ANATOMY OF A SOCIAL PPC AD
Now that we understand the science behind ad copy, we can apply this line of thought to crafting an
Effective social PPC ad. Let’s examine each element and the role it plays.
Headline
The headline is a very important element of a social PPC ad. Combined
with the image (more on this below), this is where your engagement with
the user begins. The headline should grab the person’s attention ad
provide a reason for reading further.
To write an effective headline, try using traditional PPC best practices.
Be relevant, direct, and to the point. However, you should also
experiment with more creative titles which have proven to be effective
with social PPC. Remember that the social environment is different and
you need to actively engage the user. It’s OK to be a little edgy and
provoking, but stay within the character of your brand. Try:
• Asking a question
• Provoking an emotion
• Stating a strong point of view
Image
A social PPC ad loses most of its effectiveness without an image. People
are drawn to visual stimuli and the image is very useful for helping to
break through the clutter. Ideally, the graphic should be relevant to the
rest of your ad and work in tandem with your title. However, this is not a
requisite for success and many good ads do not follow this formula. The
most important thing is that the image helps your ad stand out from
everything else and grabs a user’s attention.
Both Facebook and LinkedIn have similar color palettes with grey and
shades of blue making up the background landscape. To keep your ads
from blending into the background, avoid these colors as the basis for
your ads. Instead, use colors which are bright and vibrant. One good
technique is to pair contrasting colors together to create a visual shocking
image. Some advertisers even use a reverse color palette. Another way
to draw attention to your ad is to add a colored border to your image.
• Speaking to a particular demographic
• Using a catchy phrase or saying
• Incorporating humor
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