Ad Writing for Conversion Optimization

As part of my consulting work at a marketing communications and advertising agency, I had the responsibility of training a marketing coordinator in the task of SEO copywriting. That’s because there is sometimes too much work for me to handle all their clients’ needs for SEO writing - clients such as CIBA Vision, Nissan, BASF and others.

I have written both PPC (pay per click) ad copy for them (Google AdWords) as well as organic SEO for their new websites and optimized landing pages.

I gave my trainee her first assignment: To gather up client information that pertains to this particular new campaign, as fodder for the page she is going to write about one of their products.

Conversion Optimization

It is a straight landing page for a Google AdWords campaign, so all the best practices in Conversion Optimization apply:

• Using the keywords selected for the AdWords campaign in the main headline, and secondary headline if at all possible (H1 and H2)
• Using those keywords, and related phrases, in the body text - including keywords in the anchor text for the first hyperlink shown (in first couple of paragraphs)
• Messaging consistent with that of the Google ads
• Graphic design and layout that follows eye tracking patterns
• Optimum placement of an Offer or other Call to Action (CTA) items - e.g. Sign Up Here
• Value-add apparent above the fold

There is a lot to keep in mind when 1) researching keywords 2) using these keywords to write effective ads and 3) using keywords and call to action on the landing page that the person who clicks on the ad goes to. But to do all three aspects well, and in alignment, is the only way to get good or great conversion rates for your ads.

How is the conversion rate of your ads?