What does it take to create a successful Pay Per Click (PPC) advertisement? It takes more than slapping a promotion on an ad and sending it out for the internet to see. A quality ad has five parts; leave one out and your ad will be less effective.
The first element is a solution. People are interested in the problems that a product or service can solve, not necessarily in the product or service itself. Offering an answer to their problem creates a perceived value; people will click because you are offering something that has value to them.
The second element is a minimized risk. People may want a solution, but not at great personal (financial) risk. If they are going to spend their money or time on what you’re offering, they need to know that it is going to be worth it. This is where offers for free quotes or special introductory offers come into play.
Third, your ad needs to be believable. Why should someone believe that you really do have the answer to their problem? You need to prove that you have credibility. The best way to do this is to already be someone the potential customer knows and trusts. It pays to advertise to a local market that is already familiar with your brand. If you aren’t a recognized brand, you still have a couple options. The first is to offer proof of other satisfied customers, such as a brief testimonial (depending on the size of the ad) or a statement about the number of people you’ve already helped ( ex: We’ve helped ‘X’ number of people reach their goals).
Fourth, you need a call to action. It’s not enough to create an ad that tells people about what your business offers; you need to ask them to take the next step. Encourage them to click on the ad for that free quote, or to get a special price. Ask them to click to learn more about what your business does. Have them click to ‘buy now’, to ‘sign up now’, or take some other immediate step.
Finally, your PPC ad needs something to narrow down your list of people clicking on the ad. There’s no point in marketing to people who aren’t interested. Take your target audience, and then narrow it down. What, specifically, is this ad selling? Is it the lowest price, or the best quality, but with a higher price tag? Are you focusing on customers who are looking for super fast delivery, free add-ons, or a simple product that is easy to use? Your ad shouldn’t be directed to your entire audience. While you might get more clicks, many of those clicks won’t lead to sales because you didn’t have exactly what those customers were looking for. It’s better to narrow it down, offering more detailed information, and save your advertising budget for people who are really interested.
What other elements do you include in your PPC ads that help to improve conversions? What else could businesses use?