For people who are looking to market their business, product or service online, pay per click (PPC) can be a very valuable but often overlooked resource. It is often overlooked because in order to get a result from it, money needs to be spent. In a world where we are getting used to having more and more things for free, we often either decide against PPC advertising or don`t do it properly. Actually, if it is used properly, it can be an extremely effective marketing tool and great for driving traffic to your website.
The secret to a successful PPC ad campaign is the content. You have a few seconds for those people to make up their mind about clicking, so the content needs to be perfect. Writing this kind of copy isn`t an easy task, so here are three helpful hints which will help you to get the right PPC ad content.
1. Suss Out The Opposition – Before you embark on your copy, check out what kind of content your opposition is putting out. You need to make sure that you stand out from the others so either do what they are doing but better or do something totally different and truly unique to you. You should have a look at their use of keywords – do they run them in the content, and if so, how many? What can you learn about the way that they use keywords? Remember, it may be that you`re learning how not to do things, rather than how to do them.
2. Promotion Or Call To Action – So you`ve got their attention, the next thing is that you want them to do what you`re after – it may buying, signing up, following, or something else. The first step is to ask them to do it. Add a clear and easy call to action, maybe with a button to click saying `buy`, `join` or `order` which goes through to the relevant landing page. You can get added incentive by offering special promotions and discounts – percentage discounts or free shipping is two popular ideas. Make sure that you are clear about what you are offering and that it is easy for people to use. Again, you can get ideas for this from the website of your competition if they are running something similar.
3. Testing Testing – No successful person has gone through life without making a single mistake, and it`s important to remember this when you`re embarking on a PPC campaign. Even the best marketers in the world don`t know exactly what is going to be truly successful and so they are forever testing and adapting. Make sure that you get the analytic data about your campaign so that you can see what works and what doesn`t. From this you can make informed decisions about content and go about fine tuning your campaign. It may be in the content itself, the keywords used or even tell you about the ease of carrying out any call to action that you may have put in.
Creating great PPC content can be a daunting task, but it is worth investing some tine into getting it right, as the result can be enormously successful. Do some research, go in with an open mind and be prepared to adapt and you should see your PPC campaign come out with great success!
Head of Marketing
The Internet Marketing Academy
(Image courtesy of Dollarphotoclub)