What I’ve Learned from Reviewing Thousands of Pay-Per-Click Ads

Since September 2010, I’ve been writing for BoostCTR, a company that specializes in PPC ad optimization.

During that time, I’ve written more than fifty “Win of the Week” columns and reviewed thousands of PPC ads as part of BoostCTR’s quality assurance.

Here are some of the things I’ve learned:

  • The single greatest reason why one PPC ad beats another is clarity. The clearer your ad is, the stronger it will perform.
  • The word “compare” is a powerful word. So is the word “free.”
  • Many writers don’t read carefully. Even experienced writers need help adhering to dozens of client-specific rules.
  • Some clients are extremely picky. Others are a breeze to write for.
  • A single exclamation point at the end of the first or second line of body copy almost always lifts response.
  • Dynamic Keyword Insertion (DKI) must be used carefully; it often backfires.
  • Just as in all forms of ad writing, you must be able to discern what the searcher really wants — and feature that in your ad.
  • Shorter words are almost always better than longer words.
  • Sometimes a creative, emotional approach will outperform a straightforward, cerebral approach.
  • The use of symbols (for example: & # @) often creates a lift in CTR.
  • Winning ads almost always include a call to action.

Have any PPC ad writing tips you’d like to share? Leave a comment below. Thanks!

-Ryan M. Healy

Ryan M. Healy

Ryan Healy is a financial copywriter and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like WordStream.com, SmallBizClub.com, and MarketingForSuccess.com.

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