PPC Mistake 3

Mistake #3: Not enough ad copy testing.

There are 3 parts to effective PPC marketing: keywords, ad copy and landing page

1Keywords are essential to get your message (your ad) in front of your intended audience.
Ad copy is essential for convincing your audience to click and go to your site.
Landing pages are essential for convincing your visitors to take the action you want them to take.

Out of these 3 elements, keywords and ad copy are the ones that you can add/remove/test easily without bothering your web master.

Optimizing your ad copy is crucial for these reasons:

It will increase your CTR (Click Through Rate)
CTR is the main factor in determining the Quality Score (QS). High CTR leads to high QS which will lower your Cost Per Click (CPC).
When Google likes you, it will show your ads more often, thus more people will see and click your ads.

That's why it's VERY IMPORTANT for you to keep optimizing your ad copy.

Solution:

Always have at least 2 ad copies for each ad group.
Between them, change one element at a time: the headlines, the body, or the display URL. This way you know which element makes one copy better than the other.
Once you find a working ad copy, repeat the process. Always test new ad copy.