Category List

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

Tag List

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

Tag Cloud

SellingPersonalizationSales ManagementLead NurturingLead ManagementAffiliate MarketingProcess MappingCatalogingData AnalyticsMarket Opportunity AssessmentAdult StudentsAdult Student RetentionPredictive ModelingMarketing ManagementSearch Engine MarketingDemand GenerationCreativeMarketing MediaA/B TestingStudent Recruiting CampaignDR RadioretailWebinarMulti Channel MarketingeCommerce Product DevelopmentSetting GoalsNurturingNew Program DevelopmentStrategic Market PlanningAssessmentsMarketing AutomationData-Driven MarketingCMOBusiness CatalogsStudent SuccessCollege RecruitmentMarket TestingSMS TextRetailinginfluencer marketingCRMStudent RetentionCatalog MarketingMarketing PromotionsSegmentationCustomer RetentionContent MarketingInternet MarketingRetail MarketingEnrollment ManagementDigital MarketingMarketing AuditPost-traditional StudentsMarket Planning ProcessMarketing ResearchOn Demand MarketingMillennial MarketingBlogWebsite DesignB2B MarketingMedia BuyingGen ZHigher EducationMarketing StrategyProduct DevelopmentMarketing AssessmentProfitsDirect MailTarget MarketMarcomStudent NurturingOnline MarketingEvent MarketingMerchandisingTargeting & SegmentationOmni Channel MarketingDifferentiationeCommerceCustomer ServiceAdvertisingStudent AcquisitionB2C MarketingGeneration ZPersonasDirect MarketingBroadcast Direct ResponseMarketing AnalyticsAdwordsMystery Shopper AuditHigher Education Marketingpaid mediaMarket PlanningDWS Associates MarketingWeb FormsMarketing CommunicationsLifelong LearningContent MarkteingDirect Response Marketing ProductTelemarketingOffer DevelopmentRevenueConsumer CatalogsDatabase MarketingTarget MarketingMarketing ToolsMartechDave FreemanSEMIntegrated Marketing CommunicationsStrategic PlanningMarketing TechnologyDirect Response EmailSocial Media MarketingVideo MarketingStudent RecruitmentCustomer AcquisitionBusiness DevelopmentDirect ResponseInbound MarketingStudent SatisfactionMarket ResearchCall CenterStudent EnrollmentsSalesAdult Student RecruitmentMarket SegmentationAdtechPPC AdsCampaign PlanningMarketing CollateralOutsourcingMarket IntelligenceEmail MarketingCustomer AcquistionSocial MediaMarketing Connectionearned mediaCompetitive IntelligenceMobile MarketingEmailCollege RetentionKey MetricsThank you pageLead GenerationMarket AnalysisSales PipelineMarketing ChannelsMarketing PlanningCompetitive AnalysisMarketingPodcastSocial Media


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