Improving Ad Copy Conversion - #seopodcast 226

According to this episode, the headline is the most critical element. If you are getting high impressions but low clicks, the headline likely needs tweaking because it is the first opportunity to communicate what a user will get when they click your link.

The hosts suggest that for PPC ads with limited space, it is better to address objections on the landing page rather than inside the ad. Once a user clicks, they should immediately see the benefit restated and then have their likely objections addressed through video, bullet points, infographics, or other formats.

Power words like 'free,' 'instantly,' and 'new' draw attention and make ads more compelling. The episode also recommends matching the action word to what you want the user to do, for example using 'download' instead of 'get' when promoting a white paper download.

The episode advises reconsidering the offer itself. The product or service being promoted may not be competitive, or a competitor may be executing it better. The recommendation is to review your offerings, create something new, and then A/B test multiple offers.