Inbound marketing benefits from diversity. If you aim to bring in leads from just one source, you probably won’t see as many new customers as you’d like to. By branching out with multiple points for potential consumers to encounter your brand, you increase the odds of attracting more people to your website, which can in turn result in more paying customers. So, while an improvement in your organic search rank may be your top priority in your marketing budget, it can also pay off to make room for paid ad placement through PPC ads, or pay-per-click-advertising. If you’re not familiar with AdWords Campaigns and what they can do for your business, read on to discover what you’re missing.
Reasons to Use PPC Ads
When you focus on improving your organic search ranking, you will be working to improve your total site experience to nurture leads through time and keep customers coming back. This process will focus on educating future customers and retaining existing ones, but it will not happen quickly. PPC ads offer a faster-acting solution because they can bring in customers who are ready to make purchase decisions and catch them at an important stage of the buyer’s journey. Even when Google AdWords are not directly geared towards immediate sales, they can provide a larger boost in leads, whom you might later target with email or social campaigns. You may start to see new leads from PPC ads the day they go live, and that is not something you can say for steps taken in organic search marketing.
PPC advertising is also an affordable solution because you only pay for clicks the ad gets, not views, meaning that someone has to engage with your ad for you to pay anything for it. Of course, clicks do not necessarily mean conversions, which is why you need to know how to formulate effective AdWords Campaigns, which is what our next section covers.
And, if you need another reason to talk you into using PPC ads, you should consider the priority that Google has given to these listings. The number of paid ads per search has increased, so in some searches, the only thing you see above the fold is ads.
Elements of a PPC Ad
AdWords Campaigns include more than the ads themselves. These ads require some initial research as well as follow-up analysis and testing to ensure that they’re doing what they’re supposed to. You also cannot have a PPC ad without an appropriately paired landing page, which should make it as easy as possible for someone to complete a desired action, such as a purchase or form submission.
- Keyword Research – Ads need keywords, because those are the markers that pair an ad to a search inquiry. But selecting keywords can be a more complex matter than you might imagine. Your instinct may be to simply choose keywords that describe your most profitable service. For example, you might think “HVAC repair” is an ideal keyword for an ad encouraging customers to schedule HVAC repair services. However, a little research can tell you that this keyword is generic and highly competitive. That means that is will have a higher cost per click, and it will be more difficult to be featured as a sponsored post for that keyword. With keyword research, you can identify terms that still fit into your promotion but might yield better results with more favorable pricing.
- Ad Text – PPC ads tend to look pretty similar, so the text in them should be carefully worded to generate more attention and create the sense of urgency that will make readers want to click. However, this may not be something that you land on the first time around in your ad copy, so it may take some testing to narrow down the right language for your target audience. Running A/B tests throughout the duration of an AdWords campaign can help you design more effective ad copy that gets more people to click.
- Landing Page – A strong landing page is a necessity for any PPC ads. The landing page is where a customer ends up when they click on your ad, so the text on it should be optimized to drive customer action. If you are seeing that your ads are getting a decent rate of clicks with a high number of bounces, or people who do not convert or visit other pages on your site, then bad landing page copy may be to blame.
If you’re ready to incorporate PPC ads into your marketing plan or you need to start from scratch to get your brand out there, Anchor Wave can help you see the most for your budget. Plus, as a Google Certified Partner we are up-to-date with the latest AdWords product information. To learn more about our AdWords Agency and to see what we do, visit our website. For a one-on-one consultation with one of our marketing specialists, call (520) 622-3731.