Why You Should Write More PPC Ads
Search engine marketing (SEM) is an extremely effective advertising tool; it allows you to reach more relevant potential customers and to adjust your advertising budget almost instantaneously as the need arises. No matter whether you are running text ads or banners, the ad copy is a critical component of your message; you have to attract the user and compel them to take action and click on your ad. One serious misconception of SEM is that once you find an ad that is performing well, then half the work is done. This sentiment couldn’t be farther from the truth; writing successful PPC ads is a continuous job. Multiple PPC ads allow for more opportunities, more strategic planning, and campaign adaptability. Here is the case for creating more PPC ads:
Audience Segmentation: One of the greatest benefits of search advertising is the ability to target select sections of your brand’s audience. Breaking your audience down in terms of need, product or service offered, promotion, and other targeted demographics allows you to create more effective ads. However, this segmentation means that you need to write copy aimed at each group. For example, if you are a shoe retailer selling women’s heels and men’s work boots, you wouldn’t use the same copy to describe each offer, nor would you use both ads to target the same audience segment. Targeted ad copy, coupled with audience segmentation, maximizes the chances of success with PPC, which will in turn lower your cost-per-click while driving up the return on your investment.
Keyword Grouping: When creating PPC ads in Adwords and other programs, advertisers work with two concepts: campaigns and ad groups. Ad groups are collections of ads and keywords that belong to a certain campaign. When writing ads for an ad group, it is strategic to group all similar keywords together in each group in order to focus the message and call to action. For example, if we were running a campaign for shoes, our first ad group would have all similar keywords: “women’s shoes”, “women’s heels” “high heels” “high heel shoes”, and so on. The second ad group would have a different group of related keywords referring to shoes “men’s shoes”, “men’s boots”, and so on. Grouping your related keywords together allows you to play around with your ad copy to not only find the right messaging, but to also capitalize on more search queries.
A/B Testing: One of the most effective ways to test the effectiveness of your overall ad, from copy to call to action, is to A/B test. A proper A/B test uses two identical ads and changes one element, such as the title, or the color of the call to action button. The advertiser then drives an equal amount of qualified traffic to each of these ads and measure each’s performance against the other. A/B testing is extremely effective for PPC ads; there are so many elements to examine. Keywords used; ad copy; ad title; these are all testable – and directly contribute to the overall success of your ad. Many marketers say they A/B test, and they might – once. However, a true A/B test that will actually gather usable results is a continuous process. Constant testing yields a larger result pool, and allows you to adjust elements in real time to keep the effectiveness of your ad at its full potential.
Continue a Conversation: PPC ads aren’t just for attracting customers at the top of the sales funnel; in fact, they can be used to hit several different stages of the sales cycle. Think of your PPC program as a conversation you are having with the user; your first ad is an introduction to a qualified candidate, who is interested enough to visit your digital assets. What If they leave without converting? PPC ads are there for you with remarketing. When a visitor first lands on your page, they collect cookies that follow them when they move on to another site. Those cookies allow you to serve the user with additional ads to continue the conversation started when they first clicked your original ad. These remarketing messages will have to have different messaging and calls to action than your original ad; the extra work that goes into creating these ads is worth the opportunity to redirect qualified traffic and to move a prospect further down the funnel.
When utilized correctly, PPC ads are an excellent way of attracting qualified traffic and driving it to your digital assets. The ability to target specific audience types and segments online is one of the greatest advancements of digital marketing, but it means that marketers and brands need to be strategic and diligent in creating and deploying these ads. A “one-size-fits-all” message simply won’t work. Writing multiple ad copies geared towards different audience segments, grouped together with similar keywords, and thoroughly A/B tested, will maximize the number of click-throughs to your brand’s pages or site, driving down the cost per click and raising the overall return on this marketing investment. A little extra creativity and work will go a long way – so get writing!
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