The Anatomy Of A Winning PPC Ad

The Anatomy Of A Winning PPC AdBefore you meet with your PPC ad manager, you might want to take a crack at writing the ad yourself (or tasking this to your marketing department). Or you simply might want to understand specific characteristics that help to create a winning PPC ad.

Below are five of the most important things you should be including in your ad copy in order to create a winning ad:


1. Use quotes from reputable sources.

For example, think of reputable media outlets in your industry. Use short quotes and site your source in the body of your ad. You’ll appeal to those who need extra reassurance about the legitimacy of your PPC ad. This is especially true in certain industries such as finances, and in some case, education.

2. Include statistics to drive home your point.

Along with the first point, you  might make a claim that requires the use of statistics in order to drive home your point while providing scientific legitimacy. The use of statistics provide a wonderful vehicle for attracting the type of leads who needs and require stats. This is especially true in the financial industry.

The use of statistics in your PPC ads is also helpful for targeting specific market segments at certain income levels, buying power, age, etc. But a word of caution: Watch that your statistic or your financial figure actually works to disqualify the quality of your product or service.

3. Create transparency by including specific price points and financial figures in the body of your PPC ad.

One of the first questions that your leads will want to know is, “How much will this cost me?” It’s always a great idea for you to create trust in the conversion process by providing your prospect with transparency. Not only this, but by including specific price points in your ad copy, you’ll be sure to attract the type of leads who are looking for your price point while sending away tire-kickers.

Having said this, be sure to watch out for posting high financial figures without justifying the cost of your product or the service. Posting the price of high-quality or high-ticket items without justifying the purchase on your home or lead pages only works to scare away potential leads. They might be able to afford what you’re offering, but they need to be convinced that they can and should trust your company with the purchase.

And don’t fall into the temptation of posting your lowest price points. This will back-fire if a majority of your products or services cost far more than what you’ve quoted in your ad-your prospects will perceive your company as using bait-and-switch tactics. Also, you’ll attract prospects who (in most cases) can’t afford what you’re offering.

Remember, while you want to direct as much traffic to your lead pages as possible, it’s crucial that you’re also attracting the highest quality leads that are sure to convert.


4. Mention special deals, promotions, discount percentages, and coupon codes.

This works especially well for the bargain shoppers. This strategy also works well when your company is running a promotion that involves slashing prices or making your products and services more attainable to the masses.

Your conversion leads will also want to know how shopping with you will benefit them. Generating leads and clicks is simpler when visitors know that there’s some type of financial reward for clicking. You might find your company beating out your competition for clicks and leads.

5. Mention your product or service reviews.

Here’s something else that most consumers care about-making sure that they’re getting the most out of their time or money. They want to know that they are investing into something worthwhile. For this reason, review mentions are an excellent form of social proof.

If the product or service that you’re promoting has earned four or five stars, place this at the top! You’d be surprised at how much reassurance this provides, and reassurance builds trust and leads to conversions.

Finally, be sure to use very specific, succinct words in the body of your ad copy. Never make the mistake of using ambiguous wording-it makes your company look shady and untrustworthy. Stay far away from the use of industry-speak. No one cares about industry speak, and they don’t understand it.

If you’re still struggling with your PPC ads, why not talk to an expert? Our team at Demand Fuel has the experience to help with your ads and improve your conversions. Schedule a complimentary consult and we’ll help you uncover areas of opportunity in your advertising.

Author: Terri

Terri is a content marketing storyteller and strategist. She produces marketing and entrepreneurship stories that generate higher revenue (and brand awareness) for her client partners. Her specialty is creating narrative. She studied journalism, and she produces essays and memoirs in her spare time.

Leave a Reply

Your email address will not be published.