Writing a perfect ad pitch requires less creative ingenious and more of a practical approach. Mainly there are two approaches – one, to make the ad rank, two, to make the ad a stand-out informative piece in the puddle of crowded, competitive digital space. But, no matter what approach you adopt, the bottom line is to connect with the consumers instantly.
Here are some simple tips to guide you to write a perfect PPC ad.
Ask the client for a straightforward brand story and the objective behind the ad. This step is crucial as it will help you understand the intent and design the perfect PPC ad. You need to know what you are pitching and why. Make a questionnaire and have the client fill out important information that might add value to the ad copy. Better to clarify than second-guess.
Spend time on research. Make a list of competitor brands and see how they are pitching their products to the audience. Refrain from using similar patterns. The study will help you understand the target audience and their reactions to competitor brands’ social media pages. Gain insight and use it to draft a good ad copy.
Make it about the consumer – draft a catchy, to-the-point headline, include product/service benefits, distinguish from the competition, insert qualifiers if any (for a particular group/community), sound honest and simple, and add well-researched keywords. It should appeal as much to a layman as it will impress a loyal follower. And don’t forget to include a call-to-action.
Make a list of interests that would appeal to you as a consumer. Remember writing an ad is not about showing off your creative skills. A perfect ad presents an ideal solution. To come to a solution, understand the problem and the inhibitions of consumers. Then, start editing your first draft accordingly.
Write longer drafts to encapsulate the entire idea. Don’t leave out any information. It is easier to shorten a draft than to work on a minimum choice of words from the start. Creating an elaborate narrative will help filter out the unnecessary information, and then you can refine the language.
When you think of copy, think of the visual as well. Collate the content and the design to understand how the communication can be highlighted without being loud and repetitive. You don’t need to be good at sketching; a rough inking will do. But remember to draw it out.
Trust your gut. The first copy is often the final copy, studies show. Instinct is a gift so never undermine it even when writing serious ad copies. Keep an open mind and explore the possibilities of working around two to three concrete ideas. Too many creative ideas can be confusing. So stick to two or a maximum of three ideas.
Check grammar, spelling, punctuation, composition before going live.
These eight steps will get you started on the right note of the basics of writing good PPC ads. To advance to a pro-level, you can subscribe to our blog channel and learn from our tips and tricks.
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