Ways to Improve Your PPC Ad

Man pressing a mouse's button

Pay per click marketing is effective wherever you are, whether your business serves just Denver or all of the United States. Simply putting an ad out there will not suddenly draw traffic to your site, however. You still need to work on it, particularly the wording, to get people to click on it.

Here are some tips when you’re setting up your PPC ads:

Test Different Formulas

Getting your first ad is the most challenging because you need to figure out what will work. Have at least three different variations for each ad group, and check the performance of each one. This will give you an idea of what people want to see from you. This, however, doesn’t mean you shouldn’t try other headlines in other ads.

Check Previous Ads

Improvement is one thing you should always strive for. However successful your previous PPC ad is, try to surpass it in your next one. Study the previous ad to make it happen–perhaps there is a need to change the wording or the format of the sentence? Perhaps it’s time to scrap the pattern and go with a completely new one. Perhaps you should go for a longer or shorter ad this time.

Use Word Variations

Action words are effective in encouraging one to act by clicking on the ad. However, you can’t have all your ads start with the same action word. Try variations and consider changing the format even by just a bit. Shortening the ad may help make it more attractive to people who don’t want to click on ellipsis. Effective ads don’t always mean using up the character limit. Economize with your words and see if that helps the ad perform better.

Certain formats seem to work better than others, but in the end, it still depends on the people’s decision to click. Think about your human clients instead of appealing to a non-human template.