Pay per click (PPC) ads have the potential to be an influential tool for your business. They can be targeted to social media platforms or tailored to appear in Google. PPC strategies continue to evolve, and recent studies have shown that consumers’ attention spans are shortening. When you only have a split second to capture the attention of your target audience before they continue scrolling, you’ll need to master the art of crafting effective PPC ads, or have your digital marketing company do so. Here, we share current best practices to help you achieve the results you seek.
Optimize for Mobile Users
Most PPC ads are accessed via mobile search. While it may be important to tailor a portion of your ads to tablets or computers, mobile devices are probably the most crucial to pour effort into. If you’re not sure which devices you’re getting most of your clicks from, consider using Google Ads’ new analytics interface to gain further insight into performance.
Expand Your Outreach
Google and Bing are among the most popular search engines for PPC advertising. However, it’s wise to explore additional avenues, such as social media platforms. Facebook, Twitter, and Instagram have a large number of active daily users, so they’re usually great options to try. Be sure to consider your target audience when choosing social media platforms to experiment with. For example, Instagram usage is most prevalent among individuals aged 25-34, so this photo-sharing platform may be most effective for this particular age group.
Map Conversions to Improve Your Campaign
Most PPC campaigns require quite a bit of trial and error, even if you choose to work with a digital marketing company. Keeping close tabs on what works and what doesn’t is crucial, so be sure to map conversion actions whenever possible. Delving deeper into conversion actions may be tedious at first, but this practice will help you gain valuable insight into what you should improve or change.
Experiment with New Features
Google Ads’ new features make it possible to create a highly refined PPC campaign. In addition to optimizing for your desired device(s), it’s now possible to capture the eye of viewers with Promotion extensions. Showing off your company’s latest deals will appeal to bargain hunters, and may result in a boost in sales.
Pay Attention to the Details
When tailoring PPC ads, pay close attention to the details. The best ads will appeal to viewers’ emotions and immediately capture their attention. The call-to-action should be clear and entice viewers to take specific action once they reach the landing page. In addition to including a compelling CTA, the landing page should match the verbiage outlined in the CTA. Consistency is key, so it’s vital to tie these elemets together to create a successful ad.
PPC ads have the potential to garner results quickly, and they’re easily trackable and quantifiable. However, it may take some time to gain a solid understanding of what makes an effective PPC campaign. If you’re more interested in channeling your energy into other aspects of your business, our team can help with a wide array of marketing needs. If you’d like to learn more about our creative, consulting, and technical services, please reach out to us.