When it comes to PPC ad copywriting, every little detail counts. Even spaces.
Here’s an example: Let’s say you sell stepladders. Or is that step ladders? Type them both into Google and you’ll likely get different results. Let’s see …
Ignoring the paid search ads, when I typed “stepladders” into Google, the top five results were:
- Amazon.com
- Grainger.com
- doityourself.com
- stacksandstacks.com
- icanhascheezburger.com
But when I typed “step ladders” into Google, here’s what I got:
- Ace Hardware
- Amazon.com
- Grainger.com
- Louisvilleladder.com
- ConsumerReports.org
OK, so what do organic search listings have to do with paid search listings? Well, nothing except that when you bid on a keyword, the specific keyword that you bid on is the page on which your ad will appear in the SERPS. If you bid on “stepladders” then your ad will appear with the first set of results; if you bid on “step ladders” then your ad will appear with the second set of results. The best approach, of course, is to bid on both keywords, but if you are under a tight budget then what do you do? You’ll have to make a choice.
Notice that some of those organic listings rank for “stepladders” but that the word in the description or title of the SERP listing is “step ladders”. That’s because those website optimizers did a good job of targeting both keywords, but you don’t have the space to do that in a PPC ad so you’ll have to target one or the other. The best way to target both is by using two separate ads – one for each keyword. See how a space in your PPC ad copywriting can make all the difference?
