Is your PPC marketing strategy producing leads? If not, it’s time to take a close look at where your pay-per-click marketing campaigns may need adjustments. While a thriving PPC strategy has many moving parts, it can be easy as a small business marketer to miss the obvious. If your campaigns are not performing the way you think they should, you may want to analyze your presentation to determine which areas need a little more shine.
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Pay-per-click advertising is an integral part of small business marketing. But many small business owners feel the sting of losing money with little to no results – often due to a poorly executed strategy. While PPC management can be complex, there are a few simple ways to amplify your results without becoming an expert overnight. Start with the presentation. From ad copy to landing pages, CTA and more, every detail matters more than you may realize. Here are 5 ways to polish your presentation and maximize your ROI.
- Start with Engaging Ad Copy
- Don’t Neglect PPC Landing Pages
- Harness the Magic of Media
- Create an Enticing Offer
- Use a Well-Designed Contact Form
Start with Engaging Ad Copy
Time is short, days are long, and your workload never ceases. But it does take time and focus to craft the right pay per click marketing copy for your ads. Concise, creative, and compelling ad copy is crucial to getting the click – which is your first step towards conversion. Don’t let your competitors steal your thunder. It takes more than keyword research to play this game. Take some time to think about what will connect with your average consumer, drawing them to your ad instead.
Don’t Neglect PPC Landing Pages
Once you’ve won the click, where does the user land? Many PPC novices, in haste, choose to send these hard-earned visitors to the home page. Your home page – however beautiful it may be – is NOT the right landing page for PPC advertising. Instead, be sure to create PPC landing pages specific to your ads. Your pitch begins with the ad but continues on the landing page that contains more information about what compelled the user to click. While these pages should resemble your website, they are designed specifically to complement your ad groups and obtain highly qualified leads for your business. Effective PPC landing pages also give special attention to the art and science of CTA buttons, using the right colors, and more. If the landing page fails to do this well, your quality score will be affected and your ads are less likely to be considered relative to the desired search queries.
Protip: You don’t have to be a developer to create a PPC landing page worthy of a good quality score. Use a tool like Unbounce or Instapage and let your creativity flow while the techy details are handled on the backend.
Harness the Magic of Media
If you know anything about search engine optimization, you know both Google and people love images and video. That’s why media is widely used in web design today. It’s no different for PPC marketing. For higher conversion rates, incorporate professional images and videos into your landing pages. Using media in marketing is a simple, yet powerful way to connect with and engage your audience. Make sure you choose the ones that will make the biggest impact.
Create an Enticing Offer
Want your users to freely give you their precious contact info? You must entice them to do so. They are not there to do you a favor. So what do you have to offer them in return? Do you offer free consultations for your landscaping business? Is there a discount you can provide to leads coming from this traffic source? Think of what would be enough to get you to dish out your details and create an offer your users can’t resist. You have to capture the lead to convert them into customers. What’s it worth to you?
Use a Well-Designed Contact Form
Believe it or not, the contact form can completely deter a visitor coming in from an online ad. Make sure yours is professionally designed, properly placed and has the fields you need to qualify your lead. If your contact form looks poorly put together, unstable, or outdated, people are likely to bounce – and fast.
While presentation is not the sole factor that drives PPC results, there is power in a well-groomed campaign. Stop wasting your marketing budget on efforts that fall short. Join the conversation to speak with our Houston PPC and SEO specialists and learn more about how to get better results through PPC marketing.