GET YOUR PPC THERMOMETER CHEAT SHEET
Avoid the common mistake of treating all PPC visitors the same in terms of ads and landing pages you use.
Ever have writer’s block?
There comes a point where you hit a wall and your creative juices seem to have run dry.
Or maybe you’ve been writing PPC ad copy for quite some time and it feels like you’ve tried all things possible, yet your campaign’s performance results are plateauing.
A way to be super relevant to your visitor is to mirror their goal in your ad copy.
Think from your visitor’s perspective and write your PPC ad copy so it addresses their specific need and their specific stage in the buying cycle.
Then use those specific keywords in your ad copy.
Here’s an example of a group of keywords that reflect three different goals and three different stages of the buying cycle:
Don’t let your visitors think of objections on their own. Beat them to the punchline and respond to their objections before they even get a chance to dwell on them.
This’ll help reduce risk in your visitors’ minds and give you a chance to show off how you can resolve their issues in life.
Here’s an ad from Papa John’s that addresses any health food or freshness issues right off the bat:
This one’s especially useful for premium offers. If you have a premium product with a higher sticker price, include your price in your ad copy.
This will help you pre-qualify your visitors and not shock them with the sticker price on the actual landing page.
Including expensive dollar amounts upfront in your ad copy will cut through the non serious leads and prospects and attract visitors willing to pay the premium price.
Researchers at Carnegie Mellon University identified something called the Pain of Paying, where they found that people will spend money until it hurts.
George Loewenstein, one of the researchers of the study, described an electric moment:
“We were so excited when we got the results from the first scans, and saw that the insula, a section of the brain associated with pain processing, activated when subjects saw prices that were too high… It was an electric moment.”
Don’t add extra pain to your visitors by shocking them on your landing page with a high price that’s undisclosed in your PPC ad copy.
Also known as the buyer’s cycle, the conversion cycle and the action cycle, the decision-making cycle allows you to recognize and cater to different visitor needs.
It’s a way to segment out your audience so not all visitors are treated the same.
This is the conversion funnel framework we use when tailoring our ad copy:
By using a relevant tone or the voice of customer, you can appear to be more useful and more human with your ads.
Try being conversational. Here’s an example of a humanistic ad:
People behave differently on their mobile devices vs their desktops vs their tablets, so it can be advantageous to personalize your ad copy even more by segmenting across devices.
By focusing on device-based ads you can tailor your messages using mobile-specific ad copy to differentiate from the other devices.
Ad text customizers are an AdWords feature that allow you to create a text ad with a headline or description customizer specifically for mobile ads.
You can choose mobile or all within your AdWords standard attributes while setting up your ad customizer:
Ad extensions can help your visitors learn more about your services without even having to click. Plus, they take up more real estate on the search engine results page (SERP) so you’ll likely stand out more.
Here’s the ad that popped up at the top, when I searched for “after Christmas sales”:
There’s also the three site links below the ad, which expand on topics outside of what’s written in description line 1.
All that extra info creates more relevancy to the visitor.
You can control your PPC campaigns down to the city, so take advantage and reflect that in your ad copy.
Appearing to be local can help you be more relevant and familiar to your visitors.
Here are examples of flower delivery service ads near Irvine:
Writing your headlines with stats and numbers, like live inventory data or pricing, can help entice your visitors to your offer.
By including pricing, you get straight to the point and so do your visitors. They should already have a decent idea of what they’re willing to pay for something, so including an exact number can help them decide right there on the spot.
According to The Negotiation Experts’ Roger Dawson:
“People believe exact numbers more so than they believe rounded numbers. The Ivory Soap people learned this out decades ago when they started claiming ‘Ivory Soap is 99.44 percent pure.’ Obviously we wouldn’t challenge them if they told us that Ivory Soap was 100 percent pure; but the precise figure is subliminally more plausible.”
Plus, if you actually score an ad click, it’ll likely be from a qualified visitor who thinks your price point is agreeable.
Here’s an example where we included PPC ad copy for AskNicely that used exact numbers:
The headline is the most obvious part of your PPC ad, so take advantage and make every word count.
By focusing on your headline, you’ll be able to address the most important part of your ad. Your visitors are likely to notice and read your headline first and foremost, making your other ad copy secondary.
The reason for this is the serial position effect, where people tend to remember the first few and last few words (and likely forget about the ones in lost in the middle).
Here’s what it looks like in graph form:
By including your search term in the headline you can have the flexibility of appealing to a wider audience yet appearing to be more local and relevant to your visitors’ searches… right from the headline, the most prominent part of your ad.
Some people use keyword insertion to tailor their ad messaging to the specific searches their visitors are inputting.
Here’s an example:
Your CTA is your big chance to trigger an opt-in from your visitor. It’s your main opportunity to nudge people to click on your ad, so make it count and include your CTA in your headline.
You can use an actionable and specific CTA in your ad copy, so your visitors are explicitly aware about what will happen once they click on your ad.
Here are some examples of CTAs where the ad copy is keyword-rich, and provides value and a sense of urgency:
You can use the loss aversion psychology concept to create a fear-of-missing-out (FOMO) for your visitors. This’ll help your offer be even more irresistible.
Best situations to appeal to FOMO in your PPC ad copy are when you have sales, promotions or exclusives to offer in your ad copy.
Here’s a Snapfish example of a limited time discount offer:
By tapping into your visitor’s sense of entitlement you can make your ad copy all about your visitor.
Just like the psychology behind identity and feeling a sense of self and belonging, there’s a theory of self-interest you can take advantage of while copywriting.
People care about themselves and their egos, so focus your ad copy on your visitors. Let them know explicitly how your offer will improve their lives.
Make your visitors feel unique, special and important. Like this guy:
Be a man or woman of your word and deliver what you say you will in your ad. The last thing your visitor wants is to be tricked by tomfoolery.
This one goes beyond PPC and steps into conversion rate optimization (CRO).
If your PPC ad copy can’t message match your landing page, then don’t include the enticing tease to begin with. It’s a landing page best practice to message match and repeat your ad copy on your landing page.
If you offer free shipping in your ad copy, offer free shipping on your landing page. If you offer a free service in your ad, don’t just offer a free trial.
Here’s an example of ad copy that keeps only a half promise (which counts as a misleading trick):
According to Small Business:
“Perceived value is a more abstract measurement that represents how much customers feel a product is worth.”
How to get your perceived value message across?
Write ad copy that’s in your visitor’s language instead of your industry’s language. This can help you present your offer in a more credible way that reduces risk in your visitor’s brain.
When you speak in terms of industry jargon, your offer can come off as foreign and can make it more difficult for your visitors to grasp the benefit you’re trying to relay.
Bonus Tip: Tap into the total customer benefit when writing your PPC ad copy and weigh them against the total customer cost.
Whether it’s fear or negative consequences that you tap into, triggering pain in your PPC ad copy can be an effective way to engage your visitors.
It helps to create a sense of urgency and a more immediate need to resolve the issue or need.
Here’s an example of an ad that triggers pain:
If you have a product listing ad, you can build credibility through your star rating. You can also give satisfaction promises and show off industry awards.
Here’s an ad that has all three working in its favor:
Make everything in your ad copy about your visitor. You’ve heard this before.
By being customer focused in your ad copy, you can better convince your visitors to become customers.
It’s all about solving their problems and make their lives easier and better. Explicitly tell them how your benefits will help them.
Take a cue from Copy Hackers’s Joanna Wiebe and remove any copywriting that includes “we.”
“ ‘We’ is a bad, bad word in copywriting. You should reword every line of copy you have that begins with ‘we’.”
While you’re at it, remove those references to “I, us, myself and me,” too.
People don’t want to hear about you, even though you’re the one offering the benefit. They want to hear about themselves and how you can improve their situation and their lives.
Stand out from your competition and show off what makes your offer truly unique.
You can contrast this with that in your ad copy. Here’s an example:
Not only is it important to differentiate yourself from your competitors with your unique value proposition (UVP) and your USP, but standing out with your ad copy also has its major benefits.
Like with most marketing trends, the crowd catches up the new hottest tactic that worked like wonders starts to become the mainstream norm.
Don’t let this happen to you with your PPC ad copy.
For example, DKI is a useful automatic keyword insertion tactic that can drive clicks from your ad copy… but if nearly everyone in your industry space is doing it, you won’t be any different.
Check out what your competitors are doing with a manual search query and if their ad copy starts to drone on the same text, then you know it’s time to really stand out.
Choice fatigue wears on your visitors and makes them have to think more than they want to about.
According to Neuromarketing’s Roger Dooley:
Making a decision should be easy.
Don’t be the same as everyone else and write PPC ad copy that’s relevant yet different.
This could mean showing off product features, being super useful, or featuring a special offer in your PPC ad copy.
Regardless, make your ad stand out and let visitors know you’re giving them something exclusive.
Here’s an example of an ad for bridal shoes:
Stand out from the rest by analyzing your competition’s game plan and making yours better.
You can scope out not only the keywords your competitors are bidding on, but also the PPC ad copy they’re using. It can be worthwhile to view ads from historical competitors, too.
Tools like Ahrefs can help you check out these kind of deets.
In the Ahrefs dashboard, you first enter your competitor domain and look up the paid keywords, where you’ll see a report that looks like this:
Also known as the truth effect, the reiteration effect or the validity effect, the illusory truth effect is our tendency to believe that something is real or true after repeated exposure.
It might not hurt to repeat phrases or slogans from your brand in your PPC ad copy, just to bolster the idea in your visitor’s brain.
Let’s take a well-versed slogan and see how Red Bull incorporated this idea into their ad:
This one’s more of a PPC tip but certainly applies to ad copywriting. Remarketing Lists for Search Ads (RLSAs) give you the golden second chance of reaching visitors who have already been to your site.
Tailor your ad copy to this repeat visitor experience and include something they weren’t able to pick up on the first time – something that adds even more value to their experience.
Your visitors are already familiar with your brand and, from their first click to your site, have already made it known their previous intent and position in the conversion cycle.
Tap into this stage that’s one step lower in the buyer’s cycle and focus your PPC ad copy on that particular visitor need.
Bonus Tip: Blow out your competitor’s ad with an RLSA ad that has a better offer.
Here’s an example:
The more consistent your messaging the more likely your visitors will remember your marketing effort.
Take Nike for example. Their Just Do It campaign was consistently used for a straight 15 years.
Compare this with Reebok, who changed its slogan 14 times since 1897.
According to Marketing Week:
“Nike’s consistency seems to have paid off as, according to a US report by the Center for Applied Research, it was able to boost its share of the sports shoe market from 18% to 43% – from $877m in worldwide sales to $9.2bn – in the 10 years between 1988 and 1998.”
Take this historical concept and repeat your iconic slogans, core messaging across your ad channels.
Repurpose your marketing ad message in your social, display, search and remarketing campaigns.
As always, just be aware of your visitor’s intent and stage in the buying cycle. Visitors tend to behave differently in different channels.
In Google AdWords, you have a 35-character limit each in description line 1 and line 2, and a 25-character limit in the headline.
Not only are there character limits when you write and format your PPC ads, but getting to the point and being precise in your messaging can help your audience more quickly understand your offer.
According to Chartbeat, nearly 40% of visitors spend less than 15 seconds engaged on a page, which means people want their info and they want it fast.
To help get your point across more quickly, here are 10 techniques for more precise writing by Daily Writing Tips’ Mark Nichol.
Although Google AdWords doesn’t allow for all-caps to be used, you can title case your PPC ad copy and use appropriate punctuation.
Why title case?
Periscopix conducted a test in 2014 comparing ad copy with title case vs ad copy with sentence case. Here’s what they found out:
By including your keywords in your ad’s path (aka display URL), you’ll not only appear to be more relevant with a non-generic dedicated landing page, but it’s also another chance to flash your keyword.
This reinforces familiarity and relevance to what your visitor is searching for.
The more specific you are in giving your visitors what they’re looking for, the better.
Here are two ads that use the words “art” and “posters” in their display URL paths:
Using familiar call outs, impactful verbs, and twist on cliches can help write PPC ad copy that’ll attract attention.
Take these “workout clothes” ads for example:
…where the blank is they keyword. That way, when your visitors are searching for something comparable you can offer your bigger and better alternative instead.
Writing PPC ad copy that features questions can help you appeal to your visitors’ points of interest more quickly.
Here’s an example of how using a question hits right on the pain point:
Like everything in PPC and CRO life, test drive as many options as you can for optimal results. Experiment, A/B test and split test your ad copy, headlines, your price framing… test all of it so you don’t miss out on the ideal versions of your PPC ad copy.
Some things to keep in mind when testing:
Now that you have all these options to choose from, start blending in the tips to find the recipe that works best for your campaigns.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."