Category List

Retail Marketing (1)
Marketing Channels (1)
Retailing (2)
Marketing Communications (4)
Student Recruitment (4)
CRM (1)
Target Marketing (1)
Advertising (1)
Webinar (2)
Marketing Management (1)
B2B Marketing (1)
Mobile Marketing (1)
Strategic Marketing Planning (3)
Podcast: Higher Ed (4)
Content Marketing (16)
Competitive Intelligence (2)
Direct Marketing (9)
eCommerce (5)
Marketing Tools (1)
Demand Generation (1)
Omni Channel Marketing (1)
Lead Management (8)
Marketing Planning (7)
Marketing Strategy (2)
Internet Marketing (1)
Digital Marketing (3)
Catalog Marketing (2)
Email Marketing (3)
Customer Acquisition (4)
Martech (1)
Marketing Analytics (1)
Sales Management (2)
Higher Education Marketing (55)
Market Opportunity Assessment (1)
Telemarketing (1)
Social Media Marketing (2)
SEM (2)
Marketing Connection (1)
Market Research (4)
Marketing (4)

Tag List

Website Design (1)
Differentiation (1)
Social Media (5)
Marketing Management (1)
Customer Service (1)
Higher Education (10)
Marketing (17)
Direct Marketing (13)
Direct Response (3)
retail (3)
eCommerce Product Development (1)
Database Marketing (1)
Telemarketing (1)
Marketing Promotions (4)
Content Marketing (11)
CRM (3)
Marketing Communications (8)
Strategic Market Planning (4)
Student Recruiting Campaign (1)
Marketing Assessment (2)
Key Metrics (1)
Merchandising (2)
Offer Development (1)
Customer Acquisition (7)
Predictive Modeling (1)
Lifelong Learning (1)
Creative (2)
Marketing Strategy (8)
Email Marketing (5)
Martech (1)
Email (3)
Post-traditional Students (1)
Product Development (1)
Call Center (1)
Student Success (1)
Multi Channel Marketing (3)
Adwords (2)
eCommerce (9)
Adult Students (4)
B2C Marketing (1)
Market Segmentation (2)
SMS Text (1)
Integrated Marketing Communications (1)
Student Acquisition (10)
Enrollment Management (3)
Sales (3)
Internet Marketing (4)
Marketing Planning (9)
Adult Student Retention (1)
College Retention (1)
Event Marketing (1)
Gen Z (2)
Student Nurturing (7)
Demand Generation (7)
Retail Marketing (9)
Data-Driven Marketing (1)
Competitive Analysis (3)
Advertising (5)
Competitive Intelligence (7)
Generation Z (1)
Marketing Research (3)
Consumer Catalogs (1)
Video Marketing (2)
Inbound Marketing (1)
Direct Response Marketing Product (1)
Media Buying (1)
Business Catalogs (1)
Campaign Planning (1)
Personalization (1)
Student Recruitment (25)
Sales Management (2)
Student Enrollments (1)
Market Planning Process (2)
Social Media (1)
Dave Freeman (3)
Business Development (1)
Student Retention (14)
Targeting & Segmentation (3)
Adult Student Recruitment (1)
Student Satisfaction (1)
Mystery Shopper Audit (3)
Lead Nurturing (11)
earned media (1)
Direct Mail (4)
Setting Goals (1)
Market Planning (2)
Direct Response Email (2)
A/B Testing (2)
Target Market (2)
DR Radio (1)
CMO (1)
Outsourcing (1)
On Demand Marketing (1)
Marketing Channels (4)
Affiliate Marketing (1)
Market Testing (1)
New Program Development (1)
Marketing Connection (1)
Lead Management (13)
B2B Marketing (2)
Lead Generation (18)
Market Research (8)
influencer marketing (1)
paid media (1)
Mobile Marketing (2)
Broadcast Direct Response (1)
Process Mapping (1)
Online Marketing (5)
Marketing Technology (1)
Omni Channel Marketing (2)
Digital Marketing (9)
Segmentation (5)
Market Opportunity Assessment (2)
Assessments (1)
Marketing Collateral (2)
Customer Retention (2)
Nurturing (1)
Market Analysis (1)
PPC Ads (1)
Data Analytics (2)
Market Intelligence (3)
Adtech (1)
SEM (2)
Selling (1)
Strategic Planning (5)
Marketing Media (2)
Sales Pipeline (1)
Podcast (2)
Cataloging (1)
Marketing Automation (1)
Personas (3)
Marketing Analytics (1)
Web Forms (1)
Revenue (1)
Customer Acquistion (3)
Marketing Tools (2)
DWS Associates Marketing (1)
Catalog Marketing (4)
Retailing (8)
College Recruitment (1)
Profits (1)
Content Markteing (5)
Search Engine Marketing (1)
Higher Education Marketing (21)
Marketing Audit (1)
Webinar (2)
Social Media Marketing (6)
Target Marketing (2)
Blog (1)
Millennial Marketing (1)
Thank you page (1)
Marcom (1)

Tag Cloud

Marketing Connectioninfluencer marketingStudent SatisfactionSearch Engine MarketingSegmentationPost-traditional StudentsAdult Student RecruitmentMarketing PromotionsWebsite DesignBroadcast Direct ResponseStudent Recruiting CampaignSetting GoalsLead NurturingProfitsMarketing MediaTargeting & SegmentationLead GenerationNew Program DevelopmentOnline MarketingProcess MappingPersonasretailGeneration ZMarketing ResearchCatalog MarketingCompetitive IntelligenceTarget MarketCustomer AcquisitionMedia BuyingEnrollment ManagementBlogAssessmentsDirect MailInternet MarketingCustomer ServiceAdult StudentsContent MarketingMarketing AuditCRMDifferentiationDemand GenerationMillennial MarketingRevenueOn Demand MarketingDigital MarketingSEMData-Driven MarketingEmailTelemarketingDirect MarketingCreativeMarketing ChannelsStudent AcquisitionDave FreemanConsumer CatalogsPredictive ModelingDatabase MarketingeCommerce Product DevelopmentPersonalizationEmail MarketingEvent MarketingStudent SuccessMarketing CommunicationsDR RadioMulti Channel MarketingSocial MediaMarket PlanningDWS Associates MarketingSellingPPC AdsSMS TextHigher EducationPodcastWebinarStudent RecruitmentStrategic PlanningThank you pageMartechRetailingMarketing ToolsMarket Opportunity AssessmentMarketing CollateralStudent NurturingSocial Media MarketingMarcomMobile MarketingCompetitive AnalysisIntegrated Marketing CommunicationsCollege RecruitmentMarketing AssessmentCollege RetentionMarket SegmentationOutsourcingAdult Student RetentionOffer DevelopmentHigher Education MarketingMarketingMarket AnalysisMystery Shopper AuditWeb FormsStudent RetentionNurturingB2C MarketingDirect Response EmailMarket IntelligenceAffiliate MarketingMarket ResearchB2B MarketingSocial MediaAdvertisingSalesMerchandisingAdtechStudent EnrollmentsGen ZMarket Planning ProcessOmni Channel MarketingKey MetricsMarketing StrategySales PipelineMarketing TechnologyDirect ResponseCatalogingMarketing ManagementMarketing AnalyticsCall CenterAdwordsInbound MarketingProduct DevelopmentLead ManagementRetail MarketingSales ManagementMarket TestingCustomer AcquistionData AnalyticsDirect Response Marketing ProductTarget MarketingCampaign PlanningeCommerceBusiness CatalogsStrategic Market PlanningLifelong LearningCMOVideo Marketingpaid mediaMarketing AutomationA/B TestingContent MarkteingBusiness Developmentearned mediaCustomer RetentionMarketing Planning


9 Tips For Writing Effective PPC Ads

May 29, 2018

Making a strong, positive first impression is key to generating an abundance of quality leads.  With PPC ads, you must grab their attention, clearly communicate your message and motivate qualified prospects to act – all within a list of restrictions that include character count limits.

Wondering how? Here are 9 tips that will help you.

1. Solutions.

Focus on your audience, specifically the unique benefits you provide them. The most common mistake is writing about what you offer when your audience is searching for a solution to one of their problems.

For example, in higher education, colleges love to lead with “Online MBA Program” or “RN to BSN Program.”

What about “Advance your career” or “Lowest Cost Award Winning Online MBA in the US” or “1 Year MEd.”

The first focuses on aspirational issues – but how many will search for a degree program based on those terms? Answer – few.

The most common terms will be program name and, if the person prefers online, they will most likely enter [ex] “online degree name” or “online degree name location” (Online MBA Baltimore).

That’s why the second headline works – it includes program name and modality. Having “lowest cost” and “award-winning” helps because it addresses concerns over cost and quality.

The third option works because it has the program name and the reference to “1 year” speaks to another common concern – time to complete the program.  The lack of insight into modality is a concern, however.

2. Clear and Concise

Write in a way that clearly, concisely using words the audience uses and understands rather than the jargon your business loves to use around the office.  This might make things a little tougher to get approved internally because it’s not written in your company’s/client’s terminology but, hey, the ads aren’t for them to read and act on.

3. Repeat. Repeat. Don’t Repeat.

Some repetition helps, too much is distracting and wastes space.  So, if you repeat a key benefit or offer, do so with the knowledge that a little goes a long way and too much of a good thing can kill you.

4. Call to Action/Offer

If you don’t tell them what to do next, chances are extremely high that they will not do anything.  “Click here,” “Learn more,” and “But now” are all strong, clear calls to action – and if you have time-sensitive offers, such as “Act Now! Offer ends at 5 PM,” use it because fear is a strong motivator!

Now, the offer is the fun part. 

What do you offer a member of your target audience that is in the initial stage of “Awareness”?

Or what about the person that is in the “Consideration” stage?

I ask because most PPC ads tend to be “Buy now!” and “Save 50%” – neither of which are appropriate for the people in “Awareness” and “Consideration” stages.

Bottomline, make sure the offer is relevant, unique and valuable based on the stage the individual is in at the present time.

Customer Journey


5. Keywords and Search Phrase


This is all about keywords and search phrases so make sure you are writing your copy based on keywords and that those keywords are used in the first or second headline.


And in the same vein, try to match the users’ search phrase too. (Yes, that does require tremendous insight into your audience combined with a little bit of good fortune – but the more you write PPC ads, and the more you study your audience, you will see this can be done.)


6. Qualify.


This is one that many will argue – but if you want high-quality leads, you better mention any basic requirements in the ad.  This could include price (knock off those price-sensitive buyers) or even age restrictions, experience etc.


7. Progression


You write the headline to motivate the reader to move on to the subhead. And you write the subhead to motivate the reader to move on to the first line of ad copy. And you write the first line of ad copy to…


You get the point. Headlines are crucial so take your time writing them, test them and always strive to improve them.


8. Proofreader


Have someone proofread for grammar and spelling – and then have someone (or a group) with deep knowledge and understanding of the target audience read it from the perspective of the target audience. 


9. Test. Measure and analyze. Modify. Repeat.


Life changes.  What worked today might not work tomorrow. Test. Always be testing.  Always strive to improve. There is no ‘resting on one’s laurels.’


Any other writing tips for PPC Ads?


What did I miss? Have you learned something that you would like to share?  If so, please leave a comment. (And if you think I nailed it – feel free to leave that as a comment too!) 

Tags: Digital Marketing, PPC Ads
Category: SEM

Fatal error: Call to a member function getUserUserBio() on null in /home/dwsass5/public_html/packages/problog/helpers/blogify.php on line 370