Last month we posted a blog The Beginners Guide To Pay-Per-Click Marketing for the PPC novice. In it, we discussed the ABC’s of PPC. (Click here to give it a read if you haven’t had the chance yet!) In that article we got a bit more technical with defining terms, but what about the finesse of the more subjective side of this. Even when you get all of your numbers down, what do you write in those PPC ads anyway?
Basically, it all comes down to SEO. Search Engine Optimization (or SEO) is the basic concept of assuring your content appears high up on search engines when someone searches for something relevant to your topic. That means when someone types “underwater basket weaving” into a Google search bar, your company pops up on the SERP page before you have to scroll down – this is known as being above the fold.
So how do you know what will give you the best SEO? Well, that’s where your keyword research comes into play. Based on the findings of that keyword research, you can find what words or phrases are most suited to your industry based on what people are actually searching. Good keyword research will reveal an array of results based on relevancy to your brand. But you can’t stop there, you must now implement those words or phrases into your campaign. Use your keywords to help you write your ads. Using this method allows you to base your subjective copy on your objective keyword research. Intersperse the words throughout the headlines and descriptions for optimum results.
Always run at least a few ads at once to test them against one another – known as A/B testing. This will help you isolate even further what type of copy is performing best to give you the conversion you’re seeking.
