Pay per click ads are a highly effective way of getting targeted search engine users to engage with your business. PPC ads typically appeal to the digital consumer that’s most primed for conversion, so the more effort you put into optimizing your ad’s “click-ability”, the more impressive the ROI you’re going to see in return.
It’s simple math, really. You’re paying each time a search engine user clicks on your PPC ad, so you want to do everything you can to ensure your ad is targeting the right audience – meaning the audience that’s most likely to follow through and make their way through your sales funnel. The hard part is figuring out how to optimize your PPC ad’s click through rate (CTR).
Unlike SEO which presents an entire playing field of opportunities to optimize your online visibility, PPC ads provide only a limited amount of space to convince an audience that you’re not only worth the effort of their click, but that you’re also someone they want to do business with.
There’s actually quite a bit of nuance to generating a high CTR on your PPC ads, and it all starts with a strategy of best practices. Ready to roll your sleeves up and boost the CTR of your ads? Here are five best practices that will get the job done.
Know Thy Audience
The number one most effective – and simplest – way of increasing your CTR of your PPC ad is by really understanding the audience it’s targeted towards. PPC ads that are too broad rarely perform well, or at the most produce a subpar ROI. When thinking about your PPC ads, look at your audience as a whole, then segment it into very targeted pools with specific needs.
It helps to think like your audience, too. If they were to describe your product or service, what words would they use? What features or values are important to them at this point in time? What type of emotionally driven text is most likely to get their attention? Remember, your PPC ads should be about them, not you, so it’s important to get inside their heads and understand what motivates them as a consumer.
A PPC ad without a call to action is one that falls flat. You can’t assume that your audience is going to intuitively take the next step, especially since most digital consumers are accustomed to being nursed along through subtle cues and persuasive CTAs. You don’t have much space to spare in your PPC ad, but it’s crucial that you devote some of it to a powerful, action-oriented CTA.
The goal is to entice the internet user to take action. The more action oriented your CTAs, the better – plus bonus points if you instill a sense of urgency. Standards like “Act Now” or “Learn More” are effective, but it’s also ok to step outside of the box and be more specific with what you want them to do. For instance, “Make a Reservation” or “Save Your Spot Today”.
Implement Ad Extensions
Ad extensions are juicy little nuggets that provide the search engine user with just enough incentive to click on your ad. Ad extensions can be simple like including your phone number or website address, as opposed to only linking to a landing page. These types of extensions provide your audience with more options on how they contact you and are more likely to get clicked on by a serious inquiry. Structured snippets that further communicate the value of your business or call outs that enhance the appeal of your CTA are also effective for enticing people to make the click.
It’s All About the Text
Let’s face it, your PPC ad is going nowhere without text that encourages your audience to read, think, and then take the next step. Knowing how to optimize your PPC ads for maximum interest and click through rate is key to your success.
So, how do you go about optimizing the text of your PPC ads? Here are a few pointers.
- Use keywords. Which keywords perform well on your website and social media content? Are there location relevant keywords that are going to draw more attention to your ad? Do some keyword research and then test the results.
- Language they can relate to. Remember the point of your PPC ad is to attract the attention of your target audience, not to establish yourself as an authority on any one subject matter (there’s another time and place for that). Keep your keywords and language in line with how your audience communicates.
- Don’t disregard visual impact. Certain language, like “50% OFF NOW” captures the visual attention of your audience and compels them to learn more.
Pay Attention to the End Goal
Each time someone clicks on your ad but decides to not move any further is money out of your pocket. The goal isn’t just to get them to click on your ad, but to continue to engage once they move past that first initial step. The landing page you’ve designed for your PPC ads is the vehicle for making this happen.
Put some serious time and thought into your landing pages, and make sure you have one that’s specifically dedicated to each PPC campaign. When someone clicks on your ad, they expect the page they land on to correspond to the ad, provide them with the information they’re looking for and make it easy – and enticing – to take the next step.
Get the Most From Your PPC Ads with a Targeted Strategy
Producing PPC ads that generate a high click through rate requires strategy. When you want to see an impressive return on your ads, we’re here to roll up our sleeves and develop a PPC strategy that gets results. Not every PPC agency follows through on their promises, but at GoingClear Interactive, your success is our priority. When you’re ready to crush the Boston PPC market, contact GoingClear Interactive and let us help your business reach its goals.