Running Search Engine Marketing (SEM) ads can be one of the most effective things you do to market your business and to attract qualified leads. Or, it can be a serious waste of your advertising budget. There are a few factors that will determine the difference between these two outcomes, and one of them is the strength of your copywriting.

Google Ads and other PPC platforms provide a very limited amount of space in which you can condense your marketing message and entice the user to click. In order to make the most of this space, it’s crucial to know some copywriting basics.

Making the Most of Your PPC Copywriting

Here are a few guidelines for crafting effective and engaging PPC ad copy.

1) Think about what your audience wants.

One of the most common errors we see with SEM copywriting is the premise that good ad copy should simply spell out all the benefits and features of the product. This isn’t quite right. Instead, it’s important to think about the kind of questions your target consumers are asking, or the kinds of problems they are trying to solve, via their Google search. Your ad copy should be tailored to answer those questions or address those pain points.

2) Be personal.

As a general rule, we advise PPC advertisers to craft their copy in the second person. That means addressing the end user with words like “you” and “your.” This has the effect of making the ads feel more personal, and it can also help the end user to feel more important. Basically, it helps them to see that your ad really is trying to help them address a problem or a question they’re dealing with.

3) Write to convey emotion.

The worst thing a PPC ad can be is boring. Rote, tired copy won’t inspire your readers to click or to take any further action. So, make sure your ad copywriting triggers some kind of emotion, usually linked to the pain point you’re addressing. For example, you may write to appease anxiety, to sympathize with anger or frustration, or to stoke the fear of missing out (FOMO).

4) Use numbers and statistics.

How can your ads stand apart from the competition? One way to penetrate the clutter of PPC ads is to throw in some numbers or statistics, which tend to be eye-grabbing. For example, if you have a car that’s 23 percent more fuel efficient than the competition, or a piece of software that’s guaranteed to increase sales by 45 percent, those are the kinds of things that can make for sparkling ad copy.

5) Address common objections.

You can also use your ad copy to address some of the common objections that users might have for buying your product or using your service. For example, if customers are worried that your product won’t work for very long, stress your warranty or guarantee. If they’re concerned about assembly, note that assembly is easy or that professional assembly is available.

6) Use all the space available to you.

Again, Google Ads doesn’t give you a lot of room to work with. You might as well use every square inch of real estate you have available, getting as much of your message out there as possible. So, as a guideline, just remember that with Google’s RSA ads they offer you thirty characters for each of your headlines and 90-characters for your descriptions.

7) Emphasize your unique value proposition.

If you’re working in a more competitive field, it’s especially important that you write copy that helps your product or service stand out. So, don’t waste your precious space detailing the things you have in common with the competition. Instead, place the focus on the features or benefits that are more unique to your product.

8) Use strong calls to action.

The CTA is a critical component of good PPC copy. Simply put, you need to provide your users with direction on what they should do next. Good PPC ad copy will usually conclude with some really potent verbs: Discover. Build. Save. Download. Join.

9) Go local.

Remember that local businesses tend to foster trust much more readily than huge, nationwide conglomerates. So, if you have a local business with multiple locations, you may want to start separate campaigns for each one, focusing on particular geographies.

Boost the Impact of Your PPC Ads

PPC ads can be hugely impactful for your business. One way to magnify that impact is with good copywriting. Another way? Work with an experienced agency to develop a robust strategy around your PPC ads.

At enCOMPASS, we love talking with our clients about the merits of SEM advertising. We’re always happy to tell you more, or to build a comprehensive strategy for your brand. Reach out to enCOMPASS Agency whenever you’d like to talk.