With search engine results pages directing an enormous amount of web traffic, paying to be one of the top results might seem like a surefire strategy to gain customers. Unfortunately, things are not quite that simple. Your copy still needs to be compelling, yet you must work within the limited space and guidelines that Google allows.
However, there are a few tips and tricks you can apply to help you create strong ads that convert. Here are four of the best.
1. Include phrases related to your keywords
Once you or your PPC agency have identified the right keyword for your ad, you will obviously need to include it in your copy. However, it is also helpful to include some other words and phrases that people are likely to use along with it too. This will help capture customers who are looking for what you offer but call it by a different name or use a different search term that you haven’t thought of.
2. Use keywords in your display URL
The website address that is displayed to customers in your ad does not have to be the same as the address of the webpage they will be taken to when they click on it. The domain has to be the same, but what appears after the forward slash can be anything as long as it does not exceed the character limits. This can be a good place to include keywords, and you can test several variations of display URLs to see which works best. Talk to https://kingkong.co/au/seo-agency/ about search engine optimisation, which is as important as PPC and can drive huge volumes of traffic to your website. Adding keywords gives the user more information, even if they are not really part of the URL.
3. Keep it simple
It can be tempting to think that using lots of long words will make you and your brand seem more credible, but what actually happens is people just end up ignoring your ad. Not everybody likes sponsored search results to begin with and most people just scan them; they’re only going to be more inclined to scroll past if your ad reads like a puzzle that they need to decipher. Use simple language that’s easy to understand so that they can quickly digest what it is that you’re selling and how it benefits them.
4. Add a strong call-to-action
Be clear about what you want customers to do and put it in your headline rather than the description area. That way, it will be harder to ignore. If you would like to enjoy a high ROI, contact a leading Australian PPC agency, an organisation with hands-on experience managing large PPC campaigns.
How Does Pay Per Click advertising work?
As the name implies, the advertiser pays the publisher a set amount for every click their ads receive and regarding ad placement, advertisers are involved in real-time bidding, which can be a complex procedure for those who are not familiar with the process. Ad words are usually collected in groups and you can easily change the ad you wish to use; a PPC agency uses cutting-edge software to analyse web traffic, which enables them to make real-time changes to any campaign.
Creating professional-looking landing page
It is important to build a professional-looking landing page to ensure that your conversion rates are good; a PPC agency has in-house web designer who can build landing pages designed specifically for users directed from PPC ads.
Choosing groups of keywords
Keyword research is a critical component of a PPC campaign and the agency would collaborate with you regarding the keywords that can be used. They would create multiple ads using different keywords and they can switch mid-campaign in search of better results. There might be 5-6 sets of keywords in one group and perhaps 3-4 groups, each using similar keywords, so an ad content can be changed mid-campaign.
Avoid keyword stuffing
Keyword stuffing, as the name implies means the overuse of specific keywords, in the hope that search engines give a higher ranking. Google actually penalises keyword stuffing, so it is good to avoid using certain words too often. Longtail keywords can refine a search and many agencies make good use of this strategy. Low volume keywords are useful with a niche market and by monitoring traffic in real time, you can see the results and make changes if need be.
Focus on your strong points
When writing PPC ad copy, you should mention strong points, such as family-owned, award winning; good copy should be concise, to the point and have impact on the reader. If service is your strong point, why not mention this in your ads?
Stress customer benefits
This is one strategy that usually brings good results; if you stress the benefits that customers enjoy, their interest will peak. This is a strategy that many top-rated PPC agencies use on a regular basis, as it usually does the trick.
Calls to Action
Known in the industry as CTAs, calls to action are essential to encourage users to click on the ad; they are used on websites and can also be used on PPC ads to encourage users to click. The Internet hosts a wealth of free resources that can help you gain a deeper understanding of pay per click and you can make an informed decision on the strategies you use with your campaigns.
Optimise your landing page
Your landing page is the platform that users are taken to when they click on your ads, so it should be designed to attract users who have little or no knowledge of your business. This is where a user becomes a customer, hence it needs to be on-point. Make sure that the language used is similar to that used in your ads, which helps keep the user interested.
Key bidding strategies
There are 3 main bidding strategies in PPC bidding, which are as follows:
- CPA – Cost per acquisition allows you to set a bidding limit so you don’t go over budget.
- CPM – Cost per mille means cost per 1 thousand impressions, which is suitable if you are trying to get users to sign up for a newsletter, rather than trying to get a sale.
- Maximise clicks – This is ideal for those with a limited budget.
Your PPC agency would help you choose the best bidding strategy and they can track traffic in real time; digital marketing is a performance-based industry, so when looking at agencies, do check their client list, which is a good indication of their ability.
Conclusion
Searching for something already demonstrates strong intent to purchase, but the right PPC ad is necessary to get customers over the line and ensure that they come to you instead of your competitors. If you would like to learn more about PPC advertising, Google can take you to the website of a leading Australian PPC management agency and agencies are happy to share a Zoom call to discuss your goals.
