Many businesses commonly use search engine marketing. It’s also known as pay per click, as companies are not charged for the advert unless someone clicks on it. PPC ads appear on the top or right-hand side of a search engine results page, and when multiple businesses are using the exact keywords or phrases for an ad, then the ad space needs to be bid on. The prices of bids can vary depending on the relevancy and popularity of a keyword or phrase. A digital marketing agency like Itonic can make bids on behalf of a business if necessary. Using a digital marketing agency is wise if the business doesn’t know anything about search engine marketing or doesn’t have the resources to complete a campaign by themselves. As there can be quite a lot of competition with search engine marketing, a few things can be done to make an ad look more appealing and have a consumer click it.
Having a relevant headline is essential. Not only is it good for web users to determine what the web page is about and if it’s appropriate to them, but it’s also great for search engines to figure out what the content is all about without having to read it. Headlines are easy to customise and easy to produce too.
When designing a headline, it needs to be relevant to the product or service but not too specific that it won’t appear in many search queries. However, if the headline is too broad, it could appear in too many searches, and that could ultimately cost more money as more users are seeing the headline, clicking on it, and then realising the content isn’t relevant to them. Consider the products and services on offer as well as the industry niche to create a great headline. Locations can also be included in a headline, and these can be pretty helpful when a product or service is only offered in a particular region. Focusing on location is ideal for improving local SEO. Additionally, as M-commerce is becoming more and more popular, location specifics are becoming more relevant. Therefore, it can often be wise to include a location.
Underneath the headline, there will be an option to add a small product or service description. This description is designed to be informative as well as enticing. The headline should already say what’s on offer, so that doesn’t need to be reiterated. Adding a timely offer can encourage consumers to click the advert and learn more about the product or service. Timely ads are a great way to attract consumers! These are often great for sales or discounts and can drive web traffic.
Alternatively, a special offer could be included. This could be an offer for a first-time customer or a limited-service, often seasonal offers. Again, these offers are designed to entice consumers into choosing a specific ad and convert their query into something more promising, like engagement or even a transaction. The offer doesn’t need to be a lengthy sentence, only something simple to get the offer across.
Call to action
Once a great headline and timely offer have been crafted, there must be a call to action to complete the ad. A call to action is simply telling a consumer to do something. This could be something along the lines of ‘buy now’, ‘make a reservation’, and ‘see portfolio here’. They’re placed at the end of the advert, after all of the other relevant information. Only one call to action is needed and it’s designed to guide a consumer into a desired direction. If the ad is for a restaurant, of course, a reservation is the most desirable outcome of the ad.
It’s been proven that consumers often respond well to call to actions. They’re convenient, easy to understand, and the intentions of a business are clear.
These are three main elements that need to be considered when building a PPC advertisement. The clearer the advert is, the better responses it will get.
You may also like: Best Tips for Improving Your Pay-Per-Click Strategy and ROI
Image source: Shutterstock.com