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Pay-per-click advertising is one of the best ways to funnel qualified traffic to your website. If you’re having trouble getting leads and sales from your campaign, there could be one huge factor in your way of turning all those clicks into conversions. .
Your PPC ad copy.
You read that right; just a few words can have the power to turn an okay-performing ad into a killer one. The first step? Understanding your user intent. From there you’ve got to pick just the right words—ones that match the user intent.
Don’t worry, there are a few indicators that tell marketers about a searcher’s intent, and by stringing together these signals and pairing them with words that encourage action, you can create ads that generate more clicks and lead to more conversions.
Keep reading to see what these powerful words are, how to use them, and a few examples of how to transform bad ads into ones that boost your bottom line. With this quick guide, you should be well on your way to AdWords ad copy success!
Words that Convert and Keyword Intent
It’s non-debatable in the advertising world that specific keywords can be categorized by user intent, meaning what they intend to do with the info that Google spits out.
- Informational search queries – user wants to learn something
- “How to plunge a toilet”
- “Where is the Google headquarters?”
- “What about Barb?”
- Navigational – searches performed to locate a specific website
- “Bed Bath and Beyond”
- “Blue Corona”
- Transactional – searches performed to buy something
- “Sale iPhones”
- “Plumber reviews”
- “Affordable honeymoon”
Over time, Google’s algorithms and search guidelines have picked out four main types of search queries:
- Know query, of which the purpose is to find information on a topic.
- Do query, some of which are Device Action queries (OK Google, open Candy Crush). The intent of a do query is to accomplish a goal or engage in an activity.
- Website query, when the user is looking for a specific website or webpage.
- Visit-in-person query, some of which are looking for a specific business or organization, some of which are looking for a category of businesses.
If your goal is ultimately a product or service sale, you’ll want to target commercial intent keywords. By targeting commercial intent keywords, you’re showing ads to people that have indicated they’re in a prime state to buy your product or use your service.
Pay-Per-Click Ad Copy Writing Tips
The right ad copy can make or break your ad. Think about it, there are around 900 words on a search engine result page. You, with a total of roughly 30 words, need to stand out and catch the user’s attention. Below are 3 tips to help you write better ad copy, with examples.
Ad Copy Tip #1: Be clear and specific
People read at a glance, if they can’t figure out immediately if your ad is relevant to them, they’re not likely to click. If you’re not clear in what you do, the people that click may not be qualified customers.
People are looking for a specific solution to their problem. The more detailed and relevant you can be to their search query in your ad, by mentioning the specific product/service/location/etc. that they are looking for, the more likely they will click and convert.
Ad Copy Tip #2: Tailor your ad copy to the industry
Remember, different industries have different words that indicate transactional intent. For example, in service industries, our PPC specialists see the highest intent with:
- Service-specific keywords and keywords related to service companies; for example, “ac repair” or “plumbing company”
- Location terms like city names or “near me”
E-Commerce is a bit different. The highest intent keywords include phrases like “buy now” or “on sale.” Start doing research into your consumer base and find out what trigger words most apply to your product or service.
Ad Copy Tip #3: Use numbers and statistics in your PPC ad copy
Numbers stick out in people’s mind. They’re easy to digest, and they’re definite facts. Another tip? Write out the exact number. It will stand out more. A few examples would be:
- 100% guarantee (money back, free returns, etc.)
- 50% off
- $59.99 heating tune-up
- 40,037 users and counting
Ad Copy Tip #4: Use calls-to-action
By including a CTA you’re telling the person what you want them to do, which can urge them into action. CTAs make it easy for users by telling them what next step they should take and can help qualify users.
For example if your CTA is “Get a Free Demo,” and the person isn’t ready for that step, then they probably won’t click on your ad and waste your money. Below is a great breakdown of the best CTAs from Wordstream:
PPC Words That Convert
Now, if writing were easy I’d be out of a job. Actually coming up with good words can be difficult, so I’m here to help you out. These 58 copywriting power words should help get you started. The list was compiled by Curtis Circulation Company, a leading national newsstand distributor of magazines, and Linda Ruth of Publishers Single Copy Sales Services, by studying best-selling magazine covers.
- Hot Special
- How to
Get The Entire List of 100+ PPC Words That Encourage Conversions By Downloading It Below
100+ Copywriting Power Words
Know Your Competitors: Where Does Your Company Stand?
You can’t beat your competitors if you don’t know where they stand. By doing competitive analysis, you can discover what keywords they’re bidding on and how much they’re paying. If you want to see your industry’s benchmarks and PPC statistics, check out this resource.
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod