People opening box of knowledge

Overcoming PPC Ad Fatigue

graphic of concept of pay per click advertising

Although long-running evergreen campaigns are known to produce consistent month-over-month results, it’s not at all uncommon to find diminishing click-through rates as ad fatigue begins to set in. Most marketers will tell you that identifying value propositions, audience research, calls-to-action, and writing concisely are (some) of the foundational starting points of writing ads. But how can a campaign overcome ad fatigue without essentially rewriting the same ad over again? Rather than simply re-phrasing existing ad copy, the key lies in exploring new writing styles and perspectives.

Writing In Different Styles

There are many types of writing styles to consider when attempting to overcome ad fatigue in your PPC campaigns. Just be sure to consider that not all writing styles are suitable for every audience and that each one is designed to achieve different marketing goals. With that in mind, these types of ads can help deliver similar messaging to your audiences while keeping ad copy fresh and interesting.

CTA-Based (Calls-To-Action): A strong, compelling call-to-action tells the reader which action to take next. Using action verbs and concise language in your ad copy encourages consumers to learn more about the information that’s being presented.

Benefits-Focused: This writing style focuses on the benefits and advantages of the product or service being offered, and could potentially be the solution to what the consumer is researching.

Urgency: Including a sense of urgency in your ad copy motivates consumers to make faster decisions, and usually includes a limited-time promotion or event such as “Offer Ends Today” or “Don’t Miss Your Chance.”

Question-Based: Including a question in your ad copy about common concerns or issues is a valuable way of breaking through the noise. If the question resonates with a user’s search, there’s a chance that the searcher will understand that the ad is speaking to them and addresses their needs directly.

Storytelling: Include a scenario or customer review in your ad copy that showcases how an issue was resolved through a company’s product or service.

Humor: Clever or witty ad copy has the potential to stand out and make an ad more memorable, but just be sure to stay consistent with your brand’s tone and messaging. This type of writing style isn’t always applicable, but when used correctly, it can be a useful way to break through the noise and invoke positive emotions from the consumer.

Emotional Appeal: Appealing to your customer’s emotions is another excellent way to make your ad copy personable and desirable. Apple’s product launches are an excellent example of this, and how a company can incorporate their customer’s emotions, desires, and aspirations into their copy. Consider how the company builds anticipation with its consumer base in the months leading up to the release of its new products, and how well the company understands the personalities of its buyers.

And Finally, The A/B Testing Phase

Writing effective ad copy depends entirely on the campaign’s context; there is no formula where “one size fits all.”  Campaign objectives, industry trends, and current events are likely to be a big deciding factor in how ad copy is written. And as always, be sure to brush up on your audience research and look into any questions you may have about them. Otherwise, if you already have a thorough understanding of who you’re writing for and their expectations, you should be ready to test out new ad copy in your campaigns and discover which writing style your selected audiences prefer the most.

In the ever-evolving landscape of digital marketing, mastering the art of PPC writing is crucial for crafting compelling and effective ad campaigns. Remember, continuous refinement and adaptation based on data-driven insights are the cornerstones of a winning PPC strategy.