Getting started in PPC advertising if you've never entered the arena can be a bit daunting at first. If you're not already familiar, PPC (pay per click) is a form of advertising in which the advertiser pays a publisher every time that their particular ad is clicked. With the advent of the success of Google AdWords, PPC advertising changed dramatically. Now, virtually any small, medium, or large business can prominently get their information out there to the consumer by way of AdWords.
There is one caution with this type of advertising, however - there are some strategies involved to ensure that someone actually clicks through, and there are a few solid tips you can put to use that will help make your PPC management skills and advertising work!
KEEP IT CONCISE
With Google AdWords, it's an absolute requirement that you keep it concise and to the point - but the words that you put into the block do matter. You really have one chance to catch the consumer's eye before they begin to scroll down the list of other ads and non-targeted results on the landing page. You have 25 short characters for your headline, 35 for your display URL, and 35 for your ad copy. With spaces included, this isn't a lot, so the words you use must be effective.
UTILIZE PPC MANAGEMENT
If you're starting from scratch, try to get help from a professional. Content management and PPC management services can make a world of difference in how your copy and advertising is presented. Even if it's just to get your feet wet so you can take over the advertising helm, a knowledgeable group or person who's very familiar with PPC management and Google AdWords can get you started on the right track.
DON'T ASK QUESTIONS YOU ALREADY KNOW THE ANSWER TO
Simply put, don't ask the consumer a question. If you are selling tires, don't let your headline read "Need New Tires?" It's redundant - that is why the consumer is searching for tires in the first place. Target their reason behind needing new tires, and beef up your headline a bit. "We Buy Old Tires," "We Sell Discounted New Tires," and "Buy New Tires Today" elicit much more of a response than asking a question. This applies to any industry, no matter what your brand or service is.
ADD A CTA IN THE AD ITSELF
A CTA, or call to action, is typically something you find at the end of a webpage. This closing paragraph encourages the sell. The CTA should tell the consumer how to contact the business or service, and essentially why the business or service is best. A CTA in PPC advertising is slightly different. You want keywords that really get the consumer's attention to draw them in. Highlight what's most important about your brand. Simple CTA keywords for PPC could include:
- Free shipping
- Round-the-clock support
- Free estimate
- Limited time offer
- Free offer
Think of a small phrase that your business offers that makes it stand out from the rest of the competition. In an online retail environment, "free shipping" certainly is the CTA that draws a lot of consumers to your site. Clicking through is what you want, of course, followed by the sale.
MAKE ADS LOCAL AND TIMELY
Ensure that your ads are up to date. Don't let ads from an old sale linger on. Add timers to your ads so that customers feel pressured to click in. No one likes to lose out on a limited-time sale. Also, make your ads extremely local. Especially if you're offering a service, you want customers to know that your location is right down the block, right around the corner, or just a phone call away. A PPC management professional can really help you get started with localization.