When you’re surfing the web, surfing your social pages or even catching up on the daily news – there’s bound to be ads littering your screen that are vying for your attention with eachother. Some of you PPC Ad marketers will notice these more than a regular customer might, and some of you might be completely oblivious apart from when one really catches that attention…
So how do you create that advert that will break people off from what they are doing and make them really pay attention?
Whilst half of the problem is in the targeting, the other half is in the creative and the wording that you use. This post will explain exactly how you create a perfect PPC ad that leads to clicks, conversions and brand awareness.
Targeting – Get it RIGHT
Starting with your targeting strategy is always the right way to go. There’s no point getting a perfect advert creative, with a fantastic offer and a budget to boot, if it’s going to the wrong people. Even the best ads targeted at an uninterested audience will end up spending your budget for no return.
Think deeply about your targeting before you start sending out your advert. Do you want to target people in a certain geographical location? People who are searching for certain terms or people who are interested in certain things? Perhaps you want to target people who are looking at your competitors, or perhaps even just a specific gender?
With any of the above targeting specs, the PPC platforms will allow you to define these down to the minute detail that you require to really reach your targeted audience and not waste any of your precious budget.
Get your Creative in order
Once you confidently know that your PPC ads are targeting exactly the right group of people, it’s time to get them written and visually interesting to make those audiences bite when they see your ads.
There are a few key elements when it comes to designing the perfect PPC advert:
1. Creating an offer or a perception of value. Making your audience feel as if they are going to get the best deal by coming directly to you through that Facebook or Google advert is one of the best ways to ensure consistently high quality clicks on your campaigns. It may be worth creating a specific offer for PPC customers only.
- Have a strong and clear CTA. Don’t let your audience see your ad without letting them know exactly what step they need to take next. Giving them a clear call to action will help you to drive those conversions that you’ve been searching for.
- Don’t let your creative go stale. One of the most common killers for PPC campaigns is Ad Fatigue. It’s something that regular advertisers on Facebook see quite regularly – especially at highly competitive times of the year, like Christmas. Ad Fatigue is where your audience gradually get tired of your ads, your offer and your creative and then stop responding to them in the way that they used to. Updating your images, being creative with design, adding emojis or other symbols or regularly refreshing and rotating your offers is the only way that you can stop this from happening.
- Couple the perfect ad with the perfect landing page. There’s no point driving traffic to your website if your website does not convert customers. Don’t send them to a homepage, but to a specific landing page relevant to the advert with consistent branding, creative and wording that they have just seen in the PPC advert. Keeping everything consistent and in order is the only way that you’ll catch all of the possible converters that you can.
There’s an art to creating the perfect PPC advert – but it can be done, and with the right research and knowledge, PPC can soon become a key revenue stream for your business working to almost any goal you could think of.