Writing Ad Copy that Pre Qualifies Prospects

Writing Ad Copy has never been a more useful skill. Ad costs are rising seemingly on a daily basis and conversions are getting harder to come by. For these reasons, we need to make sure that we are attracting the right visitor to our landing page. This starts with our ad copy.

When we launch any PPC campaign we should keep in mind what it is that our prospect wants. This is different for every market so if you can't answer this question then you have a lot more research to do before you even think about spending a dime on PPC.

After we have done our market research and are ready to launch our PPC campaign, we first need to consider the headline of our ad. In writing ad copy, our headline is going to be extremely important in attracting our prospect's attention. This is especially true on the content network which will discuss in detail later. If you are advertising on the search network, in most cases the most important thing is that the headline contains our keywords that we are bidding on in the search engines.

Since people are already looking for what you selling, having the keyword in the headline is usually enough to get their attention especially since Google will bold the keyword that you are bidding on if it is in your ad copy. Always remember this when writing ad copy. Remembering that your headline must be 25 characters or less, if the keyword is short enough, then you may have some room for a little creative experimentation. For example, you can add a questions mark at the end of the keyword or say things like "get keyword here" or "keyword scam?" or "looking for keyword?" etc…Get creative here and test everything that you can think of. Using the keywords in writing ad copy is also important to Google as they will see your ad as more relevant and give you a lower cost per click. We will be discussing this in more detail in future posts.

Once we have established our market's emotional hot buttons and have written our headline, we need to think about the biggest benefit that our product offers. In many cases, this should be our description line 1. For example, if we are selling a product on how to make money online, we will want to emphasize that this product will give you the lifestyle that our prospects have always wanted. We don't want to confuse them here. Do not tell them what the product is. Your prospects are most likely looking for an ebook, but rather they are looking to live the life of their dreams. This should appeal to their emotions as well as accurately represent the product. If you are selling a dog training book, then do not tell them it will make them rich. You will get clicks but people will not buy from you since they are not in the mindset to purchase a product on making money. This will do nothing but waste your money. In summary, be creative, be truthful, and appeal to your prospect's emotions.

Description line 2 simply needs to be strong call to action. Using scarcity can also help here. Always remember when writing ad copy, to accurately represent your offer! We are not just trying to get clicks but qualified clicks! Putting the desired action that you want the user to complete on your landing page is also helpful here. For example: "Enter Email to Get this for Free!". This is a call to action and also tells them what we want them to do once they end up on our landing page. Putting the price in the ad also can help to prequalify people and deter freebie seekers who might waste our money. For Example: 

"This Can Be Yours for Only $35!" Notice how this is a call to action as well as specifies that a purchase is required on the landing page in order to get the benefits of your offer.

In summary, when writing ad copy, always remember to accurately represent your product or service, appeal to people's emotions, use your keywords, and provide a strong call to action. Calls to action that specify what the person should do on your landing page are the best.

Mason Tanner is the PPC Marketing manager at Dot Com Secrets. He enjoys helping others make more money online by increasing traffic while lowering costs. His tips are perfect for people that are on a budget. Make sure to visit his blog at Writing Ad Copy