Writing Great PPC Adverts.

Choose carefully though, as some keywords will have high volumes of search traffic attached to them and could blow your budget really quickly. Try to stick to exact and phrase match keywords. Broad match is only likely to provide you with non targeted costly traffic.

The next step after research into keywords is the deciding the tone of adverts. Trying to connect with your target audience with the limited amount of space Google permits is difficult. The quickest and easiest way to get smart is to write two adverts, roll them both out and see which one gets to the finish line first. 100 clicks are usually adequate for the purpose of determining which one is the winner. Call it your 'control' ad.

Now write another ad. Do your best to make it better. Call it the 'challenger'. If it outperforms your control by 5%, you know you're getting the hang of writing great PPC adverts. You now have a new control.

Keep challenging your control until you achieve an ad that outperforms your original ad by 30%. This is the sweet spot as far as optimizing your CTR and avoiding spiralling cost per click costs.

If you're a newcomer to PPC advertising, you may feel a little intimidated at first by the tight restrictions Google places on you: only 25 characters allowed for the headline, for example, and only two rows of 35 characters each for the description. After a bit a practice, though, you'll see that this actually works to your advantage, because it's only a very few words that you have to worry about.

Also, there are just a handful of basic elements to address as you write your ad:

Put the keywords your customers are searching for in the title of your ad and, if feasible, work them into the description, as well.

Use common words, strong descriptions, and focus on benefits rather than features.

Include a call to action and be sure to check that you are sending your prospective customers to the correct URL.

Keywords, common words, call to action and correct address combined with relentless control/challenger split testing will serve you well in your quest for the highest quality score and the best-performing ads that make sales for you 24/7.

As you continue with your split testing, you can try things like capitalizing the first letter of the significant words in your ad and in your URL and see if that technique increases your CTR. If your prices are the lowest in your industry, you can experiment with including your price in your ad and see if that boosts your CTR. You might also practice creating a sense of urgency in your ads without relying on hype.

Alternatively, if the purpose of your ad is to generate leads, and if you are giving away a free report or free sample in exchange for name and email, you might test the word 'free' in your ad and see how that affects its performance.
 
As you do your micro testing and make your discoveries about what types of ads work best for your product or service, keep in mind that the ad text itself is only 5% of all that goes into an effective PPC campaign. Match types and everything that goes into mastering how to use them to best advantage is fully 40% of your campaign. The remaining 55% is made up of your keywords themselves, the ways in which you group them, your landing pages, your bidding strategies and other factors that you would be wise to be aware of as you practice writing great PPC adverts.