Pay per click advertising is a online form of advertising all about numbers. Every little change or thing you implement into your campaign needs to be backed up by numbers, possibly through the likes of A/B testing or market research. One area that seems to get overlooked, quite a lot, is in the language you use in both your search advert and your landing page. There are an infinite number of ways you could inform the web user of the same information. However, some ways will be better than others to get the web user to interact and click. For this reason, here are some different language techniques you could use in PPC which will help to promote engagement and a conversion from the web user.
 
 

#1 Use of Power Words

Power words, as it states, are the most powerful words in the English dictionary. From using them, you immediately gain the web user’s attention more, increase engagement and generally portray your message better and more descriptively. People can understand power words much better which is another reason for a better engagement level with them.
There are hundreds of power words you can use in the English dictionary, with a quick Google to show you just how many there are. But, if you are feeling a little lazy, the five most powerful words in the English dictionary, according to Kevin Lee of Buffer, are:

• You
• Free
• Because
• Instantly
• New

If you haven’t included at least 1-2 power words in your search advert, a first step to improving your campaign would be to do this ASAP. It would also be beneficial to have a few power words in your landing page too.
 
 

#2 Emotional CTAs

Call to actions could have been a separate language technique to use in PPC. After all, you do not explicitly tell the web user what you want them to do until you use a call to action, such as ‘Buy this now’ or ‘Sign up for free today’.
However, the most effective CTAs in PPC tend to be the ones which induce an emotional response from the web user, since emotional responses immediately provide a greater level of engagement between the web user and the advert.
For example, you could be a second-hand supercar dealership looking to use PPC to gain exposure and a few extra sales. You could include a call to action such as ‘Buy a second hand supercar now’ or ‘Test drive a supercar today’. However, it is generally more effective to use an emotional call to action, such as ‘Drive away in your dream car today’ or ‘Find your perfect supercar’.
 
Ultimately, the way you portray information in PPC is of the utmost significance to the success of your campaign. Use language techniques such as the ones above and you are sure to improve your PPC performance.