Hints and Tips on Writing Good Pay-Per-Click (PPC) Ads for eCommerce

Many of us ecommerce merchants already know a thing or two about Pay Per Click (PPC). We pretty much know it’s a popular advertising model used on websites and that sometimes it works perfectly and other times… not so much. How can we really make sure that we’re using it correctly? Wondering what are some useful tips and tricks you can use to take advantage of it at its fullest?
 
First, let’s talk about the best approach for writing and formatting the ad text. As a basic rule, use well-written and clear language that revolves around the specific highlights of the product, this is a must! When possible, it’s important to add metaphors or “word pictures” that complement and enhance the ad. Phrasing your text as a question, telling a story with it or emphasizing an immediate or rapid result, works best.
 
Many companies use different techniques to attract customers depending on what they have to offer, for example…If there’s a free trial available, stressing the “try before you buy” proposition is a very good idea. If your ad is destined to advertise your product or service for a short time, challenging the customer to “discover or experience” it before time’s up could be an effective practice.

Here are a few quick tips:
•    Be creative
•    Create trust
•    Compare your product/service to another
•    Offer guarantees
•    Emphasize special offers
•    Use powerful words such as “how to”, “free”, “incredible”, “learn”, “save”, perfect”, “break-through”
•    … Just let your imagination go!
 
To optimize your use of space, whenever its necessary, abbreviate, use symbols and swap out words with a shorter synonym to make room for other text. Also make sure you highlight your special offers, in percentage, money, amount or “Free Shipping (Free S&H)”.
 
Effective ad texts that are proven appealing to customers include:

•    “Do you make this mistake?”
•    “The real truth about…”
•    “How to…”
•    “Tired of…?”
•    “The best kept secret is…”
•    “Are you aware of…?”
As you can see, it’s not difficult to use these texts to create a good-looking ad or even combine some of them to improve your results.  Think outside the box, it will surely pay off!