There’s a real knack to creating great [tag]PPC[/tag] [tag]ad copy[/tag] and it’s an unappreciated art, though there’s a few lessons [tag]copywriters[/tag] could learn from the lonely heart pages of their favourite newspaper.
Last of the big spenders – via flickr
Those few characters have to work really hard to convey why the visitor should click your ad rather than the plethora of other options, so it’s important to get them right.
Stand Out – you only need to look at the dense type face of the lonely hearts page to realise that you have to stand out. It’s the same as PPC, you might have the same character limits as your competitors, but that needn’t mean you text has to be identical. If everyone is using similar ad copy that’s the perfect chance to do something different, there’s plenty to be gained from taking some risks.
Make Every Letter Count – characters are at a premium in PPC adverts so try not to waste any and lonely hearts are no different. If you find yourself with extra characters at the end of a line change your word order or syntax and squeeze an extra word in. Lonely hearts make use of abbreviations like GOSH and there’s no reason why they couldn’t work just as well in your campaign. The more they know about your company, the more likely they are too click.
Show Personality – television, print & radio advertising aren’t always deadly serious and nor should PPC advertising. Make a joke, seem friendly and at the very least show your advert was written by a person and not a machine. Some of the inventiveness shown by the lonely heart advertisers is staggering & inspirational. Your ad copy doesn’t just have to be a description of your product; it can be adventurous, enigmatic or even evasive.
Don’t Seem too Desperate – you know the PPC adverts, shilling their discounts, free shipping & how desperate they are for your custom. Everybody likes a bargain but remember how it reflects on your brand.
Remember People are Skim Reading – people aren’t paying 100% attention to your ad so keep it simple. Your lucky if they read your headline so make it eye catching, relevant and intriguing. If they don’t read your headline they won’t read the copy and they’ll never click the ad.
Don’t Oversell – the last thing you want is someone if you were responding to a lonely heart ad is exaggeration, and it’s the same with PPC. Don’t promise hundreds of products when you only have a few and don’t say you sell exactly what they searched for when you don’t. It’ll be a wasted click and they leave with a bad feeling about your brand.