Chapter 7: How to Produce the Best PPC Ad Creative to Attract Prospects
Everything You Need to Consider When Embarking on a PPC Campaign
Chapter 7: How to Produce the Best PPC Ad Creative to Attract Prospects
Everything You Need to Consider When Embarking on a PPC Campaign
Creative
The benefit of clearly describing a strategy for your PPC campaign is that it can feed into and inform the creative. Particularly when it comes to building PPC adverts with our various structural considerations around where we place key points: header, ad copy, ad extensions – where does everything go?
In a nutshell, we want to do the following:
- Consider the objectives & audience
- Create text and visual adverts
- Create at least two of each advert to compare results
- Trial different call to actions (CTA) on your adverts
In practice, we also want to work on the following as a minimum to determine where to best communicate our message:
Title
our main click to action/s
(CTAs)
Ad Copy
the main content
Call Outs
25-character bullet points
Site Links
25-character links to specific pages
We typically craft all of this into a document first so we can ensure the right messages go in the right place. Typically, features and benefits work well in call outs and important secondary pages work well in site links, but given the limited character allowance, we sometimes have to be a little creative with how we best structure our ads.
Great advertising is built on great creative, so ensure you spend as much time here crafting solid advertising messages as you do on the strategic and structural elements of the campaign.
Free 30-Minute Consultation
If you have any questions or would like some advice, please drop us an email via the link below. We offer a free 30-minute consultation in which we analyse your requirements and provide you with a strategy to get started.
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