So much technical work goes into your online marketing that you may get lost in the minutiae. Sometimes it is easy to forget that creative advertising still matters.

For instance- ad copywriting, which plays a crucial factor in your company’s success? Nowhere is this more evident than in PPC advertising, where you have little time to capture the attention of a potential customer.

A successful PPC ad includes-

• Maximize profitability.

• Increase market share.

• Make more money.

• Decrease your cost per acquisition.

There are some important elements of PPC ad copy that will affect your prospects decision to take action and click through on your ad, and then once on your page to convert to a customer.

1.Perceived Value:

Your potential visitor is looking for a “solution” to their pain points. In fact, customers care about solving their problem, not necessarily buying your product. You must convince them that you will solve those pain points (support, new products, and services).

Saving money is a huge perceived value. Everyone wants to save money by finding a cheap or free of cost way to solve their problem. Your ad copy should highlight what problem you’ll be solving for the user.

2.Risk:

Potential customer also wants to guard against the risk of wasting time and money. This is why “risk reversal” is such an important element of your ad copy.

To help users guard against risk, you must convince them of the value of clicking on your ad and not wasting time by getting suckered in to something that doesn’t work for them.

At every step of the way, you want to reduce the friction of taking the next step. Convince users of the value of clicking on your ad, and you will get more relevant visitors.

You also want to help users guard against wasting their money by emphasizing free or low cost entry points.

3.Credibility:

Credibility is always at the top of your customers’ minds. Your customers want to guard against risk by choosing someone they know and trust. This is why branding is such an important investment for your business’s long term success. The best way to instill a sense of confidence and trust is by making users feel like they know you and like you.

On concluding with the optimization for these elements, you will get the clarity of your PPC ads. In turn, this will help you optimize the messaging on your landing page, as well as your other marketing channels. Your ad copy will lay the foundation for a marketing strategy that helps you better connect with your audience and ultimately help you make more sales faster.

Source: Searchenginewatch

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru”. He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.