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Jackpot! Four tricks to Writing PPC Ads with Absurd CTRs!

15 Mar, 2016 McKell Naegle

Are you struggling to get your click through rates above 1%? Are you unsure what a good click though rate even is?

Are you tired of writing the same generic ad copy for all your ads over and over? How about all of these rhetorical questions? Getting tired of them yet?

Here are four tricks you can implement right away that will help boost your click through rates:

  1. Use Dynamic Keyword Insertions

Dynamic Keyword Insertion

Dynamic keyword insertion is a clever little trick that almost always will outperform regular text ads. A dynamic keyword ad pulls the search term that a user types into the search engine into the headline of the ad. So, for example, if someone searched “purple gorilla costumes,” the headline of your dynamic keyword ad would read “Purple Gorilla Costumes.” If the user types in something that is too long to fit in a headline, the ad will show your default text.

The syntax to create a dynamic keyword headline is fairly simple. Use the {} brackets and type {KeyWord: Default Headline}. If you type “Keyword” (with the lowercase w), the headline will only capitalize the first word of the headline. Using a capital w (KeyWord) will capitalize all the words in the headline.

   2. Invoke Emotion to Stand out!

Emotion is a powerful tool in advertising! Perry Marshall has written a great deal of good content on how to capitalize on human emotions through your ad copy. Use headlines that will make people feel something! You should know your target audience but ask yourself how you want your target audience to feel! What emotions do you think would be most successful at converting them into customers? Split test your ads testing different emotions to see which one leads to higher conversion or click-through rates.

3. Use The Proper Formula

 That’s right, you thought that by going into advertising you would be able to avoid things like formulas, and strict procedures, didn’t you? Well, turns out that’s not completely true. Here is the basic anatomy of the best performing ads:

Headline: Should contain the keyword and some feature

Line 1: Should contain specific qualities or differentiating features, and the keyword again

Line 2: Should contain specific promotions and a strong call to action

Display URL: Should contain the keyword again (yoursite.com/keyword)

4.    Use Ad Extensions

Here is a screen shot of the top three ads I was shown when I Googled “best car accident attorney”:

site link ad extensions

Just look at all that real estate that Siegfried and Jensen got just by adding site link extensions to their ad! The top ad is taking up twice as much room on the page as all the other ads. You know what that means? Super high click through rates! They basically have two sub-ads below their main ad. Notice that they didn’t just add the site link extension headline but they also took time to fill out the recommended description field as well. That adds valuable space to their ad. Site links work best when you have three to six in your account. That way Google has more toys to play with in deciding which ones to show.

Call out extensions, review extensions, structured snippets, and call extensions are all great weapons for boosting clickthrough rates.

Ad copy can make or break your PPC campaign. Granted, it’s not the only important factor, but having good clickthrough rates can raise your quality score (which is made up of about 80% clickthrough rate, 10% ad relevance, and 10% landing page relevance), which in turn will improve your ad position and lower your cost per click. It also will help you gain more impressions and clicks, which means more traffic to your website!

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