Catching Conversions with PPC
If you’ve been following our apple analogy, you know that SEO is the juicy story for 2009. But don’t be fooled. Good marketing is holistic, and thoughtful PPC advertising can complement your SEO efforts in a targeted, immediate way.
Whether you’re new to PPC or just reinventing your marketing strategy, check out our tips for creating benefit-driven ads that will improve your conversions—and increase your profits.
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Communicate your core attributes.
Take an in-depth look at your products and services to determine why Joe-consumer should choose your business over a growing sea of competitors. Is it your cheap deals? Your lightning fast shipping? Premium product offerings? Articulate these distinguishing features in each of your ads.
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Write to your keywords.
After you’ve done the research to determine which search phrases convert, it’s time to turn that research into tightly written, keyword-dense copy. And remember to be specific. Consider expanding “Web Design” to “Funky Web Design” when you’re trying to reach that off-beat audience segment.
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Craft an arresting headline.
Content is king, and that goes double for your headlines. Pique your audience’s interest. Ask them a compelling question. Wow them with your benefits, but don’t forget the keywords. With a 25-character max, you have very little space to appease both users and the search engines.
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Lure users with instant, tangible benefits.
You’re probably saying, “Duh,” but you’d be surprised how many advertisers don’t include promotions, discounts or other enticing offers in their PPCs.
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Follow through with your stated benefits.
The easiest way to do this is to create a landing page that’s specific to your ad. Taking this step won’t help your CTR, but it will build valuable rapport with your users. If your ad promises 50 percent off and the landing page doesn’t elaborate, users will run for the “back” button and conversions will plummet.
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Test the waters.
It’s unlikely you’ll strike paydirt with your first round of PPC copy. As you update keyword research and narrow down your audience needs, it’s important to try different headline, ad copy, anchor text and call-to-action iterations. Tracking your ad success will help justify your investment—and apply what you’ve learned to future ad groups.
Contact us today to get a free PPC analysis of your website! We provide you with a detailed report for your business with a complete budget forecast.
eye9 Design is a Colorado website design company, specializing in web and graphic design, web development, and seo optimization. Denver, CO.
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