PPC ad campaigns remain an effective way to instantly gain conversion-ready prospects, as long as you know how to run your campaign.
If you do a great job of attracting the right visitors, the traffic that you generate from PPC ads is more likely to result in sales. Though, this will mean nothing if you can’t get people to click your ads. Learning how to increase your click-through rate will help you make better use of your PPC ad campaigns.
Perform Thorough Keyword Research
Before you begin your campaign, you need to perform thorough keyword research. Make sure that the keywords that you choose are 100% relevant to the content on your landing page. Include these keywords in your ad copy.
Not only should these same keywords appear in your content and metadata, they should be relevant to the product or service that you’re promoting. Use long-tail keywords. This means choosing keyword phrases containing at least two words.
Place Your Primary Keyword in Your Display URL
When you create a PPC ad, the URL to your web page will be displayed below the headline. This gives you another opportunity to add your keyword. You could either rename your URL to match your keyword or create a redirect.
Place a Special Offer in Your Ad
The first thing that people will see after performing a search query is the headlines of the advertisements and search results. These headlines are bolded, large, and easy to read. Use this to your advantage by placing a special offer in the headline of your ad.
You could mention that you’re running a special promotion, offering a discount, or providing some other form of savings. People instinctively give these headlines another look, while before, they might have simply scrolled past the ad.
Make Sure You Use Proper Grammar
Grammar is important in all aspects of internet marketing, including your PPC advertisements. After you write your headline and descriptive text, you need to check your spelling and grammar. You could copy and paste your ad into a word processor of your choice and use the built-in spell checker.
Proper grammar also means using capitalization correctly. You don’t start a sentence with a lowercase letter. This also applies to your ad copy. Triple check every word and line of your ad copy. You only have a few lines to check, so there’s no excuse for spelling and grammar errors.
Test and Compare Your PPC Advertisements
The final step for increasing the click-through rate of your PPC ads is to test and compare your ads. You can easily create multiple ads for the same campaign. Make two or three separate ads that are identical other than one difference. You could alter the headline or the descriptive text of each ad.
After two or three days of running your nearly identical ads, look at the click-through rate of each ad. You should be able to instantly determine which ad had the better click-through rate. Get rid of the other ads. You can continue to use this method to tweak your ads and boost your success.
As a final tip, you should also look at what other people are doing. Perform a search for your target keywords and look at the ads that appear. These are your biggest competitors. Use this to get insight into what works.