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Pay Per Click (PPC) adverts such as Google Adwords or Microsoft adCenter ads can help you generate plenty of traffic and sales, so wording is crucial in getting people to click through to your website. Below we’ve outlined some tips to help your ads succeed.

Price or features?

The first thing to decide is whether your ad will be price-led or feature-led. If you’re confident you have a great price for a product, then a price-led ad can be extremely successful and is usually the better choice. If you know for sure that you have the cheapest price for that product, don’t be afraid to say so in your ad. ‘UK’s cheapest’ is a phrase that attracts attention and is historically very successful; just make sure you actually do have the cheapest or you’ll have a lot of disgruntled visitors!

Mentioning exact prices can also work in your favour if you’re offering a low price as you’re likely to pick up customers who are doing specific price research and are closer to buying. Similarly, ‘In stock now’ and ‘Next day delivery’ often attract more clicks for physical products.

Feature-led ads are better for bespoke products and services (e.g. web design, gardening, baking), where you’re not offering something identical to your competitors. You may want to stress quality, or unique/unusual selling points (USPs). If you can, try to get across that your product/service has more features, or your website has a lot more to offer, which will pique people’s interest.