Have you been running the same ad copy for months? Possibly even more than a year? Are you seeing your CTR (click through rate) drop? If you answered yes to any of these questions, then it is probably time to refresh your ad copy. I know that refreshing ad copy can be a challenge — How do you find inspiration to write new ads around the same old products and fitting in everything you have to say into a 25 character headline and two 35 –character description lines, can be a daunting task. New ad copy is a must in keeping your PPC campaigns relevant, as well as maintaining your ad rank and quality score.
If you’re still not feeling inspired, here are a few tips on how to tap into your creative juices and write some killer new ad copy.
Don’t Go It Alone
It is common to run out of ideas if you have been working on the same account for long periods of time. This is what your team is for! Pull in a colleague to take a look at the account and offer up new ideas and concepts. Often times, a fresh set of eyes or a new perspective is all you need to be inspired.
Update Your Ad Extensions
Ad extensions, like sitelink extensions and callout extensions, not only allow you to take up more real estate on the page, but they affect your ad rank (where your ads show on the page and whether or not your ads are eligible to show). If you are struggling to find ways to refresh your current add extensions, look no further than your current offers. Do you have new promotions, specials, clearance or seasonal items? Add those, but remember to pause them once the offer has expired. Keeping up to date and relevant is imperative!
Watch What Your Competitors Are Doing
Looking at what your competitors are doing can’t hurt! Look at their social media pages and who they are targeting, because they are your target audience, too. Like a competitor’s page, and watch how their audience interacts with their posts and ads, and use that to your advantage when writing your new ad copy.
Type in your own keywords and look at the ads that show up on the SERP (Search Engine Results Page) alongside yours. Perhaps there are keywords in your competitors’ ads that remind you of your own differentiators. It’s ok to view your competitors as inspiration!
Think Outside of the Box
Be creative! Think of other ways to describe your product or offer. If you have a new product or offer, try using words like “latest,” “just out,” or “cutting edge” to make your ads stand out. Writing ad copy doesn’t have to be boring, make it fun! Try new ideas.
Writing new ad copy is like putting together a puzzle. Start with an idea, and expand on it. Write things down, get other’s opinions, and start putting together the pieces that work and your new ad copy will be pieced together before you know it.