Kick-a** PPC tips recap: ad copy

Published: June 24, 2013

Author: Molly Shotwell

In case you missed it — and there’s probably no way you caught all 100 — we kicked off the year with a #100PPCtips100days series on Twitter, and we’re recapping them by category for you each week! (Note: click on each tip to read an expanded blog post.)
Today’s installment: kick-a** ad copy tips!
Tip: Make sure your ad copy is consistent with your landing page messaging.
Tip: Take advantage of any and all ad extensions applicable to your account.
Tip: Ad text and landing pages should replace technical features with user-friendly language.
Tip: Ad copy should appeal to fear, exclusivity, vanity, or greed (or all of the above).
Tip: Make sure your ad copy specifically detracts the wrong clicks in addition to attracting the right ones.
Tip: Ideal call to action: one-word desired action + timeline (e.g. Buy Today!).
Tip: Check competitors’ ad copy and tell users what makes you different.
Tip: Lesser-known brands should always appeal to the user through benefits.
Tip: In Facebook ads especially, target your tone to your demographic.
Tip: Limit run-ons and misspellings to your highest-volume keywords.
Tip: Repetition is disallowed in ad copy – except when you use DKI.
Tune in for next week’s tips recap: AdWords features!