MAXIMUM IMPACT – Ad Copywriting: Pay Per Click vs. Banner Ads
Maximum Impact – Ad Copywriting: Pay Per Click vs. Banner Ads
Advertising has been around in one form or another for thousands of years. Even during the Middle Ages, advertising was used for a variety of different things. Today, the means of advertising have changed, but the need remains the same. More and more companies and entrepreneurs have switched to using the Internet for a large part of their marketing, but they often hit a wall here. Online marketing is not the same as print marketing.
How do you increase the effectiveness of your ad copywriting?
First, the format of your ad will change, depending on the medium that you use. For instance, the ad copy for a banner ad will be very different from that used in a Pay Per Click (PPC) ad. Therefore, the first thing that you should understand is the constraints put in place by your chosen medium. Let’s use PPC ads as an example. PPC ads are some of the most prevalent and potentially beneficial options out there. However, if they are used incorrectly, they can be enormously ineffective. This can be a costly mistake.
How do you write effective copy for a PPC ad?
Remember – STOP SELLING. Do not attempt to sell through a PPC ad. There’s not enough space for that. You need to determine what sort of copy will make a searcher curious about your offerings – enough to click through to your site – without actually selling a product in your copy. You also need to include your keywords, in order to make your ad relevant. If it is not relevant, your rankings may make it difficult for your ad to be found.
This means that your PPC ads must be short, succinct and interesting. They must create a compulsion in the reader to find out what it is that sets your company or offering apart, what makes you the right fit for them. Now, contrast that with banner ads. These are large advertisements that occupy prime real estate on a website. They might be at the top of a page, the bottom of a page or almost anywhere. However, they provide you with a considerable amount of space for ad copy, for graphics and for selling. These are the ads through which you sell your product.
Banner ad copy can be creative, evocative, compelling and still make a sales pitch. It all boils down to space – that most important of elements. With the right amount of space, you can do anything. However, when dealing with ad space a bit more restrictive, your copy needs to be more creative.
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About the Author:
Jerry Spangler is a husband of one beautiful wife of 21 years. He is the Dad of 3 of the best kids any father could wish for, and one of his passions is being involved in their lives. For 15 years he served as a youth minister in the local church and loved every minute of it, but for the past 7 years he has grown a successful financial services practice helping thousands of people with their personal finances. As an entrepreneur, he has diversified his income with real estate and online marketing. As an author, he hopes that any information he shares will only help his readers improve their personal and business lives.
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