Copywriting can feel low stakes. Generally, the person completing the copy isn’t the person responsible for the success of a campaign. But the copywriter’s main goal is to get the job done as quickly as possible. This is an incorrect attitude for normal copywriting, a field in which there is a huge amount of nuance and skill and success can be dependent on, or at least hugely impacted by the quality of copy. However, it is an even more critical error in PPC copywriting, where the nature of the copy has to be perfect or the campaign could be fruitless or way too expensive. So, let’s take a look at the six PPC copywriting mistakes that it’s vital you avoid making.
Clickbait is the opposite of what you want in this situation. The really fascinating thing that PPC does is it reveals a matrix that was previously not considered: a quality of click matrix. Getting clicks is not a sign of success; making sales is a sign of success. But when you’re being charged for the clicks, then it forces you to re-examine the age-old suggestion that any click is a good click. Some clicks, like those that are baited, are not just pointless, but costly. “Clickbait is a cheap trick that, in this instance, starts to become a lot less cheap. Many of the clicks generated from clickbait copy will be zero potential clicks, meaning people who were never going to be customers. Each of these zero-potential clicks costs you money”, explains Darryl Pears, marketer at UK Writings and Essay Roo.
So, make sure that your copy is not just clickbait but rather that it speaks to a relevant audience and attracts them as well. You have to pay for every click and this means that you would be wasting a lot of money if you don’t control the amount of pointless clicks you get. Be smart about this.
No Destination Explanation
One of the temptations with PPC copy is writing to secure the click and using language that helps target individuals who are likely to be potential customers. Whilst this is all good stuff, you’re missing a key opportunity which could be costly to miss out on. It’s important that you find a way to translate to your audience, through the copy, what it is that they are doing by clicking. This could be in the form of a call-to-action, but it can be anything you like in reality. It’s just an alignment of purpose with the click, so that the clicker sets off on their journey with some idea of where they’re ending up.
It’s important to tell them where they will arrive with this click. Of course, this can easily be translated into good and efficient copy. However, it’s also important to explain what you expect them to do once they arrive on said page. For instance, they are supposed to buy. You would write something along the lines of: Click here to get a discount or Click here to buy. This makes it clear to them what you want from them and what they need to do. If they are not interested in that, they can just walk away.
Inaccurate, misspelled or grammatically incorrect PPC copy is going to be a very quick way to either lose your audience or, worse, cost your company a lot of money. As much as it seems to be a basic part of the process, getting it right is vital. So vital that you might want to look to other sources for help.
Here are a few links to help you do just that.
Too Much Reliance On Keywords
Keywords, in the right hands, are incredibly powerful tools. But they can be grossly misused. In the early days of SEO, keywords ruled the roost, and went unchecked by most of the major search engines. However, we’ve evolved and have entered a different, far more subtle era, in which keyword abuse (stuffing your content with keywords to boost rankings and capture clicks) is now punished by both browsers and search engines. Don’t be unsubtle, use keywords appropriately.
Not Taking Risks
Some of the above tips might seem to imply that being risk averse is the right attitude to have. You definitely want to be intelligent about your PPC copy but it’s important you don’t limit yourself. By which I mean, just because it’s PPC, doesn’t mean you shouldn’t experiment sometimes. Before you try something you never know if it could be game changing.
This is where split testing works best. You can create a conventional PPC according to the rules and recommendations and then create an experimental one that contains something you wouldn’t normally do. Then publish them both and see which one will work the best in your case. You can’t know unless you test. The experimental ad might work better or it might be worse. It might attract equally as many viewers as the regular ad. So, test it out and see what works best. In any case, it can be a good thing for you. So, make sure that you do thorough testing before you make your decision.
Advertise What You Are Selling
Don’t advertise for the click, advertise the product. By advertising what your company is actually selling, rather than just being a portal to the website, you increase the likelihood of the clicks resulting in actual value for your company. “People like products and they like services over web pages. Just advertising the page where your product is sold can seem a bit like a scam. But advertising your product instead is a fun way to attract your visitors”, explains Michael Williams, a marketer at Boom Essays and Academized.
Whilst there is a fair amount that can go wrong with PPC copy, and with more serious consequences than normal marketing content, it is such an opportunity for you to get some really amazing results for your company with the right attitude.