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Paid marketing has emerged as one of the biggest revenue drivers. Pay per click (PPC) advertisement also known as CPC ad, is a subset of paid marketing.

PPC ads are usually small bearing 2 to 3 lines of text to attract prospects, with an attention-catching headline and a CTA (call-to-action). With a specified number of characters, the ad has to be appealing as well as convey the intended message. A good ad will help boost click-through rates, and thereby lead to better conversions. Google Adwords is the leading provider of PPC ads.

Google Adwords provides 25 characters for heading. 35 for line 1 and 35 for line 2. The display URL can be made longer but it would appear shortened when the ad appears.  Another important point is that neither of the two description lines can lead into the display URL. For ex: the second description line cannot say, “Read more at:” “Learn more at:” etc.

Global spend on search advertising rose 15% in Quarter 1 of 2013, spurred by a 62% jump in click-through rates (CTR) and a 21% increase in clicks, when measured on a year-on-year basis.

Here are some ideas to create that killer PPC ad:

• Use keywords in headlines and ad copy
• Capitalize the first letter of each word. This makes the ad look cleaner and sober and grabs more attention.
• Always include calls to action. Calls to action are short phrases that encourage clicks on your ad. e.g. “Free Trial”, “Buy Now” etc.
• Utilize exclamation to emphasize a sale or a call to action.
• Keep track of your competitors and stay one step ahead.
• Think outside the box! Come up with creative text and design ideas that would help set you apart from the competition.
• A great way to attract your reader’s attention is to make them believe that there’s something in it for them, if they click. So, ensure that you come up with irresistible offers.
• Describe what sets your product apart. E.g. Best-in-class quality, large selection of product offerings, unique, one-of-a-kind products, Low price, Award-winning products.

Once the user clicks on the ad, the rest lies on the landing page which the ad leads to. Prospects expect a short procedure to buy a product or service online. If they are made to go through series of pages, it might make them disinterested and impatient, thereby negatively affecting your conversion rate. Thus, it becomes extremely important to optimize your PPC landing page to get the desired ROI. Here are some tips that would help you create effective landing pages for your ads:

• Strong message match from the landing page with the ad contributes to improving the quality score and ad rank.
• Reinforce the idea that the visitors have found the right page. Place the words they searched for in large text at the top of the page. This confirms to the searcher that they have found what they were looking for.
• Pay close attention to the top advertisement landing pages and add innovation to yours.
• The focus and simplicity of your landing page greets your visitors with confidence, reducing bounce rate and increasing engagement.
• Do not confuse visitors by offering irrelevant choices. Be specific about the purpose with which he has clicked the ad.
• Include bullets, lists, pictures and videos about the product to grab their interest, provide insight and display expertise.

The landing page is the platform where the prospect decides to become a customer or not. Therefore if your landing page is not optimized enough to deliver great user experience, the conversion rate is likely to get affected. On the other hand, a well-optimized landing page would help you boost the conversion significantly. Apart from your PPC Ad management skills, optimization plays a crucial role in the success of such campaigns.

Looking for a PPC expert? Want an expert to handle your PPC ad campaign? Or Need help with landing page design?  You search ends here. Call our PPC expert now on +91 8826 175930 or mail us at info@enablingbiz.com.

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