Composing and creating the perfect search advert, well, it does not exist. There is always room for improvement with a PPC campaign, it is just a matter of time, money and cost. Saying this, there are certain elements which can contribute to a search advert gaining the best click through rate, whilst promoting your brand and image. Here are five elements which contribute to a successful PPC search advert.


Call to action in Title and Description

Call to actions are one of the easiest and effective ways to improve the click through rate (CTR) of a search advert. In essence, the call to action is guiding web users to exactly what you need them to do to convert. If web users are more likely to know what they should do, and how they should interact with your advert/PPC campaign, they are more likely convert for you.

With this, it is a good idea to include a call to action in your title and description, one of each. If you use call to actions anymore than that, you put at risk your search advert forcing the message across.


Brand/URL at the End of Title

If a web user does not click onto your advert, that shouldn’t mean you don’t benefit. This is why it is a good idea to stick the brand or URL of your company at the end of the title, such as ‘|’ for this website. This allows the brand/URL to become more recognised with the contextual search phrase the web user is searching. If you do this over time, you will be improving the brand awareness of your…

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