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PLEASE BE AWARE: This is an old article, and while we think there are still nuggets of good advice included here, it may be out of date. Things move very quickly in the world of Digital Marketing, Lead Generation and Conversion Rate Optimisation - so please see our latest news for the most recent advice on how to get more out of your website and online marketing.
Pay Per Click Marketing (PPC) = the future of advertisements!
Have you started your campaign yet? Given that Google is the most popular website on the internet, with millions of hits per day, and thousands of people who have made it their career to get websites to the top of the results list, PPC was always going to be a success. Available on Google, LinkedIn, Facebook, Twitter, Bing, Yahoo and much more, PPC has well and truly taken over the advertising world.
Despite the sheer amount of PPC ads that are out there, and the possibilities open to businesses and consumers alike who take up the system, there are still people out there who still use really ineffective ads.
You wouldn’t have a magazine advert that wasn’t worded and branded to perfection, so why let your PPC campaign go unchecked?
Here are Xposure’s tips to writing PPC adverts that are brilliant, engaging and will increase your click-through rates.
1. Keep your wording simple and clear.
Having overly complex wording will really impede on your success with PPC advertising (and besides, you are limited on characters anyway!). Keep your adverts simple, easy to understand and clear, delivering your chosen message effectively.
2. Use people’s emotions.
Emotive language is a must, as it evokes responses in the viewers, and increases click through rates. Have adjectives such as ‘affordable’, ‘easy’ and ‘cheap’ as everyone likes the quick and easy way, even more so if its affordable!
3. Use your keywords.
I know it sounds obvious, but make sure that you use your keywords from your campaign, within your advert. When people type in their search term, they are looking for results that feature their keywords or solve their problem, and won’t waste time on ads that seem irrelevant.
4. Call to action.
As with all adverts, you need a call to action, tell the viewers what you want them to do. If you are offering dog kennels for the summer, then tell your audience to ‘book now’ or ‘call now’ to avoid disappointment.
5. Avoid Jargon.
Although you know what it means, its unlikely everyone will. You need to ensure your adverts are easily understood, and even though you have a small character count, this is not an excuse to use lots of acronyms that people won’t understand. You may lose vital leads this way, so keep it simple.
6. Personal.
If your advert lends itself to doing so, then add in some personal pronouns. Addressing your audience directly. Involving them in your adverts will increase your click through rates, as people feel they are being spoken to individually.
7. Don’t forget your URL.
You are allocated a line for your URL on each advert you create, and this a really important element to increase engagement. Include your keywords within your URL, as this will put the user’s mind at ease that they are being taken to a site that is relevant and appropriate to their search term. To use the kennel example again, your URL could be something like this: www.businessname.co.uk/kennels so that viewers know they are being taken to a site about kennels!
And that’s all there is too it!
At Xposure we run a number of PPC campaigns for our clients, and use these tips throughout each, with great results. Think you know what you’re doing now? Implement these tips immediately, and post your results after the first week. Still confused? Get in touch and we’ll do it for you!
