Proven Building Blocks to a Successful Pay-Per-Click (PPC) Campaign

By Chetan Saxena
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As PPC platforms were popularized over a decade ago, you’ve likely already picked up a few great ways to run a PPC campaign over these years. However, what most people using Pay-Per-Click advertising platforms don’t know is how to get that certain edge up on their competitors with time-tested techniques.

Here, we outline a few ways to do much more than just keep your head above water with paid search.

1. Build continuity in Ad Copy and Landing page

Be it display or search, stay mindful of creating a sense of continuity between your ads and landing pages by linking where your clickers click vs. where they end up. This idea comes back to the journey your customers make when discovering your brand. In this, you can employ the use of a visual element in a display ad that is also being used in your ad’s landing page or a use textual element in your paid search ads that carries through similarly.

If your paid search ads boast a giant discount, you’d better be leading to a landing page that highlights a discount in a correlational manner, or a percentage of that traffic will almost instantly bounce. Over the years, companies have seen both higher clicks and conversions when this continuity is strongest.

2. Constant ad copy optimization testing

Several things we already know is that ads need to be relevant, precise, and convincing. However, this is nothing more than a formula with infinite variables… which is useless until the variables have been tested over and over.

The best part is, there’s pretty much never going to be a single best way to write the copy in your ad, but with testing you can get close. Having a robust store of ads that are set to rotate while constantly refreshing your list and putting in new ideas is the best way to go about doing this. Working with more than one brain on a task like this is also highly recommended as one person can write only so much creative ad content.

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3. Really consider your Call-To-Action (CTA)

Instead of thinking for a minute or so then plopping your thoughts down in your ad, do a research first. What I mean by this is to go and analyze competitors CTA’s, consider your landing page CTA’s compared to your paid search CTA’s, or simply try something new instead of sticking with what you know.

Slapping a “learn more” or “free quote” onto all of your ads just to get them rotating is a rookie mistake that should be avoided.

4. Eliminate waste in your targeting

Geographic targeting is pretty simple for some companies as they jot in their local surroundings and forget the rest. However this doesn’t always work so smoothly, especially for companies that provide products or services through a virtual medium. Many times, your local targeting brings in only a fraction of what you want or larger geo targeting brings in traffic that is irrelevant to your business.

If your paid search ads are appearing in front of the wrong audience, you do indeed have reason to be alarmed. Fortunately, doing just a little research on where your audience resides, be it in certain major cities or in particular states, can help you quickly whittle down your parameters to the zip code.
5. Be Bold, and use a mobile call-only campaign

Here’s why: searchers on mobile are 9 times more likely to call you from your ad than they are from a desktop and those calls are over three times more valuable than a simple click.

Compelling argument, I know. When you use a call-only campaign, however, you wave the right to allow your website’s link to be clickable as it is directly replaced with your phone number, like this picture taken directly from the AdWords blog depicts. Instead of having to muddy up the process of attaining a customer conversion, you having the shoot directly from search to call and skip the middle man entirely.

As this type of campaign was only introduced earlier this year, it’s already looking to be a new and exciting option for people who want to add rocket fuel to their paid search ads and get calls and conversions higher than ever from Google Search.

Key points to take away

This world we know as Google Search is indeed highly competitive, which forces us all to be the best we can be when crafting a paid search ad campaign. There’s undoubtedly a lot to learn when using a PPC platform, AdWords especially.

If these couple tips inspired you to make a proactive change in how you run your PPC campaigns, then hats off. We work every day with AdWords and know it’s a stretch to call this even the tip of the iceberg. In this regard, it’s easy to feel overwhelmed and under optimized, so drop us a message if you’re ready to see results.

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Bonus content

Make Your Paid Search Ads Perform 

You have been substantially investing in paid search campaigns and yet they are not yielding any results. While a lot of you may not think about it or may deem it as unimportant but the text of your ad is an extremely important driving factor. You might have created the ad copy in a hurry or ignoring certain ground rules for the ad copy. The copy has a huge potential to make your ad look relevant, attractive and compelling.

There are some simple yet very effective measures that can help you to enhance your ad copy.

Write a persuasive ad. The title, description and display URL should include the targeted keyword and be written in a way that gets the user attention. It will be good if you focus on the benefits of your product or service and make that as the highlight of the ad copy.

Proof read your ad copy carefully. Ensure that it does not have any grammatical or punctuation errors. Abbreviations, which are cool to you, may not be understood by your users.

You should always include an emphatic call to action. Once you have a user’s attention, what you will like him/her to do next has to be clear. Call to actions that show immediate action like, Call Today, Book an appointment, Get your free service today, etc. work better.

Don’t forget, it’s important to include the targeted keywords in the ad copy. You can either add it your heading or the body copy. But don’t repeat the keywords and make it sound something that doesn’t make sense.

It is also important to read and follow Google’s Editorial and Professional Requirements to ensure that your ads are not rejected.

Developing effective ad copy requires a certain amount of creativity and experience and once you have it right, it can help you get a lot of attention through your pay-per-click campaigns.

Read more about the Secret Mantra to make PPC Campaign work by our experts.

Making the pay-per-click (PPC) advertising model work seems to be a tough task. But you also know that once it works, it can be a highly effective way to draw traffic. So what is missing in your PPC campaigns? What can you do to get traffic on your landing pages? How can you really design an impactful PPC campaign?

We unveil the secret mantra to make the PPC campaign work. It is a simple five-step process.

If your PPC campaign starts doing well, the benefits are multifold. While the conventional search optimization efforts can take weeks to show results but PPC gives you instant results. Not only this, you can decide the landing page for each of the keywords that you select and you can also choose where your ad should appear.

You can also get in touch at with our experts to create amazing PPC campaigns.

Tags:- ad copyad copy optimization testingad’s landing pageAdWords

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