When you’re operating on a constrictive budget, investing in new advertising initiatives is intimidating. But, the competitiveness of the marketing world demands businesses keep a continual strategy to sustain some form of growth.
PPC is a smart way to do this.
If you’ve never heard of PPC advertising, you’ve probably seen it a thousand times already. PPC ads are present any time a search is done in Google or similar search engines. PPC offers diverse advertising benefits to small business. So what is PPC?
PPC stands for pay-per-click.
It’s an advertising tool businesses use to promote themselves on the internet. By its standard definition, PPC is an online business model that uses set prices for online advertising. Each time a user clicks on an ad in a search engine or website, the business pays a minimal fee.
Pay-per-click relies on keywords. When a business wants an ad to appear on a Search Engine Results Page, they take part in a bidding system called an Ad Auction. Businesses bid on available keywords and algorithms in Google determine how they are displayed.
3 Advertising Benefits That PPC Can Offer Your Business
PPC is not difficult. Its complexity is no different than any other marketing strategy. If you’re looking for a breakthrough in internet marketing, let’s look closely at three benefits PPC can offer your business.
1. Contributions and Cost Effectiveness
Small businesses start the year chipping away at goals, mainly marketing goals. Pay per click contributes to these goals.
PPC gives your company a face in the market. Normal SEO strategy operates on keyword targeting. This method is beneficial but often hinders the way businesses express their brands online.
With Pay Per Click, you control the design of your brand and how you deliver it to internet users.
PPC aids in building a quality audience. Lead generation is all about building a digital sales pipeline. Through PPC, businesses can track their campaigns and target and filter relevant keywords, generating better leads.
Higher Return on Investment (ROI)
Pay-per-click works on a small business budget. It may appear counter-productive, seeing you’re paying for every ad click. But, if you maximize the metrics in your campaign, you can see a nice return on your investment. Set a budget cap and only target specific customers that fit into the metrics of your campaign.
Marketing through PPC is an effective way to give your business the advertising boost it needs.
2. Experimentation with Products and Services
Consumer taste is fickle. People are trend driven. For this reason, businesses must continually strategize ways to market their products and services based upon changes in the market. To do so requires having access to detailed reporting.
That’s exactly what PPC provides. Google refers to it as AdWords reporting. This is how it works.
Google allows you to link your AdWords and Analytics account together. Once you enable auto-tagging, you’ll be able to view statistical data in Adwords detailing what potential customers do after they click on your ad and reach your website.
This is what’s visible in the report:
- The Rate of Bounce (Bounce Rate): How many times a user only sees one page and launches one event
- Average Visit Time: How long a clicker remains on your website
- Pages Per Visit: How many pages a person views while on your site
- Percentage of Visits: An estimate of people who visit your site for the first time
This information helps businesses run an effective campaign. Adjustments can be made to budgets, and advertisers can alter bids. Also, if clickers are bouncing away from your site after viewing one page, this may be an indication your page needs an upgrade.
Experiment with products and services. Change the layout of your page and test out visual ideas. Don’t junk your page. Be strategic with the presentation of your products and prices. Spell everything out plain on the page.
Without the benefit of PPC reporting, it’s hard to make immediate adjustments in a changing market. Pay Per Click helps small businesses save time and money with detailed reporting.
3. Marketing Compatibility and Techniques
PPC advertising works well with other optimization tools. Paired with a few of the highest digital marketing performance strategies, a small business can run a dynamic campaign, sure to attract lots of clicks and visits.
PPC and SEO
Search Engine Optimization displays your website in web search results. Google (and other search engines) will rank your web name higher if you have a strong SEO strategy. This is based on keywords.
How does this pair with PPC? SEO and PPC often share the same audience, mainly due to shared keywords. This increases your visibility. PPC ads normally take the top three spots on search engine results pages, resulting in an increase in traffic.
Remarketing ads helps keep clickers who visit your site engaged. When a person leaves your website, remarketing will reconnect the visitor by displaying ads across whatever devices they are using.
By doing so, businesses gain access to people when they have an impulse to buy. Ads can be upgraded with images and text to change the dynamic of the campaign. And, remarketing makes your page easy to find when visitors are seeking you out.
Display networking is about targeting the right audience. It allows you to streamline messages to prospective customers at an opportune time. You can also engage with current customers using remarketing tools to keep them active on your site.
Benefit from a well-designed PPC marketing plan by implementing these techniques.
If you’ve been considering the advertising benefits of PPC, reflect on these benefits and incorporate Pay Per Click in your online marketing strategy. PPC optimizes cost-effectiveness, helps build a target audience, and gives your brand a strong online presence.
Digital marketing is necessary for online success. Drive your business forward by giving it the best chance at online success.
Review our online content about PPC to better familiarize your business with this marketing strategy.
SEO and PPC seem to be in a never-ending way, but you cannot overlook pay-per-click advertising because the benefits are undeniable. PPC has enough potential to deliver targeted traffic and generate more sales. The question is, should you do it in-house or outsource to a PPC management company?
For a PPC campaign to succeed, you need dedication and the ability to analyze data as an ongoing strategy. You may not know this, but there is a wide array of PPC marketing strategies that go from Geo-Targeting to Ad Scheduling, Dynamic Search Ads, Remarketing, among others. This makes the whole process quite tricky and challenging, making it essential to hire a PPC management company.
In this post, we’ll be looking at eight compelling reasons why you need to hire a dedicated PPC management company and the benefits you’ll reap from it. You’ll learn that you can avoid overspending mistakes, which means maximizing your returns from the ads. Besides, this frees up your time to do what you are best at, which is managing the business.
1. PPC Requires Skills, Experience, and Expertise
If you attempt PPC on your own, then you’ll soon discover that it requires a great deal of knowledge, a certain set of skills, and expertise. It may take a few years to garner the kind of experience necessary to handle the enterprise really well and drive it to success.
When you hire a PPC management company, however, you not only gain access to qualified professionals, but you get a comprehensive strategy that will utilize the latest technology. Professional experts will adjust keywords accordingly and monitor the campaign until you rank at the top.
2. Keyword Research Is Complicated
Keyword research plays an integral part in PPC ad campaigns, and experts spend so much time on it, initially and through the process. The problem with picking the wrong keywords is that you can exhaust your budget before you get any positive results. There may be free keyword tools on the internet, but a PPC company invests in better tools that offer a competitive advantage, which you lack on your own.
3. Tracking Is Just As Complicated
Tracking is one of the most significant aspects of a successful PPC program. You not only need to track sales, but you must track where they’re coming from as well. A well-executed analysis is supposed to show which keywords and placements bring in the most conversions.
The process involves tagging, which makes it possible to see which campaigns are doing well. Installing tracking codes requires coding knowledge, and if you have to learn all these things, then you better outsource your campaigns to experts who already know them.
4. The Costs Will Be Lower
The costs of hiring an in-house staff member to manage the PPC campaign far exceeds any costs you would incur outsourcing the task. Inhouse employees, come with a set salary and other employee benefits. Beyond that, you’ll need to consider the initial setup costs, investing in the right tools, and other overhead expenses.
Most of these costs are eliminated when you hire a PPC management company. You still have to pay a given amount for the expertise, but that will be just about it. They can work for you on an hourly basis, so payment doesn’t have to be a set salary.
5. It’ll Save You Time
Time is money, and any minute wasted is a blow to your business. You need to understand that setting up a PPC campaign is not an easy task.
Managing it to success will undoubtedly take some time because the process needs to go from keyword research to advert writing, monitoring, and updating whenever necessary. Executing all these tasks effectively and efficiently will take a substantial amount of time.
Besides that, PPC ads need tracking to identify profitable locations, and the ad extensions are working successfully. When you hire a PPC management company, you can spend all this time doing other important things for your business and be sure that experts are handling your ad campaign.
6. Gain Agile and Accurate Results
Given that you are on a set budget, your ad campaign simply has no room for mistakes. An inexperienced in-house team can cost you a lot of money if they keep making mistakes.
A professional adword management team, however, has experience in dealing with multiple campaigns. They are not only reliable but agile with technological knowledge and access to all the necessary resources. It’s easier for them to handle complex campaigns within the given deadlines.
7. They Know All About Campaign Settings
Setting up a PPC is no easy feat and requires a high level of professionalism. For your business to get optimum exposure, several things must be set up. For instance, do you want to target a specific geographical location?
Would it be feasible to target the local, national, or global market? Do you need to have different ad groups?
You must also consider whether you want to associate with a partner network and whether it would be better to filter out similar sites. It would help if you had a professional with a clear understanding of all these things for your campaign to be a success.
8. Budget Management Requires Commitment.
It’s quite easy to surpass your budget if you make mistakes. Keyword bid amounts tend to vary, and you can spend weeks trying to manage your allocated budget. Unwanted clicks can also cause the budget to skyrocket and you need the expertise to check for click fraud and web robot activity.
Pulling It Together With a PPC Management Company!
There are many more reasons why hiring a PPC management company beats doing it in-house. They have a deeper understanding of clock fraud, keep up with the latest trends and changes, and work full time to ensure your goals are met.
What better reason do you need? If you want your PPC campaign to rake in significant returns, give us a call. We’re a professional PPC management firm that will help your business soar to new heights.
You need web traffic to sell your products or services, grow your audience, or gain affiliate and ad revenue. And if you’re a small business, you likely also have a small advertising budget.
Pay-per-click advertising is an effective marketing tool to balance your budget and quickly increase your web traffic. The benefits of PPC are often significant for small business owners.
PPC is a type of digital ad that appears online as pop-ups, banners, and other formats. Instead of paying a set amount for your ad, you only pay if someone clicks on the ad.
PPC ads are based on keywords, which you bid on as part of setting up your campaign. Your ad will show up when someone searches for a specific keyword.
Keep reading to understand the benefits of using a PPC advertising strategy.
1. Targeted Audience
Unlike a traditional ad that might show up for everyone, a PPC ad only shows up when someone searches for the keyword you’ve bid on and won. You know if someone sees your ad, it’s someone who is at least somewhat interested in your business.
You can also control when and where the ads appear. This gives you greater targeting capability based on who you’re trying to reach. When you know your target audience well, you can set up your campaign to maximize your exposure to the most likely buyers.
Putting your ad in front of your target audience increases the chances of getting a click-through. You’re also more likely to convert with a sale or other desired outcome since the person should be interested in your business.
Targeting your audience also works well if you have a local business. When someone does a local search, they’ll find your ad.
2. Flexible Budget Options
Small businesses average about 1% of their revenues for advertising expenses. If your business is in the early stages or doesn’t bring in much revenue, that advertising budget can be small. That means you need to maximize how you spend it to get the best results.
When you set up a PPC campaign, you decide how much you pay per click. This makes it an option for all businesses no matter what the PPC budget.
You can also set a spending limit on the campaign. That limit helps you stick to your budget and gives you greater control over your ad spending. Using analytics to check your ROI, you can decide if you want to increase your spending on your PPC ads.
3. Copy-Testing Strategy
Are you working on perfecting your ad copy for all platforms? PPC ads are an ideal way to test out different approaches.
PPC campaigns are easy to change, which means you can quickly test out different headlines, colors, graphics, and copy. Run each option for a set amount of time to test it. Review the analytics for your PPC campaign to see which option works the best.
Use that data to refine all of your advertising. You might change up other types of ads or your marketing copy on your website to match the results.
4. Fast Way to Grow Traffic
Building organic traffic takes time as you develop your SEO and grow your audience. You have to rank up in the search results to get any significant traffic.
PPC ads go up immediately, which means you can get traffic much faster. As soon as you set up your campaign, you can start getting clicks through to your target URLs. That increased traffic can help you get more business, gain more exposure, and move up in the search results.
5. Increased Brand Awareness
As a small business, you’re probably not widely known beyond your existing audience. People who aren’t aware of your company won’t search for you by name. But they may search for related keywords, which brings up your PPC ads in their feeds.
When your ads start showing up for people, they start to recognize your logo and name. Even if they don’t click the first time, they may become curious when they keep seeing you pop up in the results.
6. Keeps You Competitive
PPC ads accounted for $10.1 billion in spending from 7 million advertisers in 2017. That means there’s a good chance at least some of your competition is using PPC advertising to gain new customers.
If you’re not using this strategy, you’re missing out on potential traffic. Staying competitive and using similar strategies as your competitors can help you get your share of the customers.
7. Measurable Outcomes
Not all marketing strategies are easy to analyze with data. Using PPC gives you access to concrete data to thoroughly analyze the results. You can run reports to see how many people clicked your ads, which helps you evaluate their effectiveness.
You can also monitor your costs. Knowing the number of clicks and advertising spend helps you calculate your profits and ROI from your PPC campaign. This tells you if you should continue what you’re doing or change the way you run your PPC campaign.
8. Doesn’t Require Organic SEO
Google receives over 3.5 billion searches daily with an average of 40,000 queries per second. No matter what your niche, someone is likely searching for what you offer. But if you’re not on the first page of search results, and ideally toward the top of the results, you may never be discovered by those searchers.
Using small business PPC strategies can earn you a spot at the top of search results, even if your site’s organic SEO doesn’t land you there. This can be especially helpful if you’re in a competitive niche where it’s very difficult to rank on the first page for your targeted keywords.
You shouldn’t ignore your website’s SEO just because you use PPC. Combining strong SEO and PPC can help improve your ranking faster than either one alone. But you can gain more traffic to your website even if you’re still working on your SEO.
9. More Control
You’re in charge of your spending and ad design when you use PPC advertising. It’s a more controlled way to get the word out about your business. You can change your budget at any time or switch up your target audience, which makes PPC advertising a very fluid option with endless adaptability.
10. Potential for High ROI
Using PPC advertising can give you a high ROI for your advertising dollars. Since you control how much you pay for each click, you can position yourself for a good return on investment.
Say you pay $2 per click and you get one out of 10 people to actually make a purchase from the click. If you make a profit of $120 off that sale, you still come out ahead by $100.
Enjoy the Benefits of PPC
Understanding the benefits of PPC advertising helps you determine if it’s the best strategy for your small business. This budget-friendly option gives you more control and helps you reach your target audience quickly.
Are you unsure of how to handle your small business PPC campaign? Take advantage of our Google AdWords management service to take the work out of PPC.
40% of brands say that their PPC (pay-per-click) advertising budget is lower than it probably should be.
When you’re creating a PPC campaign, one of the most important aspects is how much you’re going to budget per day or month for your ads. And, if you’re just getting started, it’s often hard to know just how high or low to set your bids.
Creating the right kind of budgeting strategies is a crucial part of ensuring that your campaigns are successful.
So, what’s the best way to go about creating a budget for ad bidding? Here’s how.
What Is a PPC Campaign Bidding Budget?
Before we get started, it’s important to understand what a solid campaign strategy definition contains.
Defining your overall PPC strategy means that you have to also define a campaign budget.
Setting up a paid search campaign requires you to allocate a certain amount of money to each campaign while also defining how much you want to spend per day.
This essentially means that if you know that you can only spend $250 per month on paid ads, then you need to spread that budget out over the entire month.
You can simply divide that $250 by 30 days and then you’ll have your daily budget. However, there are smarter ways to go about optimizing your ad spend that will increase your revenue.
How to Create a PPC Budgeting Strategy
A qualified PPC expert will tell you that creating a budgeting strategy is different for every business.
Even if two businesses have the same amount of money to spend, it doesn’t mean that they are going to need to set the same daily campaign budget.
To create a solid PPC budgeting strategy, it’s important to think about the value of what you’re selling.
Imagine two companies.
Company A is trying to create paid ads in order to sell their brand new $25 coffee maker. Company B is building a paid ad campaign to sell $500 mountain bikes.
If an ad results in a click that later results in a conversion, that conversion is going to be worth a whole lot more to Company B, right?
Think about this when developing your budgeting strategy. How much is a click or conversion worth to you? Don’t set your maximum cost per click to any higher than that number or else you’re going to be losing money in the long run.
You’ll also want to pay attention to your keywords.
If you’re selling in an industry that is highly competitive then you might have to allocate a little more money to a paid ad campaign as you’re going to need to
Budgeting Strategies for a New Campaign
Unless you’re working with a really experienced team of PPC specialists who know exactly what they’re doing, experts tend to recommend starting with a high maximum cost-per-click.
This will allow you to see how your keywords and ads are performing in the first few days or weeks. It will also ensure that people are more likely to click on your ads, which leads to a higher level of ad relevancy. This helps a lot in the long run!
Don’t worry. It’s unlikely that you’re going to have to pay more than a few dollars per click anyway.
However, following this budgeting strategy, you’ll be able to let your keywords and ads work their magic alone.
After seeing how they perform, you can then start to optimize your ad texts and remove and add keywords.
Take a look at the search words for each ad and figure out which keywords you’re paying for that aren’t going to drive conversions.
If you’re selling mountain bikes, for example, and you see that people are clicking on your ad after searching for “children’s bikes for sale,” then add that keyword to your negative keywords list.
This will help you save money on clicks that won’t lead to actual conversions.
After engaging in this kind of optimization for about a week or so, you’ll then be able to start to adjust your campaign strategies and budgets.
After your ads are relevant and receive more traffic, you can begin to lower your daily budget and maximum cost-per-click.
Budget Strategies to Increase Revenue
If you’re not new to ads or have been running a campaign for a while, then you’re likely wondering which bidding strategy should use you if you want to increase revenue from your ad spend?
Great question! This is actually part of the exam that Google suggests all expert PPC specialists complete.
The answer is that you should target return on ad spend (ROAS).
By following this budgeting strategy, you’ll be able to set your bids based on, well, ad spend.
This is a Smart Bidding strategy that you can select within Google Ads. It essentially helps you get more conversion value or revenue for the ROAS that you set.
This also means that, when it’s time for the search engine to hold the auction to see who’s going to appear first on the page, it’ll optimize your bids automatically.
Why is this important? It allows you to tailor your bids for each auction, which ensures that you’re going to consistently rank higher and reap the benefits of that.
Any budgeting strategy that focuses on action and conversions are going to increase your revenue.
Here, you’re not looking to build brand awareness, you’re looking to increase clicks to a high-quality landing page that will drive people to take action (i.e. purchase whatever you’re selling!).
Getting Help with Your PPC Budgeting Strategy
This might seem a little confusing, and that’s okay. That’s why there are courses and certifications for those who work to fully understand how PPC campaigns work.
If you’re left feeling a little confused as to how to develop quality budgeting strategies for your campaign, then it helps to get help!
Contacting a PPC marketing specialist who has experience in developing budgets for campaigns and companies of all sizes and types will ensure that you’re not wasting precious ad money on things that don’t increase your revenue.
Ready to increase your revenue and start winning with PPC?
Reach out to us today to see how we can help you out.
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.
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.
Flowers are blooming, the sun is shining, and new business opportunities are sprouting into view. Now all you need is the right marketing strategy to ensure those opportunities help you achieve business growth, too.
According to Forbes, pay-per-click advertising is 50 percent more likely to help companies make a sale, compared to organic leads.
Here are 10 ways pay-per-click advertising services can help your company blossom to its full potential!
1. You Plot the Entire Garden
When it comes to your business (and how you spend your money), you want to maintain control. With paid advertising like Google Ads, you can decide everything from the keywords to the budget.
You can also decide which keywords or ad groups to give a little more attention to. As you water and tend to these stronger ad groups, you can cultivate the ads most likely to sprout results.
Unlike print advertising, you have total control over every detail of your digital click ads. That control allows you to make changes on the fly from your phone or computer—whenever and wherever you want.
This also means you can tend to whichever trends are in season. That way, you’re taking control of your advertising and cultivating it for optimal results.
Learn more about PPC and taking control of your online advertising with our beginner’s guide.
2. Timed for Maximum Sunshine
Some plants bloom for the moon, while others thrive under the sunshine. With digital ads, you might realize some of your keywords behave the same way.
With pay-per-click advertising services, you can time it so your ads show at the best possible time. That way, you’re optimizing your results and cutting back on wasted spend.
Unlike print ads, PPC ads also display while people are searching for your product or service.
That means they’re already in research mode and potentially ready to buy.
This perfect timing allows you to take advantage of the buyer’s journey. Your PPC ads will blossom into view based on a person’s keyword searches, previous interests, or buying habits.
As a result, you’re timing it right and helping your company blossom, too!
3. PPC Fertilizes Your SEO
Like sunshine and spring showers, PPC and SEO partner up to make the most of your advertising efforts. Together, they can help illuminate your company and help you shine in front of potential customers.
Your search engine optimization depends on content that appears relevant to your target audience. With pay-per-click advertising services, you can create campaigns that feature these same keywords.
As you attract traffic to these pages, Google will recognize your content as a relevant resource for your target audience.
This will boost your SEO ranking for these pages, so you appear higher in search results.
Discover how SEO and PPC thrive off one another with this guide.
4. Dig into Targeting
Print materials such as billboards and flyers display to just about anyone—whether or not they’re your ideal customer.
With PPC pay-per-click ads, on the other hand, you can dig into the targeting settings. That way, your ads only display to the people most likely to buy your product or service.
These settings include demographics such as age, gender, household income, and more. You can also target based on previous search keywords, topics, and the website pages someone visited.
When you dig that deep, you can show your ads to the people most likely to become a customer. That way, you’re saving money and boosting sales.
5. Rooted to Your Business Goals
According to a survey, 45 percent of small businesses use pay-per-click advertising services for their advertising. These small businesses are able to align their PPC campaigns with their personal business goals.
For example, a restaurant would want to produce more foot traffic and improve their brand awareness. A flower shop, on the other hand, might want more online purchases or phone calls.
With PPC, you can cultivate your campaigns to achieve specific goals.
That way, your campaigns are rooted with these goals and blossom the results you’re aiming for.
6. Branding Blooms
Rain or shine, your PPC ads display online to attract website visitors. That means more people are seeing your content, company name, logo, and your overall brand.
The more often someone sees your brand, the more likely they are to remember it.
Unlike a flyer, which people might glance at and toss away, PPC ads stick around. That way, you can plant the idea they should choose your company into their minds.
Eventually, this will bear fruit in sales and brand loyalty, helping your company grow.
7. Thriving Conversions
Since PPC ads display when people are in the mood to make a purchase, they’re also optimized for conversions.
Using dedicated landing pages and strong ad language, you can lead potential customers toward a form or your online shop.
Then, you can watch leads blossom into a bouquet-worth of sales. Now that’s flower power.
8. Watch It Blossom
It’s not enough just to let your campaigns soak up sunlight and grow on their own. They need a little tending to from time to time.
With PPC, you can study the results of your campaigns. That way, you can make smart, informed decisions.
Then, you can adjust campaign settings so they’re optimized for more results.
9. Nutrient-Rich ROI
Instead of blowing your advertising budget on flyers that may or may not lead to sales, pay-per-click advertising services help you rake in leads.
When you optimize these campaigns for the most results, you’re also improving your return on investment. That way, your spending your budget where it matters most.
10. Weed Out the Competition
With PPC campaigns, you can get in front of customers before competitors can.
That way, customers see—and choose—your company first. Once your ads reach the top of the page, your company will also appear credible, making you an authority in your industry.
Then you can weed out the competition and help your company thrive.
Spring into Action with the Benefits of Pay-Per-Click Advertising Services
With these 10 benefits of pay-per-click advertising services, you can uproot opportunities and help your company bloom. Watch those leads sprout and conversions blossoms with an effective PPC strategy!
Unearth more PPC management strategies with these bountiful resources!
Around 80 percent of businesses spend a quarter or more of their marketing budget on digital ads. There are many ways to incorporate digital marketing into a strategy. Most of them are affordable.
The bottom line is clear. People are investing in digital marketing.
As we said, there are quite a few different options if you want to include digital marketing in your plan. One of the best-known is pay-per-click, or PPC advertising.
If you haven’t explored this option yet, we’re here to help. Think of this guide as a sort of PPC 101.
We’ll introduce you to the concept of PPC and how it works. Then we’ll go over why PPC matters and how it works with your other marketing initiatives.
PPC 101: Defining the Term
What is the PPC meaning anyway? This abbreviation stands for “pay-per-click.” It’s one of the oldest forms of online advertising.
PPC should be familiar to most marketers. Like older, print forms of advertising, you’ll rely on ads to use this method of marketing. You’ve likely seen banner ads and pop-ups on any number of websites you visit.
The difference is that, with PPC, you only pay when the ad gets clicked. That’s where the name comes from.
The system of purchasing is also a little different. You’ll bid on different keywords. If your bid is successful, your ad will be shown when someone searches a particular term on Google or Bing.
This is why PPC is also sometimes called “search engine marketing.” Search engine PPC is one form of this advertising.
Search engines aren’t the only pay per click sites though. Facebook, for example, has a PPC ad system.
Once you’ve won your bid, your ad will be displayed to users searching particular terms. If those users then click your ad, you’ll pay what you bid. The price is set per click.
How to Use PPC
Adding PPC marketing to your digital marketing strategy is easy. You can sign up for an ad network like Google Ads (formerly Adwords). Then you’ll bid on various keywords. When you win the bid, your ad will display for that search term.
Seems simple, right? It is, in theory. Using PPC in practice can become a little more complex.
The first thing you need to do is set a budget. It’s also important to pick the right keywords. Bidding for common keywords can become quite fierce, so you might end up overpaying.
Another issue is picking poor keywords. While you may not end up paying much, you also won’t drive much traffic to your website. Those visitors who do arrive on your site might not be the potential customers you’re looking for.
Finally, you’ll want to pay attention to the quality of your ads. Ad text is important in convincing people to click on the ad. Ads with images outperform pure text ads as well.
You should aim to create quality ads, just the same as you would for any other advertising campaign. There are a few rules to make digital ads more effective, so be sure to follow them.
Why You Need PPC
The next question you likely have is about the benefits of PPC for your business. Many people feel PPC is outmoded or doesn’t drive the results they want. Some think it’s too expensive for how much they get out of it.
When done right, PPC can be an effective part of your marketing.
Some people will tell you that it’s more important to invest in SEO or content marketing. They might tell you PPC isn’t a good choice.
They’re forgetting that SEO and PPC actually go hand in hand. When you use only one or the other, you only have half a marketing strategy. A holistic marketing plan uses both and lets them support each other.
SEO makes your website more visible during organic searches. PPC, by contrast, can put your website front and center when competition for the top spot is stiff.
PPC is also a better choice for time-limited offers, like sales. SEO takes time to work, whereas PPC can drive instant results.
The ROI of PPC
How effective is PPC? Google reports that businesses make $2 for every $1 they spend in Adwords.
PPC’s effectiveness can be seen in other ways. For example, PPC visitors are more likely to buy something from you.
The intent is also clear. Ads receive more clicks than even the top-ranked result when the search term starts with buying keywords.
From these figures, it should be clear PPC can be an effective and important part of your campaign. Using PPC gives you total control of your campaign, something you can’t achieve with SEO alone.
Building Great PPC Campaigns
As we’ve stressed, the success of your PPC efforts hinges on your ability to create great campaigns.
The quality of your ads is one key component. You’ll want to be sure you’re using catchy, attractive ad text. Images help too.
Selecting the right target market is also important. If your ads are reaching the wrong people, you’re less likely to find success.
Keywords and budgeting are two other important factors in a PPC campaign. The right keywords will help you reach the right people and stay on budget. A good budget will help you control costs so your campaign can achieve a higher ROI.
Finally, make sure you’re testing your ads. Try out a few variants and see which ones perform best.
If you’re still hesitant about building a PPC ad campaign, you can reach out to an experienced PPC company. Their expert team can help you do keyword research or test out variants of ads.
Start a PPC Campaign Today
That concludes our PPC 101 lesson. Now that you know the basics, you should be ready to get started with your very first PPC campaign.
Remember that help is always close at hand. If you need expert advice, don’t hesitate to get in touch. We’re here to help you build successful PPC campaigns for your business.
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.
Our emotions cause us to react to our environment and the people around us. Advertisers realized emotions can be used as an effective marketing strategy. When advertisements appeal to a customers’ emotions, this helps drive sales.
Emotions can be used in your PPC ad campaign. When you market to your customers’ emotions, they better understand your advertisements. This helps you gain sales, brand recognition, and devoted customers.
But there are common traits that can make or break emotional PPC ads. Here’s how to do emotional advertising the right way and if this advertising method is right for your brand.
Positive vs. Negative Emotions
Emotional ads are placed into two categories: positive and negative emotions. Positive ads convey an enthusiastic feeling in consumers while negative ads convey a problem and a possible solution. Here’s how to effectively utilize both.
Positive ads highlight good qualities. Whether the qualities are the product, service, or the company itself, positive ads convey feelings of enthusiasm and satisfaction.
Brand managers and advertisers use this method to highlight buying points to encourage consumers to use the product.
The goal of positive ads is to make the brand or product look amazing. This advertising sets brands ahead of their competition by proving their worth.
Effective positive advertising also makes consumers feel enthusiastic about the brand, encouraging their sales and devotion.
Restaurants use this advertising. They display tantalizing pictures of their food and encourage consumers to eat at their restaurant.
They’re using their delicious food to put themselves ahead of their competition. Since people love eating, they feel positive emotions when they see the amazing food advertised.
Common Types of Positive Emotions
When using positive ads, it’s helpful to understand positive emotions and how they can be used in advertising.
This is the most common positive emotion. Everyone strives to be happy. Happiness is intoxicating and makes people feel they’re on Cloud 9. Happiness connects people and helps people interact with the world around them.
Use happiness in your positive ads.
If you’re using stock models or actors, make sure they’re smiling and laughing in your advertisements. Use words that convey happiness, such as “amazing” and “fun.” Use messages that link happiness to your product or service.
Compassion is the feeling of selflessness. After you help someone or something, you feel good about yourself. Advertisers use compassion to help the consumer make a decision for the better.
Charities often use compassion, stating a donation will help those in need. Other companies use compassion as a way to prove you’re doing good for others, such as buying healthy food for your children or purchasing organic food for your pets.
Don’t let the name fool you — negative advertising doesn’t make the consumer feel negative. Rather, it conveys a problem and provides a solution.
The ad usually states a common problem that consumers face. This could be a bad situation or even a negative emotion.
The goal of this advertising is to offer a solution to a problem. They use negative emotions or a bad situation to provoke negative emotions, but offer a solution so consumers can use their services.
For example, many lawyers use this type of advertising.
You probably see ads such as: “Did you get injured in a car accident? Call us for legal support.” This ad states a common problem, such as a car accident. But then they offer a solution, which is legal support.
Many businesses also use negative ads to place themselves over their competition, but this ad strategy is risky.
Common Types of Negative Emotions
Even though you don’t want consumers to feel bad, tapping into common negative emotions helps enhance the problematic message. These emotions include:
Everyone feels sadness and depression. Some feel it occasionally while others are burdened with constant depression.
Advertisers use sadness to provide a solution. This could mean ending your depression, which is used in anti-depressant ads. Or feelings of sadness could even result in compassion, which is what charities commonly use.
At some point, people feel afraid. But horrifying images or details immediately puts people in fight-or-flight mode. Similar to how horror writers and filmmakers use fear, advertisers can introduce fear but then introduce a solution.
How do advertisers show fear? They use real-world situations and then offer a solution, which is their product or service. Examples include debt relief, protection from getting sued, or ways to prevent catastrophic events.
When using emotional advertising, you should know which advertising method works best for you. Some brands benefit more from positive ads and others benefit more from negative ads. Many use a combination of both.
This is why emotional analysis is key. You need to ensure your demographic will react to your advertising.
For example, certain ads bore consumers or even annoy them. But the right ads will influence your sales. If you use advertisements that don’t create leads, your campaign will fail.
How do you know which type of ads will work? This may take some risk. You can always try both and see which method works for your brand.
How to Measure Advertising Success
The easiest way to measure advertising success is to monitor your sales after you release your ad. But this isn’t always successful. Here are other ways to measure ad success.
- Look at your demographics — certain emotions affect people of different genders, races, ages, and geographic locations.
- Surveys and interviews
- Face-to-face and client-facing advertising
- Monitoring social media comments, likes, shares, and messages
- Customer concerns, suggestions, and reviews
Gaining feedback on specific ad campaigns isn’t always easy. But when you study your clientele and monitor sales, you’ll understand which emotional advertising campaign works.
Time to Use Emotional PPC Ads
Are your PPC ads failing? If so, your consumers probably don’t feel an emotional connection to your brand. If you think this is the case, emotional PPC ads will help improve a connection between you and your customers.
Use positive and negative emotions to convey different messages and tap into different feelings.
Are you ready to seek out professional PPC services? Take a look at our white label PPC management solutions today.