Wording Local Pay Per Click Ads to Sell

Writing by Brick Marketing on Friday, 21 of December , 2007 at 3:02 pm

While your local pay per click ads may not actually be selling a product, they are selling the reader on the idea of clicking the ad to come to your site. However, you don´t want to spend too much money drawing in people who really have no interest in your business. That means you want to word your local pay per click ads very well.

Local pay per click ads have just two lines and a headline to get their point across, so you´ll need concise writing that gets to the point fast. Let´s take a look at the elements involved:

Headline
Your keywords need to appear in the headline, but this short sentence also has to be eye-catching. Without a great headline, your local pay per click ads will not work well. Having the keywords in the headline allows your ad to pop up when people perform relevant searches. For example, if you are aiming for the keywords “Chicago Bottled Water” those three words need to be in the headline.

Ad Copy
The two lines below the headline in the local pay per click ad are extremely important. Overly hyped words won´t work to grab people, they just sound spammy. Avoid using words and phrases like “Incredible”, “Unbelievable” and “Astounding”. They take up a lot of your word count and only make the ad look like a scam.

Instead, make an offer or solve a problem. You might want to divide your purpose and use the first line to state the problem (Are you suffering from obesity?) and the second to offer a solution (Try our free diet program). Letting people know exactly what to do (try, download, read) is a good way to get them to click on your ad.

Writing effective local pay per click ads can take a bit of practice. If you aren´t will to put in the time, you may want to hire a freelance copywriter instead.

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Category: Local Pay Per Click

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