If you’re investing in pay-per-click (PPC) marketing to boost your search engine optimisation activities, you will need to ensure you’re taking the most effective steps to drive relevant traffic to your website.
The benefit of PPC marketing is that it can be precisely managed and updated with in-depth targeting to ensure you not only reach the right audience, but that you convert that audience to see a return on investment.
Here are five top tips to help your adverts stand out from the competition, attract the attention of your desired audience and boost your click-through rate (CTR)!
What’s your ultimate goal?
It’s unlikely that a good click-through rate is the aim of your ad campaign. Defining your end conversion goal (such as an email subscription or purchase) will enable you to better set out your advert with clear call-to-actions and language. Setting a clear motive for your ads will help you communicate more effectively and increase the click-through rate from visitors who will be more valuable to your business. Try to think of short-term goals leading up to your long-term goal. For example running a campaign to build brand awareness and gain trust, then letting those visitors make their own choice on what’s next.
Ensure your ad is benefit led
Don’t focus primarily on the features or functions of what you’re promoting, instead focus on the benefits the consumer will experience. Your ad should clearly demonstrate the value users will gain from clicking through and completing the journey. Remember, it isn’t all about the hard sell. The benefits they gain from your content could be anything from financial to improving someone’s lifestyle – just make sure you’re shouting about the value and not the sale, and the rest will come.
Be King or Queen of keywords
Alongside using clear, appealing language, it’s important that your adverts make the most of relevant keywords associated with your business, sector, location, customers and products or services. Be clever with the keywords you choose to ensure you’re targeting your ads and attracting users who are most likely to engage with your business. Not only can you improve visibility and your CTR but you will attract consumers who are more likely to convert once they’ve clicked. Whether you are running your ad on Google or social media, there are lots of options for keywords to really drill down into the demographic of your intended audience. For example, interests, behaviours with similar businesses etc...
Revisit and rework underperforming ads
It’s all about trial and error. If your ads aren’t working as well as you had first hoped, revisit them to consider what specifically isn’t resonating with your target audience. Is the copy engaging? Is the call-to-action clear? Is there any value to the consumer? Instead of tweaking everything at once, make systematic changes so you can evaluate what is working best and tailor future campaigns more effectively. You could also try running A/B testing, which is when you have 2 of the same advert running, but with slight differences. For example, different copy, image versus video.
It’s important to build trust
As consumers become more discerning about how they behave online, it’s vital that you start building trust with your visitors from the first moment they engage with your business. An easy way to do this is to promote your ratings to give an immediate indication that you’re a legitimate and reliable business that other consumers are happy to recommend. Sharing Google reviews or even product reviews from your website gives great insight into your products/services. This level of authenticity will encourage visitors that may have security concerns.