If you aren't already testing the copy you use in your ads then you will want to read this article to make sure you aren't missing an excellent opportunity to get more clicks and more business from your PPC ads!

Pay-Per-Click ads are the perfect medium for being able to quickly and cost-effectively test and tweak your advertising in order to maximise returns. Yet it is surprising how few people advertising using PPC actually take the time to test their ad copy in order to determine which text copy resonates best with their target audience.

Since your add text plays a big part in determining whether or not a searcher will click on it, or someone else's, it really is worth taking some time to create at least a few variations of your ad copy and test which performs best at both gaining clicks, but also in generating conversions.

For example, in the image above, which of the adverts (both for fictional product "blue widget") would you be more likely to click on?

Making Use Of Product Price

For e-commerce sites, including the price of the product is often a good way to rule out price sensitive shoppers who would normally click through your ad (costing you money), before deciding the price isn't for them on your website anyway. Of course, this can be a double edged sword, but if used correctly and in the right situations - for example when you know your product is the cheapest, or at least, highly competitively priced - it can be a great way of pre-qualifying traffic and keeping conversion rates and ad quality scores high.

Sell Your Strengths

Also be sure to include strong "action" terms, such as "Order Now", "Great Deals", "Free Delivery" etc. While seemingly obvious, the impact of including these terms, versus not including them can be quite significant. Don't be afraid to make note of any strong points you can promote about yourself, such as free shipping, great service, largest range etc.

Finally, don't forget to include some keyword terms in your copy too. These will help both with the position your ad is displayed in, in search results and also with your ad quality ratings which impact a variety of things, including average cost-per-click, ad position etc.

Don't Forget Your Keywords

For more on keywords and ad quality, see our previous tips on Using Negative Keywords to Improve ROI and Choosing Keywords: Where To Start.