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

A great example: ad copywriting, which plays a crucial factor in your companys success. Nowhere is this more evident than in PPC advertising, where you have little time to capture the attention of a potential customer.

Stop dwelling on audience targeting and all of the technical settings you can use. Its far more important to write ad copy that resonates with your customers.

Understanding the elements of a successful PPC ad include will:

There are five important PPC ad copy elements 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.

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 way to solve their problem (or even better, solve the problem free of cost!). Your ad copy should emphasize what problem youll be solving for the user.

While your customers want to solve their problem, they also want 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 doesnt 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.

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Anatomy of a Successful PPC Ad