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Creating Effective Ad Descriptions

By Raul Quiroga

Keywords and PPC programs are just the beginning of your PPC campaign. Once you have the keywords that you plan to use, you have to begin putting them to work, and creating PPC ads is one way to do that. Creating a PPC ad is not usually too difficult. Each search engine or PPC company does it differently, but most have tutorials that walk you quickly through the ad process.

Creating an ad and creating a great ad are two different ways. Anyone can create an ad. And in some instances, that ad will work just fine for whatever purpose it was created. But if you really want to get the most from your PPC program, you should be skilled at creating great ad descriptions that quickly attract potential visitors and entice them to come to your site. It may seem like an easy task, but in truth it is quite difficult.

Being relevant is the name of the game when it comes to copywriting for paid listings, not only for your potential clients, but also to meet the stringent requirements of the search engines themselves.

Including your keyword in the title and description of your listing can augment your click-through rate and relevant listings are not only rewarded with more clicks from consumers but also with a higher position on SERPs.

Hereunder are some guidelines for writing effective ad copy:

Use your keywords – include your keywords in your ad can increase the efficiency of those ads.

Qualify your traffic- one purpose of your ad is to appeal to your target audience, while signaling to anyone else that your business would not be a good fit for their differing needs.

Record features and benefits – in your ad description, include at least one feature and benefit for the product or services that you are promoting with the PPC program.

Offer a call to action – including a call to action will definitely increase your conversion rates.

Stand unique – writing effective ads that stand out from others will give you a better chance of having an effective PPC program.

Austin SEO is an austin based search engine marketing agency offering expertise in web designing, search engine optimization, content development, online reputation management and more.

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Article Citation
MLA Style Citation:
Quiroga, Raul "Creating Effective Ad Descriptions." Creating Effective Ad Descriptions. 7 Oct. 2010. 20 Aug 2014 <>.

APA Style Citation:
Quiroga, R (2010, October 7). Creating Effective Ad Descriptions. Retrieved August 20, 2014, from

Chicago Style Citation:
Quiroga, Raul "Creating Effective Ad Descriptions"

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