Search engine marketing is a very cost-effective way for small businesses to reach the customers that are already interested in their product. The most common way to reach these viewers is through Pay Per Click (PPC) ads, which appear at the side or top of search engines and social networks, and only charge businesses when someone clicks on an ad. This means that small business owners only pay for the visitors that actually arrive at their website. Here are some tips for how to write effective PPC ad copy:
Use Your Keywords
You ad copy should grab the readers’ attention and make him or her want to visit your site. Maximize the effectiveness of your PPC ads with keyword dense headlines and body copy. This does not mean deviating from proper grammar, but rather inserting the relevant search terms into your ads so that customers can find your business through a related search query. Catchy, keyword-dense headlines can make you stand out from the other PPC ads on the page.
Include A Call-To-Action
If you want a viewer to click through the ad link to your website, make sure to tell them. Lead with strong action phrases such as: lean more, buy now, free download, and sign up today. Adding discount percentages and competitive price points can also make a big difference in compelling customers to click through. Vary and test these calls-to-action throughout different ad campaigns to see which combinations generate the most clicks.
Link to A Relevant Landing Page
The post-click landing page should be unique to the products and keywords in your PPC ad. A targeted landing page will convert the greatest number of visitors into customers by taking the guesswork out of their browsing experience. For instance, a PPC ad for a pair of shoes should take the viewer to a shoe product page and not to an email list sign up page.
Search engine marketing is an effective way to reach customers who are already looking for your type of company online. If you would like professional help with PPC advertising, social media marketing and more, contact ReachLocal strategist Brad Sharenow at (877) 411-3777. Brad is a New York-based digital marketing expert, who can help improve your web presence.