Writing Ad Copy for PPC Advertising
Author: Roderick Coleman
Website: Pay Per Click Articles
Be it a beginner or an already established professional, the sole dream of every
businessman is to take their business to greater heights. And it wouldn’t be wrong if we
say that the foundation to reach that height is to follow a proper advertising strategy. A
well planned advertising campaign always aims to capture the attention of the potential
customer and convince them at buying their products. And all this is done within few
seconds.
To start with there are many websites which sell the same products or services as yours.
Now to stand out amongst them is a challenging job, as most of the beginners refer to
successful ad copy campaigns that offers the similar products or services as theirs own
and try to copy them. They just tend to change few of the words or paragraphs in the
existing content and try to re-present them to the customers. Such campaigns though may
drive huge traffic initially but they fail to increase the traffic rate or to tap into your
inbuilt consumers in the long run. Hiring a copywriter/advertising agency that will be
able to provide original content would do the trick here. The copywriting needs to be
done by following the basic ad-copy rules. They should write a keyword rich content that
would pave a way in getting the website on the top pages of the search engines.
Things to be kept in mind before writing advertising copy
• Read the ads that have been successful in offering same products as yours, read them
several times till you get a gist of it.
• Spend 80% of your time in knowing the pros and cons of the product you are dealing.
• Get to know what are the keywords used by the consumers that will lead them to your
website.
• Think from the point of view of the customer, why they should opt to purchase the
product from you, when there are several others who might offer the same at a
subsidized rate.
• Once you have a full fledged knowledge about your product, write a ad copy from
the point of view of the customer.
Apart from this there are certain rules that are to be followed while writing an
advertising-copy, these include:
• Attractive and eye-catching headline: it is the moat important part of any advertising
campaign as a small change in the way its written can bring inconsistent results

• Original and skillful content: according to UK advertising guru David Ogilvy,
“People do read (and listen or attend to) lengthy advertisements if they are skillfully
written”. So as discussed before, hiring the right firm/agent to perform the
copywriting task is half the work done.
• Good and attractive offers: Research on the successful ad campaigns, what is it that
make them the best amongst their competitors and try to offer something better than
what they do.
Conclusion
Following the above mentioned steps is all that you need to kick start your advertising
campaign. Therefore, the most important thing is to decide how to go about taking the
right move to propel your business.