PPC ads are irrevocably important for brands and advertisers!
The necessity to have a multi-pronged approach to ads has become more pressing in the era of digital media. Earlier, traditional methods like billboards, pamphlets, TVCs had a very linear approach. It was a one-way communication. The brands would speak while the people listened. Digital media changed the entire machinery making it a very vocal exercise for brands and consumers to converse, criticise, express and exchange. From public spaces, ads percolated into the private space of a single consumer. This is where the significance of PPC ad lies. One on one engagement = easier conversion.
“Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.” Wikipedia
Evidently, PPC ads require adequate content and visual mix to create and sustain consumer interest in the long run. Before we delve into the depths of content appreciation that works best for PPC, let’s take a look at the different types of PPC ads that can be used to manifold reach and conversion.
| Search ads | Keyword based ads with higher conversion rates. |
| Display ads | Have much lower click price and low conversion rate compared to search-based ads. |
| Remarketing Ads | Ads targeted at consumers who have shown inclination to similar product of services earlier. |
| Video Ads | Over 85% brands use Video ads which have very high conversion rate. |
| Shopping Ads | Effective for product-oriented brands. |
| Paid Social ads | Ads on social media platforms like Facebook, Twitter, Instagram etc. |
| Gmail Sponsored Ads | Allows business to advertise on Gmail. Effective for B2B marketing. |
While there are many categories of PPC ads, in this blog we will focus on the best approach, format, call-to-action and process to be able to reach the best marketing outcomes.
If an ad sounds like an ad, then that’s the biggest mistake!
Advertisements influence the way we brand ourselves, every aspects of our life is dominated by the information that suits our personal context. Therefore if you want to write an arresting PPC ad copy, the first hurdle to remove is to make it sound like an ad!
How to write lead generating PPC ads?
1. Think of the approach, before writing an ad.
“Hungry? Bite into better things!” – Snickers
Unlike other popular brands who weave their narratives around a brand ambassador or a single protagonist, snickers championed the identity of a common human sentiment – Hunger! Through its timeless statement, “You are not you, when you are hungry” it knocked out all differences that divide human beings through the idea of satisfying hunger. ‘Bite into better things’ branched out from the seed thought and have complemented all the previous marketing stances. This approach bears testament to the fact that as advertisers our challenge is to go beyond the periphery of the obvious and into the personal. Everybody seeks inclusion. Everybody needs to feel good. Snickers is for everyone.
Unlike other popular brands who weave their narratives around a brand ambassador or a single protagonist, snickers championed the identity of a common human sentiment – Hunger! Through its timeless statement, “You are not you, when you are hungry” it knocked out all differences that divide human beings through the idea of satisfying hunger. ‘Bite into better things’ branched out from the seed thought and have complemented all the previous marketing stances. This approach bears testament to the fact that as advertisers our challenge is to go beyond the periphery of the obvious and into the personal. Everybody seeks inclusion. Everybody needs to feel good. Snickers is for everyone.
The snickers ad not only earned accolades in the commercial space but inspired a variety of digital media communication ranging from moment marketing to social story collection. The best thing about the entire concept is that it created a word-of-mouth mechanism for consumers at one go.
Therefore, how you approach the PPC ad copy is the most important part of the entire exercise. When thinking of approach, here’s a set of pertinent question that can help you filter down on your ad material.
– What do you want to say?
– Has it been said before?
– How then you can change the context?
– Will it resonate with the collective conscience of the consumers?
– Will it invite positive or negative reactions?
– Will reactions create more engagement?
– Is it inspiring?
– Has it been said before?
– How then you can change the context?
– Will it resonate with the collective conscience of the consumers?
– Will it invite positive or negative reactions?
– Will reactions create more engagement?
– Is it inspiring?
2. Form is as crucial as approach!
“The worse mistake a salesman can commit is to be a bore.” – David Ogilvy
The time span of a digital media addict is less than 2 seconds, research states. Thus comes the challenging part – how can you impress your audience right from the second they see your ad? Be more versatile. Use a video format!
The time span of a digital media addict is less than 2 seconds, research states. Thus comes the challenging part – how can you impress your audience right from the second they see your ad? Be more versatile. Use a video format!
Here’s why:
– Within the realm of digital marketing, videos are much more dynamic as they use a mix of visual and sound effects.
– 90% users find videos to be more useful in making purchase decisions.
– 76% people say they are more likely to share a branded video if it was entertaining.
– Within the realm of digital marketing, videos are much more dynamic as they use a mix of visual and sound effects.
– 90% users find videos to be more useful in making purchase decisions.
– 76% people say they are more likely to share a branded video if it was entertaining.
Example: Cred cards used videos to design their brand image first. All the cred commercials have adopted a smart and funny video approach to impress the viewers. Whether or not you switch to cred, you definitely can’t miss their brilliance in the advertisement space.
While the Cred club YouTube account has 119k followers, their Instagram handle only has 48.8k fans. Having established a huge fan following through their video ads, cred slowly shifted to static, image-based PPC ads.
Therefore, while being creative is important, the format or presentation plays an equally vital role in achieving the marketing objective in a PPC ad. Make use of Facebook story, Instagram reels, YouTube shorts to place your content under the spotlight of quick attention.
3. The ideal call to action for PPC ads
No ad is complete without a call-to-action. Call-to-action evaluates the outcome of an ad. As marketers we are not here just to sell products, rather our role is to help people decide which product to use and feel good about their choices. Weaving the ad content and call-to-action around a solution, therefore is crucial.
Example: Levi’s ads
Buy Better, Wear Longer.
What starts as ‘a value for money’ ad, ropes in a major social issue as the crux sentiment – ‘waste management’ targeted at young audiences. This fantastic ad does not promote Levi’s jeans, alone. It promotes a collective effort to ‘change’ our attitude, or indifference towards what’s good for the environment. “When you buy better, you wear longer, when you wear longer, you buy less, when you buy less you waste less”. Through this ad, Levi’s created a value system, a system which is both economic and environment friendly.
Here the call-to-action is not just to ‘Buy’, but ‘Change’ the way we buy!
Buy Better, Wear Longer.
What starts as ‘a value for money’ ad, ropes in a major social issue as the crux sentiment – ‘waste management’ targeted at young audiences. This fantastic ad does not promote Levi’s jeans, alone. It promotes a collective effort to ‘change’ our attitude, or indifference towards what’s good for the environment. “When you buy better, you wear longer, when you wear longer, you buy less, when you buy less you waste less”. Through this ad, Levi’s created a value system, a system which is both economic and environment friendly.
Here the call-to-action is not just to ‘Buy’, but ‘Change’ the way we buy!
4. Mastering PPC ad copies
“Read more, Observe More, Write more.”
The more we read, watch, listen and observe the more we learn, execute and improve. If you approach ad copy as a technical subject, then you may be missing out on the very essence of what makes an ad work. It is human connection. It’s that simple. Pro copy writers invent, they think and do outside the box. So never be limited by theories. Get out of your own way to explore the limitless options of conceptualising, writing and publishing a PPC ad.
The more we read, watch, listen and observe the more we learn, execute and improve. If you approach ad copy as a technical subject, then you may be missing out on the very essence of what makes an ad work. It is human connection. It’s that simple. Pro copy writers invent, they think and do outside the box. So never be limited by theories. Get out of your own way to explore the limitless options of conceptualising, writing and publishing a PPC ad.
Is your brand reach in digital media supported by result driven PPC ads? Connect with us at +91 9810665256 to grow exponentially.
