When writing any type of text ads or copy for pay-per-click ads (PPC), it’s imperative that you are cognizant of how to optimize your ad copy. In order to get targeted clicks on your text PPC ads, keep the rules of marketing online in mind as you create the copy. Writing online advertisements is very different from writing print advertisements. It’s important to understand the different concepts.

1. Know your audience – As with any type of marketing, you need to know your target audience. Understand their needs, desires, and fears. If you can do that, it’ll be easier to create powerful text advertisements for your PPC.

2. Understand negative keywords – In the “back end” of creating your keyword ads, understand the search terms you do not want to pay for and negate them. For instance, if you are a dentist that only serves adults, ensure that you set the account NOT to return results for “child friendly dentists” by negating the words “children”, “child friendly” etc.

3. Follow Bing ads editorial guidelines – Read through all the Bing ad editorial guidelines so that you won’t waste time being refused for your text ads. Not only that, they do offer some great tips and help with keywords within their webmaster tools.

4. Create eye-catching headlines – Always keep your mind on what your target audience will view when your text ad is returned from their search. Look at the preview to ensure that it looks the way you want it before you publish.

5. Remember the call to action – This is something which applies to marketing and sales in general as well – never, ever forget the call to action. You want them to “click here” or “buy now” or “download this,” so tell them what to do. Ask for the sale in order to get it.

6. Benefits over features – Remember that your audience does not care what’s in it for you but rather what’s in it for them. What are the benefits of your product or service? Those are more important than the features. You may offer air conditioners that are really awesome, but why would they buy them? What benefit do they offer? If the benefit is that they keep your audience cool, focus on that.

7. Don’t forget punctuation – If you want your text ads to look good, don’t forget to add in punctuation because without it they will look incomplete and like something is missing. Again, remember to look at the preview to ensure that your advertisement looks really good and is readable.

8. Create a complete thought – Don’t try to be too cryptic; you want your entire advertisement taken as a whole to be complete. It should fill a need or solve a problem, and include a call to action that makes sense, linking to a URL that also makes sense.

9. Make keyword-rich URLs – Speaking of URLs, make the most of them by using the / sign. For instance, create a sales page on yourdomain.com/salespage and ensure that the sales page title is a keyword for which your target audience would search.

10. Maximize use of space – Do not repeat words or thoughts in your text advertisement. Use each line and each character. You want to make the offer, get them excited about it, ask for the sale, and close it.

By following these tips for your Bing text ads, you’ll create better text ads that get more results.