Importance of Professional PPC Ad Copy Writing
Over the years, one of the important positions within an effective PPC campaign management team is the professional ad copy writer position. By having professional adcopy writing, a PPC campaign can effectively be improved on the metrics below:
CTR
A well-written ad can generate more clicks over the same number of impressions. So it effectively increases click through rate (CTR). The top-tier PPC search engines all give discounts on keyword cost-per-click based on good CTR.
Conversion Rate
A well-written ad if being written in a way that connects well with the content of the landing page can improve conversion rate. After the searcher clicked your ad, he is taken to your landing page. If the landing page matches well with your PPC ad, the searcher has a higher chance of buying your products.
Quality Score
We all know that quality score applies to keywords, however, PPC ads somewhat play a part on relevancy and quality score of the corresponding ad group as a whole. So the bottom line is that your ad does affect quality score.
Efficiency
It would be more efficient for a person to have a single role (ad copy writing). This arrangement allows PPC campaign managers to focus on other important details of their campaigns which involve campaign structure, keyword management and optimization.
Scalability
Many PPC campaigns fail to grow as expected, not because PPC strategists and campaign managers do not know what to do. It is mostly because they cannot scale up the campaign as quickly and as accurately as possible. Even if you are sitting with hundreds of thousands of relevant keywords, you will still have to create thousands of ads and review thousands of landing pages. This is only possible with a professional ad copy writer working alongside the campaign managers and PPC strategist.
Final Words
The bottom line is that paid search marketing is becoming more competitive and you will require effective copywriting talents to keep up in the competitions.
Posted on January 6, 2008
Filed Under PPC |
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[...] copywriter is mainly responsible for creating and updating text ads for PPC campaigns. Professional copy writing can greatly improve the CTR and conversion rate of a paid search campaign. A copy is the key role [...]