If you’re looking to give your business a boost, you should consider launching pay-per-click (PPC) ad campaigns. When you run a PPC ad, you bid for specific keywords in ads that then appear above organic listings in search engines. When a prospective customer clicks on your ad, you pay for that click.
Widely considered one of the most successful forms of online advertising, PPC helps businesses gain greater visibility on search engines and makes site visitors more likely to convert. Results can be achieved immediately and consistently.
Creating quality advertising copy is vital to the success of PPC and while every brand and industry will need to take a slightly different approach, there are a few tried and true tactics for attracting buyers’ attention.
Here’s our top tips on how to run high-performing PPC ad campaigns.
Use Market Research Insights to Stand Out from the Competition
When you’re looking to stand out from the crowd, you need to be clear on who your competition is. They may not always be parallel brands as you might expect. Search your five most visible keywords on the top search engines to know what you’re up against. Doing this lets you see what kind of content is already out there regarding conversations relevant to your industry. Use these insights to inform your own content strategy.
Figure out your unique selling points (USPs) , the things specific to your company that you do better than anyone else in the industry. These are what sets you apart and define the value that you offer to your customers. What is unique about your brand? Have you won any awards? Are you running any special offers? Then tell people about it. Give potential customers a clear reason to choose you over the others.
Optimize Your Content So Customers Can Find You
Advertisers often overlook the importance of using their main and specific keywords in PPC copy. This is vital for aiding search engines in placing you so you can reach your intended audience. Place them in your heading (Catchy Benefit| Service Keywords| Optional URL) and your display URL to further enhance your ad’s performance.
Ad extensions are also great for getting you a little more space on the SERPs. They can also increase your click-through rates (CTR). Site links, locations, hours of operation, special promotions, customer reviews, social media following… the trick is to pick the ones that cast the best light on your business.
Use Copy to Relate to Your Audience
Potential customers come across your ads because they are in demand for a certain kind of product and it is your job to communicate to them that your offerings are the solution they are looking for. Using your ad to boast about your company or product doesn’t necessarily help. Refocus your perspective on what exactly the reader wants or needs to hear to convince them that your products are what they need. Tell them how your product or service will improve their lives.
In your copy, avoid words like ‘I,’ ‘we,’ and ‘us’ and instead keep the focus on the customer with words like ‘you’ and ‘your.’ You should also aim to tailor your phrases to show how you’re helping to solve a specific problem or pain point they have. This will help you both better resonate with your target audience as well as communicate the value that your products or services offer..
Make Every Second Count
With PPC ads, you have a limited time to capture attention and encourage clicks. Aim to keep things straightforward. You want your ads to be scannable and understandable. That being said, a dull ad will not compel people to take action, but provoking emotions will. Introducing the feeling of attaining something desirable or the fear of missing out (FOMO) is more likely to draw people in. Keep in mind that you only have a few seconds to capture your audience’s attention so focus on creating content that will immediately connect with your customers and have an immediate visual impact.
Numbers and symbols can also be used to great effect – and they take up less space. Percentages, prices, dates, and statistics catch the eye, while registered trademarks demonstrate authenticity, build confidence and mark you out as an official source of information. Exclamation points show urgency prompting immediate action. Just avoid using too many – this can make your ad look spammy.
Include a Relevant Call To Action
No PPC ad is complete without a creative call to action (CTA). Increase conversion rates by making the next step of the buying journey clear and incentivizd readers to take it. Look beyond the standard ‘buy now’ for a short, specific CTA that clearly highlights the advantages of clicking.
Start with a strong verb ‘sign up,’ ‘save,’ ‘download,’ ‘join,’ and a time phrase that tells people not just what to do but when to do it. Ensure that the CTA directs to the right landing page, so your potential customers are not faced with needing to navigate their way around your site to take that next step.
Split Test Your Ads
Once your ad is out there, keep an eye on the metrics to see how well it’s doing. It’s tricky to predict what’s going to work. Make incremental changes to your text, headlines, display URLs, and more to discover what really works. This kind of regular testing should be a continuous and ongoing process.
Launching more than one campaign can be a great way to not only see what works but also to reach varying demographics, linking them to different landing pages. The more you do and the more data you collect, the easier it will be to pick out patterns and see what brings in the conversions and what doesn’t.
These are a few ways you can pick up the power of your PPC. However, if you’re still struggling with creating content that gets eyes on your site, let us help. We can provide support with strategy, setup, ongoing optimization, and more. Check out our paid acquisition services and see how our experts can make PPC work for you.