You’ve no doubt seen all the YouTube ads for PPC, and read countless other blog posts before coming to this one. Now, if you’ve decided that PPC indeed is for you, it’s important to make sure it’s really working for you. PPC can be a great addition to a small business’s marketing tactics, but only if it’s executed the right way. Here’s how to make sure you’re getting the most out of your PPC.
Attach Offers to Your Headlines
Offers always catch the customer’s eye, no matter what it is that you’re trying to sell. However, certain markets are going to react better or worse to different formats of offer. To apply offers in the best way possible, make sure you’re experimenting with the way you’re displaying your discount. Sometimes it’s better to present a discount in the form of a percentage rather than a given amount of money, or vice versa. It’s always better to word it in a way that makes the discount appear higher where possible. For example, don’t say “30% off for a limited time and an extra 20% off your first order.” Instead, simply say “50% off for a limited time only.” I’m sure you can tell which one’s going to be more eye-catching and click-worthy!
Use the Right Ad for the Right Audience
Whether it’s on Google or Facebook, matching your ad to the audience you’re trying to sell to is exceedingly important. On Google, for example, if you’re targeting users who are searching for a certain keyword, adding this keyword to your ad will instantly improve your click-through rate and quality score. If you’re looking to attract customers in a certain location, then it’s even better for you to throw the location into the ad. When creating Facebook ads, you’re given the flexibility to target specific age ranges, locations and genders, so make sure you’re changing the creatives according to the group you’re going after. If you’re selling several different products, and your website is getting a decent amount of traffic as it is, then you can also play around with dynamic remarketing for ads on Facebook and Google.
Never Stop Testing
This is the golden rule of PPC – test, test and test again. Even if you get to a point where you feel there’s absolutely no room for improvement, continual testing can open your eyes to some pretty glaring holes in your PPC campaign. Depending on the scale of your business, your time could be a bit stretched, and you might be able to benefit from PPC management. I came across a pretty helpful article on this: PPC Management: Do You Really Need It? This Will Help You Decide! Whether you outsource it or not, there’s no doubt that continual PPC testing is essential for your long-term success. Whenever you’re thinking of tweaking something in your PPC ad – whether that be the ad copy or the image, make sure you’re testing it first, so as to ensure you have some data to track your overall progress.
Apply these three tips, and you can rest assured you’re getting the most from your PPC!