If you use Pay Per Click marketing to drive traffic to your site and you find that it is becoming more expensive? It is probably because you are making some of the most common mistakes that we often see when we take on new PPC management for clients.
- Poorly crafted copy
- No call to action
- No landing page
If your PPC campaign is just hemorrhaging cash and you are thinking about dropping it, test these three simple steps to see if your return on your investment in this marketing channel can be increased.
We have seen many clients generate more leads and more sales through the implementation of just these 3 tried and tested tactics – and so can you.
1 – Craft that title and add a question mark?
The first line of any PPC advert that you create is the most important – This is the headline of the advert. There are two simple things to remember when thinking about headlines.
a) Include your targeted keyword – when your ad displays in Google or Bing, if your keyword is included in the title of your advert, the system automatically formats the text as BOLD, helping to make your ad be seen better.
b) Add a question mark at the end of your title – adding a question mark will trigger a physiological desire to click your advert advert out of sheer curiosity for the answer to the question.
2 – Be clear on one benefit and one feature
Adverts that simple tell us all about the features of a product and no benefit, simple don;t work. People want to know what it is that they will get when they engage with you, buy your product or simply click your advert. It is still important to add a feature, but remember you don’t room to write an essay so don’t try and ram it full of content. Keep things short and sweet. Use the first line of the advert body to describe a benefit and the second line to describe a feature.
3 – Use landing pages to really deliver on your promise
If you are driving traffic using PPC to your homepage, STOP! On the whole, people respond and click adverts when they are ready to buy. Why would you send them to a generic page where they have to go hunting for promise you gave in your advert. Take them to one of two pages:
a) A product page or an offer page related directly to your advert, even using the same headline in the title of the page, then show them how easy it is to buy that product – by adding a ‘Buy Now’ button.
b) A lead capture page where you are going to give them a free download, access to a webinar or any other product or service, just for entering their details.
Better PPC Campaigns
Learning how to polish your PPC advertising campaigns will help you active a greater return on investment from them. Don’t run with lackluster copy, uninspiring headlines and please stop if you are not driving traffic to landing pages or direct to product pages.
To learn more about our PPC management services, call the team on 01793 608777 or visit our PPC Management page for all the information you’ll need.