Video marketing is one of the hottest marketing strategies. According to various statistics, 80 percent of global Internet consumption in 2019 will be video content and 85 percent of internet users in the USA watch online video content every month.
This article explains how, and more importantly “where” you may add video marketing into your Pay Per Click (PPC) campaigns. It then explains how to create a PPC video and offers video marketing tips.
Creating Video Ads for YouTube
Google Ads has video marketing and PPC, which means you may create a video ad and post it on YouTube. These are the ads you see before or after videos on YouTube. If people view your ads, then you pay a fee. How you pay the fee depends on the type of ad you post, but the most common type is where you pay if the viewer watches for more than five seconds.
Video Ads for Facebook
Facebook is home to the largest children-and-young-people audience on the internet, so it sometimes pays to post a few video ads. As you set your campaign objective, you must pick the “video” related objective, and move forward to upload your video ad.
There are a few options for uploading your video, including a slideshow format. This enables you to give users a sneaky peak at the best bits of your video with the hopes your viewers will then click to watch.
Ads on Instagram
Instagram has a very juicy reputation for helping companies introduce and sell their new products. This is mostly due to the fact that the Instagram audience is a little more mature, and because it is a very visual tool where things that are new and interesting get high levels of attention.
Oddly enough, even if your advertising content varies wildly from the content you post on Facebook, the advertising platform is actually the same. Post video ads the same way you would on Facebook but be sure to angle and direct them to appeal to a more mature audience.
Video Marketing on Twitter
The Twitter advertising platform looks very similar to the one you see on Facebook. You have a series of objectives that you may select. If you are looking for PPC video marketing, then the “Promoted Video Views” option is the one for you. You may upload videos, then set headlines, calls-to-action and URLs to your ads.
It can be confusing as to how this works, but the short version is that you can upload a video of 2 minutes and 20 seconds (or up to 10 minutes with select accounts), and then promote it via the Twitter PPC platform to achieve more views. This is a little different to the types of video ads on YouTube.
Creating Your PPC Video Advertisement
Let’s say that you want to put your video ad onto YouTube. You may be tempted to build an ad similar to the types of ad you see on TV, such as car ads and sofa ad. In most cases, this is a mistake because those types of ads only work for established brands.
One method you may use is to use your regular video format and simply talk to your target audience. For example, if you were Captain Disillusion, you may show examples of your debunking methods in a montage and then maybe say a few words to the audience. This would help explain what you do, give a few selling points, and then give the watchers a connection that may convince them to watch, and/or subscribe.
For example, if you were the Ted Channel, you may take a more personal approach and have the character talk to the audience, probably with a funny comment or two, in order to spread brand awareness and hopefully endear the watcher to the main protagonist.
Your best bet is to sell the steak and not the sizzle, which is contrary to the old marketing saying. People are used to the sizzle, they are bored of the sizzle, and they have no time for it. In genuine terms, they actually have no time for it because most people are going to skip your ad after it becomes skippable within five seconds.
If you want people to continue watching or to click, you need to get right to the point and not dress things up. If you have reached a truly potential buyer/viewer, then your video will be watched or get a click, if not, then people will skip your ad and it will save you money.
A Few PPC Video Tips
As you may have gathered from the last tip, you should consider scaring people away. There is nothing wrong with the bulk of your viewers turning your ad off because the bulk of your viewers will not be your target audience and/or will not be paying customers. That is one of the problems with having ads that are too generalized and too interesting for the audience at large.
For example, Whiskers cat food ran a PPC video campaign with the tagline, “Why do cats paw at things?” and showed a short slideshow of cats pawing things as they sat down. In essence, they were trying to sell cat food, but the video looked like a typical funny cat video that one may see regularly on YouTube. All sorts of people clicked it, from people who do not have cats, to young children wanting to see a fluffy kitty.
Marketing execs may say that it helped grow the brand, but the fact is that most of the people who saw the ad have never bought cat food and will never buy cat food (even if they are now aware of the Whiskers brand).
And the Conclusion is – Target and Test!
As you may imagine, the most valuable video marketing tip is that you should market, test, and analyze.
The creators of the previously mentioned cat food ad thought their campaign was a roaring success because of the massive number of clicks their ad received, but sales of their cat food only shifted a tiny percent, which is less than most all of their (seemingly) less successful campaigns.
In truth, the company had more success with accidentally viral memes in terms of cost-of-advertising to units sold, than they did with their supposedly successful video campaign.
The moral of the story is that even though they cannot be blamed for celebrating a high CTR (Click Through Rate), they should have targeted, tested, and analyzed, and then re-engineered their videos and tried again. This process of trial and error is the only way to consistently ensure results with video PPC marketing.
Check out our PPC blog for more information and in-depth details about affiliate advertising, Pay-Per-Click, and all things marketing. Enjoy expert advice, and tips to help you squeeze the most out of your marketing budget.
Pay-Per-Click advertising is probably the most efficient way to draw attention to your website, your products, and your social media posts. There is a lot of fuss about how PPC is not a long-term marketing solution, but the biggest reason for this misconception is because of the sheer weight of PPC mistakes that people are making.
Try to remember that the world’s most common oxymoron is “common sense,” since common sense is both rare and typically wrong. Just because something seems to make sense vis-a-vis PPC, it doesn’t make it true. For example, the biggest budget doesn’t always win, the best advertisement doesn’t gather the most attention, and there is no way to predict which ads and keywords will generate the most success.
1. One of The Most Common PPC Mistakes
Trying to attract large numbers very quickly is probably one of the biggest and common PPC mistakes.
It may be frustrating if you have time-sensitive content that is not being read, but even those with massive budgets have trouble generating “many” meaningful clicks quickly.
You can attract clicks within ten minutes of posting your advertisement but getting “many” clicks quickly requires a big budget, lots of affiliate advertising platforms, and a lot of luck.
2. Believing Those Gosh-Darn Affiliate Advertising Tools
Jump onto something simple like Google Ads, and enter a bunch of keywords into your advertisement. Notice how many of them say, “low search volume.” If that is the case, how come some of them get clicks, and how come those clicks are most likely to convert?
The tools that come with your affiliate marketing platform are there to make you spend more. They want you to use the most contested keywords so that you pay more.
In addition, do not forget that affiliate advertising tools run on the algorithm that is set by the platform, which includes any priorities the platform has that do not coincide with your priorities. Plus, they are using historical data that doesn’t account for sudden shifts or even gradual linear shifts in keyword and spending trends.
3. Thinking That PPC Helps SEO
You may have read the many studies that say SEO is not enough, but the associated notion that PPC helps SEO is slightly askew.
If your PPC campaign makes your content more popular, then it may help your search engine ranking, but the two matters are only loosely related. A little like if you take a bus to work or a car to work, then your legs may not ache as much when you get home.
4. Misunderstanding Negative Keywords
If you want to avoid PPC mistakes, then start slow, learn from what occurs, and then change very slowly without fear of going back on yourself if something doesn’t seem to work the way it should.
Negative keywords are like the noisy toy you give to your kid at Christmas and regret it by Boxing Day. Negative keywords are the sort of toy you wish some PPC campaigners didn’t have access to.
There are plenty of unsuitable keyword variations that seem correct, and people are entering them into their negative keyword section and thinking they are honing their campaign when what they are really doing is limiting it.
5. Not Using A Landing Page
Forget the other PPC tips you have read, here is how PPC works. The advertisement is a question. At its very core, it generates a question. It puts a question in the mind of the user, no matter how subtle. That question is what motivates a click. The landing page needs to offer an answer.
Let’s say you are selling a car. People may be sold by the ad without clicking. The only reason people click is that they have a question. They may wonder if the listed price is for real, or if the car really has a roll cage, or they may wonder if the car will fit three kids in the back seat.
The landing page is there to answer the many different questions that may have attracted the click. Simply linking to a product page or a home page may result in said question being unanswered, which results in a bounce.
6. Using Phone Numbers
This mistake doesn’t apply to all forms of affiliate marketing, but there are many cases where phone numbers are simply wasted ad space.
Some marketers think they can avoid paying for clicks if people see the ad and then call the number, but study after study seems to prove that nobody calls the numbers they see on affiliate adverts. People will instead click the ad or a link on Google to get the number.
There are only a minority of cases where people will call the numbers they see listed on affiliate ads, and it is usually because they recognize the freephone number from a TV jingle.
7. Misunderstanding Ad Extensions
One of the benefits of PPC advertising is that you also get to spread a bit of your brand message too, and ad extensions may help you do just that. However, the assumption that ad extensions are vital (or even needed) is one of the many PPC mistakes to avoid.
There are times when they damage the value of your advertisement. Such as if your ad says, “Find Out Where Festival Number 5 Is Going to Be Held” and then the extension gives the location as Worcester.
The Biggest PPC Mistakes
There are plenty of PPC mistakes you can make, but the most common, obvious and dumb is not learning from your mistakes. There are still people out there who are generating hundreds of clicks per month with a conversion rate of a fraction of a percent. Committing the most common PPC mistakes is forgivable but sticking with it and failing to adapt is unforgivable.
If you are really having a hard time getting your PPC campaign to turn a reasonable return, then give August Infotech a chance to turn things around. What makes them different is the massive team they have and the sheer weight of staff hours they can invest in a project. If you want results, then there are very few who can offer them so consistently.
Outsourcing your PPC to an experienced manager can assist you avoid petty mistakes and maximize your profit.
You don’t have to worry about managing and monitoring your PPC Campaigns after you outsource your PPC Management.
It’s advantageous since it’s time saving. It helps you concentrate on other business developments and strategies.
When choosing a PPC agency, choose the one that perfectly manages your PPC Campaigns and also makes them profitable.
More than 50% of the internet users who click on pay per click Ads phone the advertiser. PPC management is significant for generating targeted traffic to a website.
Targeted traffic are individuals who are likely to use the products or services of a company. Small and medium-sized businesses do not maximize the potential of AdWords campaigns.
They face a combination of issues such as lack of adequate resources, expertise, and marketing tools, as well as time.
Small businesses should outsource AdWords campaigns to overcome these challenges. We’ve compiled for you seven reasons why you should outsource your PPC management.
Sustaining an in-house marketing team is costly. It is expensive to pay the salaries of a campaign team and offer other employee benefits.
More funds are also required to train the employees; equip them with the knowledge and skills needed to perform their duties as expected. Big businesses with adequate resources can afford to maintain an in-house marketing team.
The majority of the businesses in the U.S. are still recovering the adverse effects of the 2008 global financial crisis.
Small businesses should consider hiring the services of campaign marketing agencies. This will cut the costs associated with managing an in-house marketing team.
They can use the saved resources other strategic and routine functions. They can pay salaries, utility bills, conduct market research, expand their capacity, and venture into new markets.
Outsourcing helps an organization focus on its core competency. This leads to improved productivity and higher sales. Search management is a time and effort-consuming activity. Outsourcing transfers this burden to the contracted marketing agency.
The organization and its employees will shift their focus to what they are best at.
Focusing on core competencies increases the chances of meeting all the customers’ demands. Meeting and exceeding customers’ requirements is crucial for the long-term growth of the business.
3. Access to Expertise and Tools for PPC Management
The contracted PPC management firms are internet marketing specialists. They have the required resources, people, time, and tools to perform their duties. Having the right human resources and tools for the job increases the quality of the work done.
High-quality work is critical in saving the company time, effort, and money. It eliminates the need to redo work done before to fix errors.
Employees are paid per hour if the errors are many, then the costs will shoot up increasing the operating costs.
The specialized PPC management firms know all the ins and outs of search. Employees of an organization may attempt to gain the same level of understanding to perform the tasks in-house.
A lot of time, effort, and funds are required to understand search marketing
Search marketing. Service providers have vast technical skills and expertise at their disposal. They also have the equipment required to conduct search marketing.
They can process even sophisticated marketing campaigns at a lightning-fast speed.
Marketing is all about timing; communicating a message to the target marketing at the time enables a company to get the most out of its campaign.
Search marketing firms have a high technical capacity. They can manage several campaigns without adding new personnel.
The people doing the work determines the reliability of a marketing campaign. Search marketing companies have a high technical capacity.
As a result, their output speed is high as well as their quality of work.
Several factors determine the quality and reliability of in-house marketing campaigns. For example, vacations and illnesses reduce the output of a company and compromise on the quality of work.
If an employee leaves the company, a lot of time, effort, and resources are required to recruit and train a new worker to perform as expected.
6. PPC Management Saves Your Time
Time is money, and time wasted can’t be recovered. Planning and managing an AdWords campaign consumes a lot of time and effort. Besides, employees have other pre-existing responsibilities.
It is problematic for the employees to dedicate adequate time to manage the account.
Hiring an AdWords specialist like Google is the best solution when an organization does not have the time to manage campaigns.
Outsourcing creates extra time for an organization to work with the agency. They will identify the unique organizational needs, plan, and execute the marketing strategy.
The client can also use the extra time to conduct quality assurance activities. They can identify and fix problems in the marketing campaign, increasing client satisfaction.
Outsourcing PPC management to a manager plays a critical role in the growth of a small and medium-sized enterprise. It saves the organization more resources useful for strategic activities and maximizing the stakeholders’ wealth.
It also enables an organization to focus on tasks that it is good at leading to high customer satisfaction. Customer satisfaction is essential for retaining them, even in very competitive business environments. An organization can also exploit the skills, expertise, and technical resources of the marketing agency to manage its AdWords campaign.
Outsourcing PPC management allows a company to manage many marketing campaigns at lightning-fast speeds. This increases the chances of an organization communicating its message to the target market at the right time.
High-quality and reliable work is crucial for saving an organization’s time, effort, and money. An organization does not spend more resources to fix errors in work done before. Besides, the organization can manage several marketing campaigns at the same time since the AdWords agency has a large capacity.
Outsourcing also creates more time for an organization to conduct strategic activities as well as track the marketing campaigns.
Please explore the other parts of our blog to find more insightful information about search marketing services.
When coming up with the perfect PPC Ad, the dilemma is: How do you use your ad copy to pass your message to your digital audience using the least amount of words? Is it even possible?
Well, Google rakes in well over $116 billion in advertising revenue annually. That’s a whole lot of advertising. So if you’re not leveraging on PPC campaign, well, your competition already has you beat.
This guide compiles 15 PPC tips that will teach you how to write an ad that sells. Read on.
1. It’s not about you
Yes, it’s your company and yes, it’s your brand. Sure, nobody knows it the way you do.
But it really isn’t about you now, is it? You need to make it about your audience and part of that process involves getting into their mindset and anticipate their search queries.
2. How to Write an Ad That Sells: Perspective Matters
When making your PPC ad copy your audience are the ones who’ll be reading your ad copy. So you need to make sure that you imply the word “you” more than you do “ours” or “us.”
3. What Makes Your Brand Unique
When writing your ad copy you need to include what benefits your products bring to the table that makes your brand different from your competitors. This is what ultimately informs your audience’s decision when it comes to whether or not they’ll click on your ad.
4. Check out Your Competitors Ads
It’s very likely that you have competitors in your industry. It doesn’t hurt to check out how their ads compare to yours. It’ll give you an idea of what features you should place emphasis on.
5. Think Bigger Picture
When you’re writing ad copy make sure that you think about the ad extensions you’ll use to avoid redundancy.
If not you might end up repeating the same message when more ad extensions show up relaying the exact same text copy. Not only will your audience find this distracting, but it’s also quite off-putting as well.
6. The Call-To-Action Is the Heart of Your PPC Ad Copy
Forgetting to include a CTA is a PPC marketing crime. Ensure you use an action verb that is strong and clear, to push your audience to take the next step. Great examples include: “Learn more,” “Request a Quote,” “Shop Now,” etc.
7. Include Keywords
At the risk of stating the obvious, you need to include relevant and highly targeted keywords in your PPC ad copy. These need to be situated in your first or second headline.
8. Match Your Ad Copy to the Search Phrase
Mirror the exact phrase users enter into the search engine. This is likely to give your ad more traction than if you used a different phrase altogether.
For instance, people searching for coffee shops in LA will most likely input “Coffee shops LA.” So, your ad copy should have that exact phrase incorporated. This will get you more traction than if it read “Places where you can have coffee in Los Angeles.”
9. To Price or Not to Price
Stating the price point in your ad copy can be a double-edged sword. Weigh the pros and the cons of doing so, relative to the industry you’re in.
If your product is price-competitive, then you should definitely include it. You’ll need to keep a close eye on your ads in case your competitors decide to undercut you.
10. Qualify Your Prospects
In order to get the most of out of your PPC marketing campaign, you need to qualify your prospects. This eliminates the possibility of your ads getting clicks from audience segments that you don’t serve.
Make it clear who the ad is intended for so that those who don’t qualify can keep on scrolling. For instance, say you’re running a dating service for the older folks. You have organized a singles’ mixer.
An appropriate qualifier would be something along the lines of “…for straight singles aged 40 and up.” That way when singles aged 39 and below see your ad, they won’t bother clicking on it.
11. Headlines Are King
In the digital marketing realm, content is king. But, when it comes to PPC ad copy, headlines take the crown.
You need to craft them carefully and beautifully. All other elements like the description line, display URL and ad extensions exist to complement what‘s written in the headlines.
12. Test and Optimize
You might think of yourself as a modern day genius when it comes to crafting the perfect ad copy. You might very well be, but, it’s always better to create another two or three ads for each ad group.
Let Google Adwords rotate them every so often. That way you’ll know which ads are performing better and which ones you can optimize to get the results you want.
13. Address Your Audience’s Objections Before They Do
Take control of the objections your visitors may have and respond to them right off the bat. For instance, if your ad copy has to do with a food delivery service, you can address hygiene issues, freshness issues, and nutrition issues within your ad.
You can say something like, “…fresh ingredients used daily without trans-fats or artificial additives… All food is prepared in adherence to strict food-safety standards…” You get the idea.
14. Be Location Specific
When creating your PPC ad copy localize it so that you can be both relevant and familiar to your target audience.
For instance, if your business is a flower delivery service make sure your ad copy is geographically specific to the people looking for flower delivery services in your area. It could read something like “Long Beach, CA Best Florist – Save 35% Off & Free Delivery.”
15. Optimize for Mobile
Ensure you optimize your PPC ads for mobile viewing as well. You can take advantage of Ad text customizers.
This Adwords feature allows you to create a text ad with a headline and description specifically optimized for mobile devices. It helps to read through the Google PPC ad copy best practices to learn how to do this.
The Bottom Line
When all is said and done, even the most targeted PPC ad campaign can’t survive bad Ad copy. Now that you know how to write an ad that sells, use the tips in this guide to writing captivating PPC text ads that will capture your audience’s attention and get your message across effectively.
Not quite sure where to begin? Check out our beginner’s guide to PPC.