The basic goal of a PPC advertiser is to drive revenue and profit. It may sound easy but to put into practise, can be tricky!
One of the main reasons for this is that there are so many factors that come into play to achieve this, not all of them in your control.
Think about the competition and think about what they are promoting or what they are bidding on, how does that affect your campaign?
Sometimes it can be a struggle when things don’t go the way you want or expect but there are ways you can take more control too! I’m talking about ad copy! What your text ads say and how you decide to optimise them is something you can really get to grips with. By having great quality text ads, you can maximise your click through rate, conversion rate and ultimately, maximise your return on investment. So how can you make sure your text ads are up to scratch? Let’s take a look and find out.
Your Audience Matters
Sure you can write the most brilliant, attractive text ads, but is that going to be enough if they aren’t what your audience wants or needs whilst they are searching for relevant keywords? They answer is no. To make it matter, you need to use text ads that meet your audience where they are and make the most of content which speaks to them. Users relevant to online businesses use product related search queries and are aware of the type of product they are looking to buy when they are performing those searches. Take this into account and use this as an advantage when writing your ad copy. So for example, if someone is searching for a specific product, they are more than likely well aware of the benefits of using said product, so there’s no need to emphasise what they already know in your ads. Try being more direct and highlight the specifics of your product or service that sets you apart from the rest!
Click Through Rate V.s Conversion Rate
When you realise the importance of what type of content can impact your click through rate v.s your conversion rate, the better the chance of improving your overall campaign performance well. You may find you see improvement in either metric, or both, however this doesn’t mean that they positively correlate with one another. Also, you don’t want to fall victim to cutting corners or using gimmicks in your ad copy. Don’t make a bold claim in your ad copy to make yourself sound amazing compared to other competitors to try and snare as many customers as possible. This can backfire massively because no matter how appealing you sound, if your ad is misleading in any way to a customer or your landing page is irrelevant to your ad, you run a high risk of increasing your CTR in detriment to your conversion rate. Once a user doesn’t get the experience they are expecting when they get to your landing page, they will bounce off your site and will definitely not be making a purchase. Instead, try using dynamic keyword insertion to make sure the specific keyword which triggered the ad impression always shows up in your ad copy.
You have to find the right content for your particular product, which will produce a high CTR and conversion rate, by testing, testing and more testing! There are a lot of options out there to try so why wait?
Testing is your campaigns best friend because without it, how can you better your campaign to be the best it can be?
By finding the right balance between where you meet your audience, the information you convey to them in your ad and how close you tailor your keywords and your landing page content, you will be well on your way to creating, testing and using the right ads for you to increase your success, sales and revenue!