The Secrets to Success
Having people click on your ad is great, and it is what you want, but there is a difference between qualified clicks and unqualified clicks. At the end of the day, you don’t want to be paying for people who have clicked the ad, but won’t convert to a paying customer. Investigate your target audience and tailor the ad for them; include prices or promotions to attract the qualified people, who are willing and able to become your customers. Specialising your ad for a particular group may limit your traffic but the success rate will be higher this way. A general rule to follow: Be clear about what you’re offering. That way, no-one will be unpleasantly surprised when they arrive at your site.
Keywords are vital everywhere – these are what lead people to your products – so it’s no surprise that they are just as vital in PPC. Adding a keyword into the headline and copy of your ad increases the likelihood of it getting clicked and if the searcher’s query matches your chosen keyword, it’ll show up in bold – making it more eye-catching. Users of Google Adwords can try the Dynamic Keyword Insertion add-on, which will dynamically alter the query to fit into the ad headline; this increases the relevancy to the searcher who will hopefully follow up by clicking the ad.
A “call-to-action” is a very important aspect when preparing a PPC ad. CTA is the easiest way to get people to complete a desired action; pair this with a relevant landing page and you have success! Adding phrases such as “Sign up now!” or “Buy now!” not only invites people to carry out the desired action, but also qualifies them at the same time, as no-one would click an ad if they didn’t want to follow the CTA. Contrary to this however, it must be remembered that a click does not guarantee a sale, especially if the landing page after your PPC ad is inappropriate and irrelevant. Stay consistent in your messaging and be mindful to only provide meaningful content. Try grouping keywords into related themes so that your ad copy and the landing pages are always completely relevant.
Once you’ve built your PPC ad and it is of a good enough standard to go live, do not forget to test it! It’s difficult to get ad copies right the first time, and even if you’re lucky enough to achieve a great ad straight away, you can always make improvements. Test different messages, keywords and CTAs to get the perfect combination for your potential customers.
Remember other factors (perceived value, credibility, risk reduction etc)
For beginners, try Google ad extensions
Don’t cram everything into one ad
Build everything for your target audience
Pre-qualify your traffic with specific adjectives
Keep it simple!
Sarah Woodjetts Internet Expert and Ecommerce Consultant blogs on the internet and ecommerce.
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