ETIP #217

4 Tips to writing effective SEM ad copy

4 Tips to writing effective SEM ad copy

Writing actionable SEM copy can certainly present its challenges but understanding what works and doesn’t, can make all the difference in the world when converting prospects into sales. Have you reviewed your SEM (organic and paid) content lately? Is it working? Let us help you with some tips on how to improve your search engine result pages or SERPs.

1.Competitive Landscape

Before you write your first ad, study the competitive landscape to inform your copy iterations for A/B testing. Understanding the SERPs can certainly place you one step ahead of the competition.

2. Writing to the search query

Just as you would create content that answers questions for SEO, paid search is no different. Rather than placing targeted keywords in the headline and the body, try to answer questions or define aspects of your product or service. Refer to your internal search results for a gold mine of context use.

3. Qualifying website searchers

When conducting keyword research; focus on specific, targeted phrases in order to ensure your ads attract qualified, relevant traffic. While CTRs will decrease, so too will the cost per conversion, which is the goal!

4. Failing

Every ad written will fail at some point because the headline wasn’t strong enough or the call to action compelling. Take a chance and test against completely new variations! By attempting to fail, you may find transformation from mediocrity to success!