Are you starting to pay out more for clicks than you’re earning? If so, maybe it’s time to consider creating an effective PPC ad. I realize you probably spent quite a bit of time on your current ad, but if it’s not earning you a return on investment (ROI), changing your ad may be the key to success.
Writing the PPC Ad Headline, Description and URL
Your headline should be short (25 characters or less), attractive, relevant and include the keyword. Rather than focusing on the brand name or company name, the headline should grab the potential customer’s attention. In the example headline below, you’ll see a call to action as well as the benefit and keyword. I included the call to action in the headline instead of the description to leave enough room for the price and a special offer. Since PPC ads are short, you have to be as creative as possible.
After you create the headline, your next step is the description, which is usually two lines. Both lines of your description must not exceed 35 characters. For best results, include a few of the benefits of your product or service, and then leave room for the price and a special offer or freebie. Why the price and special offer or freebie, you ask? Let’s start with the special offer or freebie. Offering a discount or something free is, of course, an incentive to get the potential customer to click on the ad and buy (or subscribe to) what you’re offering. Yes, they’ll have to invest to receive the incentive. 
The best way to avoid paying for numerous clicks that don’t result in sales is to list the price of the product or service you’re offering. Many times — and I’ve done it myself — people will click on a PPC ad and immediately search the landing page for the price. If the cost of the product or service is more than they’re willing to pay, they’ll leave. If they know upfront how much the product or service will cost, odds are they won’t click the ad if they know it’s not within their current budget, which saves you from having to pay for a wasted click. 
The final part of your ad is the URL. If possible, the URL should also include the keyword.
Here’s a sample PPC ad that should earn you a ROI:
Get Quality Blog Content
Gain traffic and more for $50 per
post. 50% off your first order!
yourwebsite.com/blog-content.html
Your Landing Page
Creating an effective PPC ad can bring in more sales rather than just clicks, but if your landing page doesn’t reflect what you promised in your ad, you’ll be paying more for clicks than you’ll earn. To prevent this, it’s very important that you ensure your landing page has the price you stated in your ad as well as instructions on claiming the freebie or special offer you announced.
What tips do you have for creating effective PPC ads? Feel free to share examples and success stories.