PPC - Pay Per Click Management

Generating new traffic for a website is obviously a critical component of effective marketing. How do website owners find new ways to generate traffic using PPC campaigns? PPC ads have a small amount of text to use, so how do marketers find a way to beat their competition with the ads? The best experts research and rework text several times to create compelling ads that draw attention. These six steps will help to supercharge any PPC campaign and turn it into a money-making machine!

Step #1: Identify and Focus on Benefits

What is the purpose of the ad? What product or service is being promoted? Identifying the particular product and highlighting the benefits. The benefits are some of the best keywords to use in the PPC ad copy. Test multiple ads to determine which ones are meeting the customers’ needs and attracting the most attention. Split-testing is the best way to undercover a keyword that resonates with the target audience.

Step # 2: Avoid Flamboyant Terms

There are several ads that always promote something for “free” or “guaranteed” or “best.” How often are these ads leading to a relevant landing page? While some words work well, running ad copy with words people might object to should be avoided at all costs to avoid seeing a decline in traffic. The ad copy needs to relate to the landing page, or the clicks will never turn into conversions. Create ads titles that command the attention of a reader and be sure to feature action words prominently.

Step # 3: Incorporate Special Characters

One way to draw attention from customers is by incorporating symbols and special characters in the text. A special character breaks up the text and captivates the reader’s attention. Studies show that when companies incorporate a special character into the ad copy they tend to have better click-through rates.

Step # 4: Remove Prices

If companies offer up their prices in PPC ad copy, what reason does the customer have to click on the ad? Eliminating prices from the ad copy will help generate a higher click-through rate. The other downside to listing prices in the ads themselves is that it could drive away customers, and it gives the competition an easy way to undercut the ad’s effectiveness: by charging less.

Step # 5: Improve Landing Pages

Perhaps the ads are receiving clicks, but the customers are leaving the page or they aren’t buying what is being offered. If this sounds familiar, it’s time to take a look at the landing pages. What is being offered on the page? If the content is not relevant to the customer, people will leave the page every time. Ads must not mislead a customer or take them to unrelated content on the site or it will cause frustration.

Step # 6: Split-Test Ads

Savvy web marketers will use a variety of keywords to figure out which ads customers are relating to, and which ones need to go. Testing multiple ad titles and copy variations makes it easy to find the ones that are generating the most traffic. Eliminating the poorly performing ads will save money and time in the long run.

Pay-per-click advertising is not a cut-and-dry process; it requires a lot of trial and error to find the keywords that work and the ones that do not. Every target audience will respond to the ads in a different way, requiring marketers to get creative with the ad copy. It doesn’t take long to realize that PPC marketing works. The results from compelling ads will grow a business in no time at all.