The sure-fire way to run a perfect, profitable PPC campaign is to put it in the hands of experienced professionals, but if you’ve decided on a DIY campaign you’ll probably find the creative part of the process is the most challenging.
You’ll need to create a small, effective text advertisement containing campaign relevant keywords, that links to a visually attractive landing page with strong, quality written content and imagery.
There’s more to this PPC ad content than meets the eye though. For optimal results and return on your investment your PPC advertising material needs to include a whole host of elements that make it resonate with your audience.
Take Your PPC Ads to the Next Level
Here are some tips from the creative “pros” at Dentons Digital to help you take your PPC ads to the next level:
Understand Your Audience
Before writing your ad copy, research your target audience thoroughly and make sure you identify your ideal customer personas. Understand their pain points, preferences, and what drives them to take action. This knowledge allows you to craft messages that resonate with your audience, addresses their needs and are delivered in the language and tone of voice they expect.
Communicate your USP (unique selling proposition)
Clearly focus on the unique value you offer to differentiate yourself from your competitors. Keep it simple and to the point, highlighting how your product or service will improve the life of your customers and solve their problems. For example: “Exceptionally comfortable, durable running shoes – with free shipping”.
Exploit Emotional Triggers
A bit of psychology is needed to encourage purchasing decisions. Use words that evoke urgency and excitement, like “Limited Time Offer” or “Special for Today Only”.
Include Trust Signals
Just like urgency, potential buyers need a touch of trust to push them to purchase, and particularly to provide you with their contact and/or payment details. They’ll want to be sure you are authentic, so include information like accreditations and awards, your contact information, testimonials or reviews and perhaps even performance statistics.
Strong Calls to Action (CTA)
The CTA is the crux of your campaign – essential to guide users towards converting into customers. Use verbs and direct language – don’t be afraid to be commanding! Try CTAs like “Shop Now”, “Sign up Today” or “Start a Free Trial”. Make sure the CTA is prominent (but not overpowering) and repeated above and below the fold on your landing page.
Stay Focused
Keep your ad simple and focused, without too many distracting elements that might result in your visitors straying from the action you want them to take. This means avoiding things like links, too much information, boring explanations, navigation bars and menus, complex imagery or long form fields.
Use Quality Images & Graphics
Blurry or low-resolution images can make your ad appear unprofessional. Use high-quality visuals that align with your brand and product. Stock images can work, but original photography often performs better.
Add Brand Elements
Maintain brand consistency by incorporating your logo, brand colours, and fonts. This helps in reinforcing brand recognition and trust.
Leverage Video Ads
Video ads tend to have higher engagement rates than static images. Keep videos short (15-30 seconds), and focus on the key message,
Refine Your PPC Ad Content with A/B Testing
We’d suggest you craft several different versions of your PPC advertising content and use them to run a series of A/B tests to see how they perform over time. Compare relevant data and analytics related to different versions of your ad and see which is proving most successful in reaching your target. Tweak as you go along according to the winning results, whether it be changing the copy, visuals, colour schemes or page design, to optimise your ad and improve its performance.
Crafting optimal adverts is simply one of the many crucial best practice elements involved in managing a successful PPC strategy, but it’s worth the effort if you want to get the most for your money. If you’d like our Google Ads and Bing Ads experts to cast a professional eye over your PPC campaign and give you more advice on how you can boost your business with PPC, get in touch with Dentons Digital.
