Each year, businesses spend nearly 10 billion dollars on pay-per-click (PPC) advertising. This type of advertising was introduced in the early 2000s and has grown in popularity with each passing year.
Since so many businesses use this form of advertising, you will have to find a way to break through the online noise. One of the best ways to achieve this is by writing engaging and informative PPC ad text. While this may sound like a relatively easy task, it is actually quite challenging.
Often times, your PPC ad copy will go through a number of incarnations before you are satisfied with it. Monitoring the various PPC campaigns you are engaged in can help you assess what is working and what needs to be altered. Failing to track these results may lead to you wasting money on ineffective PPC strategies.
Are you looking for a way to write killer PPC ad copy? Check out the helpful tips below.
Know the Searcher’s Intent
The first step in writing great PPC ad copy is understanding what the user’s intent if they click on the ad. The PPC market is extremely competitive, which is why you need to do your homework before trying to optimize ad text.
Once you have an idea of what the search wants, you can write copy that appeals directly to them. Talking about the benefits of your product or service in the ad is a great way to attract attention.
Some business owners make the mistake of listing the features their product or service has. This tactic is very ineffective and will lead to you being unable to attract new clients via PPC advertising.
Power Words Make Ad Copy Stand Out
The main thing you need to realize when trying to compose PPC copy is that every word counts. While Google now provides an expanded panel for text, you need to optimize the text in your ad so it is brief and to the point.
Filling your ad text with weak verbs will not make it stand out to the reader. This is why you need to read over the ad text and use stronger verbs whenever possible.
If you read the ad text and it doesn’t jump off of the page, you need to go back to the drawing board. Often times, including words like you or free can be effective when trying to attract attention from consumers.
Look to Your Competitors
If you are new to the world of PPC advertising, then doing some research is a good idea. The first place you need to look for guidance is your competitor.
Getting a look at how their PPC ads are worded and structured can provide you with a great deal of motivation. Rushing through the PPC research process will put you at a disadvantage and may prohibit you from reaching new consumers with this form of advertising.
When looking over your competitor’s PPC ads, you need to avoid directly stealing their wording. Your main goal with PPC ad copy should be connecting with consumers on an emotional level. This is why you need to work on letting the personality of your company shine through.
Be Careful About What You Promise in Your Ad Copy
Using landing pages to attract a wider audience is something business owners have been doing for years. These pages generally feature a singular product or service offered by a business. Driving traffic to these landing pages is easy when using PPC ads.
As you craft PPC ads for your landing pages, be sure to avoid making promises you simply can’t keep. You need to make sure that the PPC ad copy is representative of what consumers will actually find on the landing page.
The last thing you want to do is disappoint a potential customer by over-promising and under-delivering. Doing this will make a consumer question how trustworthy your company is, which makes it difficult to turn them into an actual customer.
Use Your Display URL to Inform Your Audience
Most newcomers to the world of PPC advertising fail to realize how important their display URL is. In most cases, consumers who look at your PPC ads will notice the words in the URL. Ideally, you want to use this text to provide more information to the reader.
For instance, if your company specializes in selling promotional items and gifts, you want your URL to reflect this. Using words like corporate gifts or promotional items in the URL is a good idea. Not only does this let a consumer know more about your company, but it also gives them an idea of what the landing page will have on it.
Don’t Forget Your Call to Action
Using too much of your text to list the features of a product or service can be problematic. If you fill up the whole ad with this information, it will prohibit you from including a call to action.
Consumers want to know what is being offered before they click a PPC ad. By including a call to action, you can let a potential customer know what action they need to take next.
Without this salesy language, producing quality leads will be nearly impossible. If you are confused about how to craft an effective call to action, reaching out to a professional copywriter may be a good idea. These professionals will be able to give you some pointers on how to make this part of your ad copy effective.
Practice Makes Perfect
Some business owners think that they will have overnight success with PPC advertising. The truth is that perfecting ad copy and a PPC strategy takes time.
Looking for more information about how to have PPC success? If so, you can read our article about how to find the best PPC agent on the market. With this professional help, you can make the most out of your PPC advertising investment.
PPC advertising’s on the rise! 84% of marketers feel good about the success of their PPC campaigns. This is a 4% increase from the previous year.
PPC is changing, as well, as the Internet continues to evolve and adapt to the ways we live our lives. PPC’s traditional channels have remained relatively constant over the past years.
The industries taking advantage of PPC are shifting, however, as Retail and Education surpassed Automotive and Home Improvement from the previous year.
If you’re new to PPC and are just learning the ropes, we’ve put together a guide with everything you need to know about White Label PPC.
Everything You Need To Know About White Label PPC
In case you’re new to white label PPC, we’ll start off by defining our terminology. Then we’ll get into how you can master your PPC advertising campaigns for maximum ROI.
What Is White Label PPC?
Have you ever seen a company advertising PPC services? These are white label PPC.
White label PPC services are advertising services that a B2B business can buy, rebrand, and resell for their own marketing activities. White label PPC services can include PPC campaigns, generating reports, and consultancy services.
White label PPC services can be useful for both business owners as well as digital marketing agencies. White label PPC can be a major blessing for digital marketing services that are looking to expand without having to hire additional staff.
Considering that ‘cutting costs’ is the most common reason for companies to outsourcing business, this is an attractive feature of white label PPC.
Why Do People Use White Label PPC?
White label PPC services give small businesses and digital marketing agencies a chance to grow without having to outlay a ton of capital. It also lets you focus on more important tasks while still guaranteeing results.
45% of entrepreneurs feel overwhelmed and stressed. There’s already so much to know about starting and growing a business, especially when you’re first starting out. Businesses that are just starting out might face employee limitations, as well.
Considering how quickly digital marketing evolves, it’s more than a full-time job to keep up with just one of its branches, let alone the entire root system.
SEO, SEM, social media, and inbound marketing are all necessary for a business to be successful. This is triply true if you’re using the Internet for business in any way, which is most of us at this point.
That’s not even mentioning marketing agencies who also need to master each of these disciplines to remain competitive in today’s digital marketing economy.
White label PPC gives marketing agencies the opportunity to take on bigger clients and continue to grow while mastering cutting-edge marketing techniques at the same time.
How White Label PPC Can Help Your Business Grow
Whether you’re a business owner or own a marketing agency, white label PPC can help you grow and expand in a variety of ways. Here are a few of them.
All is fair in love, war, and digital marketing. Can we really be expected to not take advantage of every tool, tip, trick, and technique at our disposal, especially when we’re promoting an exceptional product?
One of the most powerful aspects of digital marketing is we don’t need to recreate the wheel with each new marketing campaign.
Conquest campaigns are PPC ads targeting your competitors’ audience. When someone goes to one of your competitor’s websites, they’ll see your ads. A white label PPC company can even keep track of where that audience is located to deliver your ads at the optimal time.
Which brings us to our next point…
You’ve most likely seen the statistic that 50% of consumers looking up a product or service on mobile will visit a storefront within 24 hours. Local search continues to rise, year after year.
Geotargeted PPC campaigns are incredibly powerful for capturing your local audience and making them loyal customers.
Marketing is both an art and a science.
The artistic side requires understanding your customers and their unique psychology, giving you an insight into how to solve their actual problems. “Soft” scientific terms like “a hunch” or “a feeling” don’t translate well to the C-Suite, however, especially when there can be large sums of money riding on such subjective stimuli.
For marketing to truly be effective, it must be measurable and repeatable. After all, you’ve got to get a clear picture of your industry to truly understand your business’ place in it.
PPC campaigns can be a veritable goldmine for actionable insights. White label PPC services know not only what metrics to keep track of, but also how to go about getting them. It’s like pairing data science with depth psychology, but even more powerful.
As business owners and digital marketers, we often have humanitarian or idealistic goals for why we do what we do. Maybe you want to make the world a better place by reducing world hunger. Or perhaps you just want to give people a better carrot peeler.
Ideals don’t translate to investors, sadly. Your investors simply want to know about the bottom line.
Proving ROI is one of the trickiest things about justifying digital marketing. This is particularly true with the extended buyer’s cycle.
Customers are taking more steps than ever before making a purchase. While things like brand awareness and thought leadership are invaluable, in the long-run, investors can be notoriously short-sighted when it comes to their wallets.
White label PPC services not only know how to keep track of pertinent metrics, but they also know which ones are most relevant. A clear-cut, easily understandable chart showing clicks, conversions, and impressions is reason enough to solicit a white label PPC company.
White label PPC is a simple way for you to get ahead in the digital economy while still letting you focus on what’s most important – building your business, making sure your customers are satisfied, and delivering an outstanding service!
Are You Looking To Grow Your Digital Business?
As business owners and digital marketers, we often have to wear so many hats it can give you a headache.
One moment you’re an SEO expert, the next you’re handling HR. This is not an efficient way to do business.
Let us tackle your digital marketing for you so you can focus on what you love! Whether you’re looking for White Label PPC services or Google AdWords management, we’ve got a plan for you!
When it comes to marketing your business, people usually think there are two ways to get people to your website. You can develop an SEO strategy, which naturally rises your website in search engine’s rankings to drive more traffic. Or, you can pay Google or anyone else to place your product in a designated space.
What most people don’t realize is that your marketing strategy shouldn’t be a battle between SEO vs Adwords. Instead, your PPC and SEO strategies should work in conjunction with one another. They go hand in hand and make up for each other’s differences.
When you develop marketing strategies that include SEO and PPC, your overall marketing campaign is more successful.
Keep reading below to learn some ways to integrate your SEO and PPC campaigns for better overall marketing.
1. PPC Can Test Keywords for Future SEO Strategies
When you purchase a spot for advertisements, you’re not just spreading awareness about your business. You’re getting a chance to review what keywords drives clicks to your website.
When you put together a PPC campaign, make sure to plan to experiment a bit with your newly acquired advertising space. Try using different keywords, then compare how each one performs. This way, you’ll get a better outlook on which keywords to use for your SEO campaign.
2. Don’t Think of It As SEO vs Adwords
Before developing different campaigns though, you should go in with a different perspective than just SEO or PPC. Instead, you need to look at your marketing campaign as a bunch of moving parts, working together.
You should approach marketing your business with the outlook that SEO and AdWords go hand-in-hand. Then, you will be able to strategize more effectively after understanding neither SEO or Adwords work independently of each other.
3. After Testing Your Keywords, Test Your Copy
After you test potential keywords with your PPC marketing, you should also test your overall copy. People will be driven to certain parts of your website through paid advertising–you should try to drive them to your copy. When you do that, you will get data such as engagement time and after exploring your website, you may be able to gauge your ROI on paid ad space.
With this data, you will be able to survey the nitty-gritty details of your copy. You will be able to gauge whether it compels people to explore your website or whether it nets you a higher click-through rate.
4. Know Your Competition With PPC Reports
When considering purchasing ad space, you will be able to collect many different kinds of data. You don’t just need to use this data to determine whether or not the ad space is worth the purchase. You can also use it to glean who your competition is, and what they may be trying to do.
By getting a chance to look at impression shares, overlap rates, and top of page rates, you can know who you’re competing against. You can also use this data to tailor your SEO keywords and strategies.
5. Seasons Change for Keywords
You can’t keep using the same keywords throughout the year. The effectiveness of different keywords changes depending on their seasonality. The term “Christmas” is more effective in November and December than “Fourth of July,” for example.
You can purchase PPC space to keep an eye on the effectiveness of keywords. If you notice a word you’ve been using for a while is suddenly attracting fewer people, it may be time to change it.
6. Create Better PPC Through Your SEO
Since SEO and PPC advertising feeds into each other, you can improve your PPC advertising through your SEO. It doesn’t only work the other way around!
First, you should drive people to blog posts and different content on your website. Then, you can watch your users behavior to see what they naturally gravitate toward. After figuring out what naturally attracts people, you can use that information to better design your PPC strategies.
7. Your Data With Both Feeds Back To Your Overall Marketing
There is more to a marketing campaign than your SEO and PPC traffic. It should include images, infographics, videos, and so much more–all of which need to be designed for your audience. However, you need data about your audience to tailor your content for them.
SEO and PPC campaigns can simultaneously drive your audience’s growth, which collecting data about it. The data you get from SEO and Adwords can help you create more powerful videos and images that your marketing needs!
8. Use PPC To Drive Blog Post Traffic
One trick you can do to effectively use ad space is using it to attract attention to your SEO. Rather than explicitly selling a product, you can use PPC to drive people to your blogs. After people land on your branded content, they may be naturally influenced into purchasing from you.
9. Campaign To Take Control Of Your Brand
There is one final thing that PPC and SEO work together to affect, and that’s the most important part of your entire marketing. PPC and SEO affect your brand–they shape how people think about your company.
While this may be intimidating, it offers you a chance to take control of your overall brand. Though PPC content, you can ignite a curiosity about what your company is. Then, with your SEO content, you can satisfy that curiosity in whatever way you want, giving you complete control over your brand.
10. Then Campaign To Take Control of Your Market
Finally, your PPC and SEO work together to take control of your entire market. Once you get big enough, you can shape how people think about your whole field. For example, if you’re a local construction company, you can change how people think about construction in your area through your marketing.
You do this by advertising your policies and core missions. By selling your team and your ideals, rather than your products, people start to associate those things with the entire market.
Don’t Think SEO vs Adwords, Think SEO And Adwords
Segmenting your marketing strategy between SEO vs Adwords is a good way to ensure it isn’t successful. The two go hand in hand. Relying on exclusively one means you will never reach your marketing campaign’s full potential.
The best marketing strategies include SEO and PPC–not one or the other!
However, PPC can be less familiar to most people. SEO is about developing content, while PPC is about making numbers work. They’re two different mindsets, and getting the best from both can require two different people.
Contact us, and we will make sure you get the most out of your PPC campaign. We work diligently and draw from years of experience to ensure that you get the traffic you deserve!
Running a successful PPC campaign is about a lot more than the cost per actions you’re paying for or the keywords you target. You need to make sure you have an experienced agent operating every aspect of your campaign. Otherwise, your chances of beating out competitors and capturing your audience are slim.
If you’re in the process of choosing a PPC agent to take on your online advertising initiatives, take your time. You want to be sure the person you hire to do this work really knows what they’re doing.
Here are 9 things you can do to trust that you’re making the right choice.
1. Identify Your Most Immediate Needs
Before you start comparing one agent’s qualifications versus another’s, identify what you’re looking to get out of this partnership. It doesn’t matter how prepared someone is to take on your PPC campaigns if you can’t provide them with a bit of direction.
Are you looking to boost sales with repeat customers? Do you need to increase the amount of new revenue you’re generating each month? Maybe you’re undergoing a rebrand or expanding your product offering.
Whatever it is that you have set your sights on as a business, your PPC campaign needs to fall right in line.
2. Search for Agents Who Have Experience Working with Similar Businesses
The best PPC agent for you is someone who has already helped companies achieve goals similar to those you’re trying to reach. This should be one of the first things you bring up when contacting potential candidates.
Talk to them about their PPC experience in broad terms. Then, get into the details of what verticals they’ve operated in and the industries they’re most comfortable with.
3. Check Whether or Not an Agent Is Certified
As you’re discussing a candidate’s PPC accomplishments, double check if they are PPC certified.
Far too many companies make the mistake of assuming an agent is PPC certified. In truth, there are some people who will try to claim they’re a PPC professional without the credibility to back it up.
4. Consider How Involved You Want to Be
Once you’ve gotten the major details out of the way, start thinking about what you want your work relationship to be like with a new PPC agent.
Do you want to be involved in every decision that goes into your campaign? Would you rather take a more hands-off approach and let an agent take care of everything?
There are pros and cons to each option. But, you have to set clear expectations about the professional relationship you’re building before you move forward.
5. Ask How Often an Agent Will Run Page Tests
Even if you don’t want to be involved with your campaigns at all, you have to ask this question. An agent that runs frequent page test is always better than one who doesn’t. Page tests give marketing professionals the ability to gauge what’s working and what isn’t.
More importantly, they show just how much effort an agent will put into creating successful campaigns for you. Some agents rely on software to handle clients’ campaigns; they basically set PPC initiatives to autopilot. You want someone who is going to be paying close attention to every single detail.
6. Discuss Reporting Cycles
Just as you should discuss page tests, you need to talk about reporting cycles.
This is how often you can expect to receive an update on how well your campaigns are doing. You can choose whether you’d like reporting cycles to run bi-weekly, monthly, every 2 months, or per quarter. Either way, it’s best to talk about this upfront before you choose your PPC agent.
7. Clarify How Success Will Be Measured
PPC reports are compiled from many different pieces of information. When you look over all your marketing results, you will see payments and engagements measured in various forms. Some common PPC measurements include:
number of clicks
cost per actions
volume of conversions
You should be focusing on cost per actions and/or volume of conversions. If an agent is stressing number of clicks or site traffic, they may not be the best choice.
8. Talk About How Payments Are Broken Down
Remember, a big part of PPC is making sure that your money goes to the right place. You need a thorough understanding of how each dollar adds up in building your campaign.
9. Think Long Term
No matter what your goals are or who you choose to help you achieve them, you have to think long term. The cool thing about PPC is that you can make instant changes to your campaign whenever necessary.
But, all of the tweaking you do and new campaigns you run all have to add up to a common goal. Keep your eye on the long-term initiatives you’re trying to achieve and you’ll be just fine.
Meet Your Ideal PPC Agent
Already started your search for a PPC agent? Have you talked to some impressive candidates, but you’re not sure how to narrow down your options?
Use the tips above and the right choice will become crystal clear.
In fact, you’re closer to finding your ideal PPC agent than you think! All you have to do is click here to contact us today and discover everything our PPC agents can do for you.