How to Develop an Engaging and Effective PPC Ads Campaign for Higher Clickthrough Rates and Conversions
If you know anything about digital marketing, you may have come across the term PPC.
PPC or pay-per-click advertising is a digital advertising strategy in which advertisers pay each time a potential customer clicks on an online ad.
With this and other digital advertising strategies becoming more complicated, how do you develop an engaging and effective PPC strategy that works? Which platforms should you publish your ads on, and what should you include in your ads to reach and convert your target audience?
Here, we answer these questions and more to help you improve your overall PPC ads marketing strategy.
How to Make Your PPC Ads Strategy More Effective
Whether you are looking to increase your click-through rates and conversions or are simply building awareness for your product or service, the tactics you employ in your PPC ads campaign will directly influence its success.
Some effective PPC strategies to consider include:
1. Research Your Target Audience
Identifying your target audience and their needs and wants is essential to developing a water-tight PPC campaign.
With many ad platforms now restricting keyword targeting, you must invest more into researching what makes your target audience tick to have a higher chance of getting them interested in the products and services you offer.
Segment your customer base to give you a clearer picture of customer intent. Ask questions such as:
- What is your customer demographic? (age, income, gender, location, interests)
- What are their expectations for your product or service?
- What are their pain points? How can you meet them?
- What do they currently buy from you? Would they consider alternatives?
- Which other brands do they buy from?
With answers to these questions, you’ll make your PPC campaign compelling enough to get potential customers to convert.
2. Undertake Proper Keyword Research
Keyword research is the cornerstone of any effective PPC ad campaign. The keywords you choose can mean the difference between converting a lead into a paying customer and losing out on business.
The keywords available to you are innumerable, so create the perfect keywords or combination of keywords to match various categories.
Keyword research also allows you to know which keywords your competitors are bidding on and decide whether you can take them on.
You might also find that some keywords have a higher CPC (cost-per-click) than your budget allows. You should also avoid negative keywords and apply positive keywords correctly to your PPC campaign to prevent search engine penalization and yield higher click-through rates.
Invest in a good keyword tool like Google Keyword Planner, SEMRush, Long Tail Pro, and Answer the Public to ensure you’re using the right keywords in your ad copy and significantly improve conversions from your PPC campaigns.
3. Write Relevant and Compelling Ad Copy
Your ad content should match what the user is searching for and meet their pain points to be effective. Relevant PPC ad content should give the consumer the information they are looking for and not contain clickbait.
Ensure that you:
- Use direct, attention-grabbing headlines with the relevant keywords
- Use simple, readable, and understandable language that sounds human and includes your unique selling points
- Include social proof in your copy
- Include a compelling call-to-action that captures the attention of a user with the promise of reward.
4. Formulate an Integrated Campaign
Integrated PPC campaigns can mean the difference between converting one or two customers and blowing up your ROI.
Try to combine strategies, e.g., connected TV and paid search, to get an inflated ROI on multiple channels instead of spending all your money on one platform. For instance, you could leverage Facebook Ads and YouTube on the same campaign to reach different audiences and obtain new customers.
5. Set Clear Campaign Objectives From the Start
For your campaign to be successful, you must begin with the end in mind.
Using a simple three-stage funnel is a perfect way to do this, guiding you on how to tailor your ad to your potential customer from the awareness stage right through to the conversion stage.
Ask yourself the following:
- What’s the reason for your PPC campaign?
- How does your PPC campaign fit into your overall marketing strategy?
- Are you looking to grow brand awareness or increase sales?
This will enable you to know how to customize and tailor your PPC ads content to meet your potential customer at the right stage of their buying journey.
If you’d like to know more about developing an engaging PPC Ads strategy for your business, get in touch with Digital Engage. You can call us at (423) 397-2467 or contact us online to get started.