Ad Copy

Nationwide Marketing Company provides ad copy, search engine optimization and keyword analysis in an effort to increase web traffic. Ad copy is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay per click ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL.

Most advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads have been created for. The ad copy is an excellent way not only to describe where the advertisement link leads, but also to make the advertisement seem as persuasive as possible to any visitors who might be interested, as they have already searched for a particular keyword that has brought the ad up. The goal of your ad is to improve your brand's profile, compel customers to visit your site and turn them into buyers.

Some online advertisers think that the only way to penetrate into the consumer mind is to stand out by doing something overtly creative. But, there is a difference between just getting attention and actually driving traffic to your Web site. Some of the well-received creative ads end up costing tons of money and yield no real long or short-term benefits. If you choose this approach, be careful. Creative keywords and copy may appeal to certain demographics, but they don't appeal to everyone. You could be diluting your message, and more importantly the call to action. This could end up confusing potential customers or giving them a bad impression of your business and brand. Here are a few tips that could help get you started on your pay per click ad copy.

Tailor your message to the person reading the ad. In his article, "Target your Ad Copy for Better Results", Bill Hartzer gives a great example of a billboard he saw. The headline reads, "In Jail?" It then goes on and talks about how this particular bail bondsman will bail you out of jail. It also has the phone number and the name of the company. He then asked the question, "If you're in jail then would you really be able to see this billboard and take advantage of their services?" Most billboards aren't viewable from jail, so the answer is probably “no”. The headline would be more effective if it said, "Is your loved one in jail?" to target the ones who would be more likely to bail the jailed person out. Whether it's a billboard or a pay per click ad on a search engine results page or a listing in the organic search results, you need to tailor your message to the person reading the ad.

Think like a consumer, not like an advertiser. For example, if you're a buyer prospect searching for a condo in downtown Austin, TX, and you search on "austin condos for sale", you will be most likely to click on an ad that leads you to believe that you'll find a lot of Austin condo information on this site. "Austin Condo Specialist" is OK, but "All Austin Condo Listings Here" is more likely to get a potential customer's click.

Use the Search Term in the Ad Copy. Study after study has shown that using the actual keywords or phrase in the ad copy will increase clicks. It reinforces the idea that potential customers will find what they want to know about.

Don't take your visitor on a journey. Too many website owner PPC campaign links all go to the home page of the site. Instead, they should link directly to the page that has the item in interest for sale. For example, if you are selling a condo in Austin, TX, the ad should go to where you have your Austin, TX condo listings or at least an easy way for people to get to them.