Creating an effective PPC ad can seem overwhelming. What is it about your ad that will get the click over another ad? Or, at all for that matter? You have a limited number of characters to say everything you want people to know about your site or product.
With PPC, keep in mind that you are competing for CLICKS and that generally, the customer is not quite ready to buy yet. Your #1 goal is to get the potential customers to click on your ad, which should take them to your optimized landing page and guide them through your sales funnel.
Below are 3 questions to keep in mind when creating your ad:
1) Does your offer have appeal? The very first connection you need to make with a potential customer is establishing the relevance between the message of your offer and the motivations of the customers.
2) How exclusive is your offer? Is this offer (or an even better offer) available in other places? If you are promoting in a saturated market, there needs to be something that you can offer to distinguish you from your competition. This could be your level of expertise, offering free shipping/an exclusive discount, guaranteeing your service/product, etc.
3) How credible is your offer? Make sure that the claims you are making are believable. Substitute broad, sweeping claims (e.g. Best offer EVER!) for statements with specific facts/figures.