sentence) in the headline itself. Then, make sure your next line is relevant and eye-catching. Don’t use meaningless phrases such as “quality service” or tell the customer how long you’ve been in business. Even if you offer great products and services, viewers need something that will make you stand out from the rest.

The last line is important, too. So use it to tell the customer why your product is the best, or give them an offer they can’t refuse like a special. This really does increase the chances of an eventual sale. Don’t use deceptive wording, it might get you more clicks, but you’ve little chance of converting the click to a sale.

PPC campaigns aren’t easy to write and require some careful thought Make sure your ad gets attention by following these guidelines and you’ll be seeing lots of clicks in no time.

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