Pay per click (PPC) advertising is a survival of the fittest. There are so many options, and so many advertisers fighting for the prime advertising space.
You have to fight to get your ad seen by snagging prime real estate. But that’s only the fight to enter the arena. Once you’re in the arena, you have to make sure you’re the strongest fighter.
In this battle, the strongest ad will be well written and fully optimized for the platform it will be appearing on. Display ads, search ads, and social ads all have different formats and will be seen by different audiences, where different types of copy will appeal to them. There are a few things that all online ads need, no matter what:
- A strong headline that grabs attention
- A value proposition (or a reason to click the ad)
- A strong call to action (what to do once the ad is clicked)
While there are a lot of pay per click solutions that include an account manager helping you write ad copy, there will still be occasions where you will need to do it yourself. Even if you have a fully managed campaign, it’s helpful to understand what your account manager is doing and why. This infographic from Onboardly explains several types of PPC advertisements and the most important aspects of each.