Pay Per Click Writing Tips | Google Adwords Education Marketing | Blog
Higher Education Marketing

Pay Per Click Writing Tips

Date posted: February 4, 2011

The Internet was abuzz last week with a Pay Per Click ad that appeared in a Google search results page:

Whether or not this humorous ad was intentional or not, it does illustrate the importance of ad copy and keywords for any Pay Per Click campaign you undertake.

With that in mind, here are some tips to writing great Pay Per Click ads:

• Keep keywords separate.
Keep your keywords focused and specific. Grouping together multiple keywords can backfire.

Create keyword-rich ads.
This probably seems obvious, but you’d be surprised how often people slip up. Make sure your keywords appear multiple times.

• Write a great headline.
The headline is probably the most important part of your ad, so make sure you take the time to craft (and test) a headline that best grabs attention.

Use capitalization.
There are no hard rules as to how you should capitalize, but playing around and testing different uses may help you find a winning combination.

• Use call-to-actions.
Because space is limited, call-to-actions may not always be possible, but test them anyway. Sometimes just asking people to do something can be very effective.

• Check spelling and grammar.
Nothing can undermine your ad’s credibility like poor spelling and grammar. Take the time and double check the copy.

• Ensure that the ad and landing page correspond.
Make sure that your ad is relevant to your landing page. If someone clicks on an ad, they expect to find it when they click through. Give people what you promise and your conversions will rise. Confuse people and they’re out of there.