Ad copy is the language of SEM. Writing it is a delicate and artful process. SEM marketers need to choose the right words to make their points and send searchers down the purchase funnel. Ad copy is the haiku of SEM—simple, concise, and to the point. Here are the ABCs of ad copy; if you follow these guidelines you will be able to consistently create great ad copy.

A. Adjustments

The best search marketers can adapt to the dynamic requirements of the search world. If you want to consistently create the best search ads you can, you need to consistently adjust and improve. Keep your ad copy fresh and you will stay relevant across your search campaigns.

Search marketers often forget to change their ad copy once they create it. They move onto creating new ad copy and ignore the improvements they can make on their old copy. But if you don’t adjust to search query reports, changing prices, and searchers’ trends, your search ads might become obsolete sooner than you think.

As for adjusting your ad copy, you have two choices. You can set a schedule and manually adjust the copy every so often; then you test the adjustments, and implement the top performers. Or, you can use an automated tool that will adjust your ad copy for you. Adobe Media Optimizer offers one such tool that automates ad copy according to chosen keywords and even tests different versions of copy to product optimal results.

B. Basics

If you don’t know the basics, then you will certainly not be able to write effective ad copy. Before you start writing ad copy, you first need to understand your character limit. Ninety percent of the time, people who are new to the SEM world use too many characters in SEM ad copy.

If you’re using a language other than English, then you are even more limited with your character limit. Certain non-English characters take up more space than basic English characters.

A call to action sustains the health of your SEM ad. Without a call to action, you haven’t given customers a reason to click. Additionally, you are not sending customers down the sales pipeline, halting their progress at the SEM phase. To make the most out of ad copy, create clear and concise calls to action.

A basic rule for SEM is to take up as much real estate and be as eye-catching as you can. It’s more eye-catching to have capital letters, but it seems like yelling when you use all-caps. That is why copywriters use title caps—or a variation—by capitalizing the first letters all words except articles and prepositions.

Some search engines have the options of ad extensions and site links. If you have the opportunity—use them. They will allow you to use up more SEM real estate, and thus grasp more of your searcher’s attention.

C. Connections

Ad copy is just one part of the marketing machine. To generate the greatest marketing effect, you need to integrate your ad copy into the rest of your marketing campaign. Draw a connection between the copy in your SEM ads with relevant landing pages. Pay attention to the relationship of SEM ads and SEO results. Make sure there is a coherent and compelling call to action that leads to a coherent and compelling landing page. Use keywords that relate to your product, and reuse these keywords in your landing pages.

With such limited space, it might be difficult to connect ad copy with the rest of your SEM and marketing campaign. But if you pay attention to keywords and marketing relationships, you will be able to create a coherent message for customers.

Producing effective ad copy is a process that requires skill and creativity. Optimizing your ad copy will create more relevant ads for your customers and will increase the efficacy of your search campaigns. Remember to stick to the basics, understand marketing connections, and always adjust.