Writing ad copy for PPC can be a tough feat. The good news is, you don’t have to be a super-creative copywriter to whip up competitive ad text. In fact, following a pragmatic approach can be advantageous.
Here are a few simple steps that will help you to assess the competitive landscape and write ad copy that will stand out against your competitors’, regardless of your ad rank.
Do Some Competitive Research
Do some research to hunt down your real competitors. With paid search, it’s easy to put up your blinders and forget who you’re really up against. Don’t take the easy route and assume that your competitors are parallel companies within your space. With PPC, you may actually be facing a whole new crew of competitors.
Take a high-end shoe designer like Christian Louboutin. The typical competitors are other super high-end, luxury shoe retailers like Stuart Weitzman or Manolo Blahnik. For a print advertising campaign, Louboutin is probably focused on creating ads to compete with these companies. With PPC, however, they may actually find that they are up against discount sites that sell luxury shoes, department stores and even design-your-own shoe sites like shoesofprey.com.