When working on a pay per click (PPC) campaign, there are several things that you should focus on to make it as effective as possible. Poorly managed PPC programs will lead to increased costs and poor return on investment (ROI), so it may be best to work with an online marketing firm. For the best conversion rates and best results from your PPC campaign, follow these 5 simple rules:
1. Use a gripping ad title: Remember, your PPC campaign is designed to get visitors to click through. It takes up a small amount of space, so you need to make the most of it. Superb titles are a must! Use action words that will compel viewers to click through, and make sure that the offer is clear.
2. Use gripping ad text: Again, you only have a small amount of area to work with, so you have to make the best of it. Avoid too much text, or your ad will appear cluttered. The online marketing firm you choose will probably have some graphic designers that can put together something very visually pleasing. What you are presenting has to be very tempting for the viewer, a couple of bullet points that highlight the major benefits is a good way to go.
3. Hot landing page: When the viewer clicks through on your PPC ad, they should arrive at a well constructed landing page that immediately indicates that they have arrived at the right place. Everything should be consistent, the ad title, the ad text and then the offer that appears on the landing page. The title can be exactly the same, or a longer version (including keywords) of the brief title that you used on the PPC ad. On your landing page, make sure that you explain how your product offers a solution for some common problem. Avoid language that only presents another product in an unflattering way, focus on making your product or service look good by stating the unique features and benefits. Make certain that your call to action is clear and simple to perform, you do not want to make your visitors search for what to do. “Click here,” or “Get more information now!” is often perfectly adequate.
4. Organized landing page: Few things will turn off visitors more quickly than a messy or disorganized landing page. As soon as they arrive on your landing page, visitors should see your offer clearly. Benefits and main features should appear above the fold, meaning that the visitor does not have to scroll for the basic, most important information. As they scroll, more information may be available, but you only have a few seconds to engage their interest and even get them to want to learn more. Your call to action should also be immediately visible and above the fold.
When it comes to PPC campaigns, it is well known that you can get much higher conversion rates because you are hitting a more finely targeted audience. Just be sure that the PPC campaign you develop, or one you have developed by an online marketing firm, has all of the necessary components.