Jun
14
Keep Checking Your PPC Ads
Filed Under Marketing Strategies
A common cause for concern in any PPC advertising campaign is the quality and effectiveness of an ad. You need an ad that will not only draw people to your site, but will also lead to sales.
A PPC ad can be looked at like a classified ad, constructed of 3 parts: the headline, body, and call to action. First, you want the headline to grab the readers’ attention. Your body will then list a couple benefits of your product or service to convince them why they should buy it. Finally you will need an effective call to action which will direct the potential customers to your sales page.
In order to achieve optimal ads, you should use split testing. This will allow you to test ads against each other and find the strongest ad possible. The first thing you will want to do is set up 2 campaigns for the same product. These campaigns will use separate ads and link to separate landing pages for easy data tracking.
Tweak the second ad until it out performs the first, then take down the first ad and replace it with a new one. Adjust this ad until it can out perform the second ad. You can continue to do this until you achieve maximum performance from your ad. This part of PPC management can be somewhat time consuming but will be well worth it when you see the additional profits.
You should build your ads around the keyword of your campaign. The ad will then be used to promote your products or services, or those of an affiliate program. Not all PPC allow the use of affiliate programs, but Google Adwords does.
Something to keep in mind while creating your ad is how broad the ad is. By creating an ad that will bring in a broad amount of traffic who may or may not actually be interested in your product, you will be wasting money. You want an ad which is targeted as possible and will bring in the most possible sales. This way you are not paying for wasted clicks.
There are many tools at Google Adwords to help you construct your ad. There are also many helpful tutorials and tools to help you manage your PPC ad campaign. Always be ready to adjust and improve your ad as this is the thing that will draw potential buyers to your site.
The three most important aspects of any PPC ad campaign are keywords, bidding and ads. While most people will continue to tweak keywords and bidding, they will often neglect their ads. This creates a lot of wasted potential and will lose you money. A strong ad can mean the difference between success and failure.
