PPC advertising campaigns can yield tremendous conversion rates. But it’s more than just putting together a basic PPC ad and leaving it alone. You need to make sure that you have the necessary ingredients. To get the highest ROI, you need to make sure that your PPC advertising campaign maximizes your ad title, ad copy, landing page title, landing page copy, and landing page organization. By optimizing these, you can expect to see a significant improvement in your PPC advertising results.
Your ad title is the first thing that your target customers are going to see. You need to make sure that you use strong keywords and action words. Make sure that you capitalize the first letters, but don’t use all capital letters. That’s still shouting, and it’s off-putting for your viewers.
Whenever possible, use positive language. In a case study entitled “Three Hypnotic Power Words“, the researchers found that visitors are more likely to follow through on an ad if it phrases the problem in a positive way. Basically, visitors are 74% more likely to click on that ad if the ad uses language like “Solve Your Problems” rather than “Don’t Let Your Problems Get You Down“. Contractions and negatives may provide tighter copy, but they do not provide as strong a psychological response.
All of the information that you include in your copy and title need to be SEO friendly. With poorly structured words and untargeted language, your PPC results will suffer tragically. If you struggle with this, you can hire an Internet marketing consultant or an SEO agency. Just make sure that the language you choose is highly targeted.
The ad copy of your PPC advertising campaign needs to expand on the title. However, space is still at a premium. It should expand on the details. It should also provide a clear and succinct call to action. You need to make sure that they understand precisely what it is that they are supposed to do when they look at that ad. Your link to your website should also be clearly attached. Don’t let there be any confusion.
To achieve the focus you need, choose one primary emotion to tap into. This emotion should be connected to the action that you want your potential customer to take. If you can tap into the key emotion that your visitors are experiencing, your visitors are 67% more likely to click on the link and follow through to your website, according to WPP Advertising. Emotions are connected to everything, and once you create that emotional connection, you will be able to more effectively convert it into a sale.
Landing Page Title
Once your potential client clicks on that link and goes to your site, the first thing that he’s going to see is your landing page title. However, bots sometimes intercept pages and take visitors to other sites. You need to make sure that your visitors know that they are in the right location, so make sure that your landing page title makes that clear.
Ideally, the title itself should make your point clear. It should also incorporate the same keywords. This is not the time for variety. You want to make sure that you use positive language here as well as in the ad title. Focus on the solutions here and not the problem.
Landing Page Copy
Just as the Landing Page Title is a reflection of the Ad Title, the Landing Page Copy needs to be a reflection of the Ad Copy. While you have more space, you need to make sure that you keep it focused. Don’t get side tracked with different calls to action, emotions, or purposes.
The copy should reflect the purpose of the site at all times. Even though you should not repeatedly state the call to action until you are ready to seal the deal, it’s important that everything is building to that point. If you have testimonials and real life stories to share, then this is the perfect place to include them. Keep the language engaging? Web Savvy reports that action verbs improve coherency and emotional impact of landing page copy, and they can more than double your effectiveness.
Landing Page Organization
The most effective landing page organization is the funnel. In multiple case studies, the funnel page structure has resulted in exceptionally high results. The basic premise of the funnel is that the entire structure of the page keeps pushing the visitor down to the action point. All of the elements focus on getting the visitor to the action point and converting the visitor into a customer. If structured appropriately, a funnel landing page will result in a conversion of more than 85% of your visitors.
Keep pictures and blaring fonts limited. Keep building to that pinnacle point and the primary premise of the article. Remember it must be a one way street. Keep navigational links and bars to a minimum. Do not include flashing graphics. If the organization is broken or muddied, the visitor will become a bouncer. When organizing stories and testimonials, make sure that you place them in order from least powerful to most. This way you are building a momentum and feelings of growing excitement that will keep your visitors wanting to know more and make them more likely to become actual customers.
About the Author: Nikhil Jain is a graduate of MD University. He specializes in SEO and online advertising. He frequently writes on these topics as well as articles relating to the developing mobile web trends. He also works as a marketing specialist for Webds. You can connect with him on Google +, Facebook, and Twitter.