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Tips for writing better ads to increase conversion rate

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I had worked in a KPO for almost 2 years in the past where they had a huge client that sells product on internet. I cannot mention the names obviously but can surely share my experience there.

The entire process was to create ads and track their performance through the company’s customized analytic suite. This involved creating both text ads for PPC campaigns and banner ads for PPC and affiliates.

One of the points was to make their real offers clear in their advertisements in order to improve conversion rates. Often many advertisers focus on attracting visitors through their advertising campaigns by writing appealing ads which can highly decrease the conversion rate.

The focus was to let advertisers know the real price and any special offers right in their ads. So if a visitor notices the ad, then he gets to read the real price and offer before visiting the website. It is likely that the visitor would go for purchasing the product directly from the landing page.

If there are multiple products with uneven prices. Then it is better to write the category of the product and the ‘Starting From‘ price on both textual and banner ads. That can give an idea to the visitor about the starting price range of the product.

On banner ads, you can even display discount offers or other special offers in a splash image. Try dividing the contents on the banners as

  • Title
  • Subtitle 1
  • Subtitle 2 (If required)
  • Splash Icon (If any special offers)
  • Offer Validity Date (If any special offers)
  • CTA (Call To Action , or button)
  • Exact Product Image (Important if you are selling products)

The more you display the information the more clear your message gets. Above points can be used to display all the basic information in a convenient manner.

If you are focusing a specific categories then it is better to display some of the available products for sale in a group. This can be done in any image editing software like Photoshop or Fireworks.

Writing the exact price, price range and the product name can highly filter the readers interests and give you targeted visitors. Often when advertisers try to get visitors by writing appealing ads can end up getting uninterested visitor due to the difference between the ad and the actual landing page content and offer.

Example of a PPC Text ad;

  • Title: Name of the actual product/type of product for sale
  • Description: Actual price and special offer if any/Starting price/Validity
  • Link: Direct link to the landing page

Three most important points are being cleared in this PPC ad. The product name, actual price and an offer.

It’s very likely that the people are already aware of the product the ad is about. For example if its an anti virus software then the title can be a line that defines the type of software (Anti Virus, in this case). Subtitle can have the name and version of the actual software like Norton 2010 or Quick Heal 2010 with its actual price.

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