Copywriting is a crucial skill in any digital marketing campaign or website. However, some copywriting may need to be narrowed down even further, especially if you’re using PPC (pay-per-click) ads to drive traffic to your website. If you’re investing in paid ads, you may need to consider a PPC copywriter whose specialty is within this area. But where to start?
In order to find someone who has the know-how and experience, there are the usual questions you need to ask yourself, such as:
- “Do I need a PPC copywriter?”
- “What can a PPC copywriter do for my business that a regular copywriter couldn’t?”
- “How can a PPC copywriter improve my ads?”
- “Where can I find someone?”
If you’re able to answer these questions for yourself, then the next step is to gather some questions for a potential PPC copywriter who will not only understand your industry and niche, but who can work with you on growing your digital marketing campaign. Here are a few starters when you start the conversations with potential copywriters.
Can you give some examples or a portfolio?
This question is first because it is, arguably, the most important. When vetting a copywriter, especially one well-versed in the PPC side of things, it’s vital to ensure they have the work to back it up. Even if they are unable to share certain works due to privacy or non-disclosure agreements, ask if they can provide a portfolio sample or complete a short trial period.
Either way, you should be able to get a comprehensive idea of their experience, use of language, and knowledge of this particular area before hiring them.
What is your ads experience?
One thing that will differentiate a PPC copywriter is their ads experience. Which types have they worked with before? Search? Display? Narrowing this down in your conversations with them will not only help to determine their prior experience, but also what they can help you with your efforts.
If you’re searching for someone with more search experience, but they’ve worked more with the display side of things, that might be a determining factor in hiring them. However, if you’re looking for a copywriter with a more rounded overview of their ads experience, then consider exploring that option, too.
Which ad networks have you worked with?
This is an especially helpful question, as copywriters may have varied experience within which networks they are familiar with. You have search engines, such as Google and Bing, and social media platforms with their own ads, such as Facebook, LinkedIn, Twitter, and Instagram.
Depending on which avenue you want to create PPC ads, finding an expert within one of these platforms (or all) will be beneficial. Asking this question also opens up the possibility of learning about other platforms or sites which would be advantageous to your campaign, if the copywriter has the experience.
Have you written landing pages?
Although this is a skill most non-PPC copywriters might have knowledge in, PPC copywriters should be able to cater these specifically for SEO and your digital marketing. Having these skills will be beneficial in combined efforts, especially if they will be handling other aspects of the paid ads campaign. The language could be tailored for the landing pages, social media ads, and search for a more cohesive and clear directive.
How do you work best as a copywriter?
This question focuses a little less on their skill set, and rather how it may be to work with them as a person. You know how you operate, and what parameters work best for you. The copywriter might be someone who needs little guidance and a strict deadline in order to perform their best.
If you need certain things done by a set date or want to ensure more communication throughout the process, be upfront and state these in the initial conversation. Not every aspect of the job relies on the PPC copywriter’s background, but also how you two can work cohesively through each step as well.
If you are looking to grow your team with a PPC copywriter, there may be many questions that distinguish what you, in particular, may need. It could involve your niche, your working expectations, or your outline for the campaign goals. These questions are a good starting point, however, and they could lead you to the right person to aid in your pay-per-click advertisements.
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