Writing for PPC

To create a successful PPC campaign, content is just as important as management. To ensure each campaign boasts a pleasing click through rate (CTR) and cost per click (CPC) you need to make sure it is well targeted with relevant content. 

Your quality score helps to improve your campaign, which results in a lower CPC thus saving you money. The quality score is dependent on your keyword relevancy, ad relevancy, landing page quality and CTR. This is where good content writing comes in. The landing page needs to offer relevant product(s) or service(s) and contains all the keywords the campaign is targeting without it sounding too abstract and advertorial. You still need to sound like a human talking to your customer on a one to one basis, but the content needs to also assist in the campaign’s success. Long-tail keywords are often used to find this balance. For instance if your targeted keyword is ‘copywriter UK’ you can use ‘copywriter based in the UK’ or ‘copywriter in the UK’ in the copy.

Ad creatives are the next part of any PPC campaign that requires copywriting skills. It needs to be concise and get to the point quickly – you have a short sentence to send your message across to your audience. This can be quite dynamic content or sells a unique selling point (USP) such as ‘Free delivery’ or ‘Huge range’. It also needs to include a call to action (CTA), price whenever possible and relate to the copy you have provided for the landing page. Relevancy is key. 

Further CTAs can be placed in the extensions, whether it is a phone number, an additional landing page for a similar service or product. Normally CTAs on a PPC ad is a destination link to the relevant homepage where the customer will then convert.