Whether you want to drive traffic to a new business or want to expand your brand’s presence online, PPC advertising can be a great way to improve your bottom line – all without using an arm and a leg.
How does this happen?
In this post, we will discuss the basics of PPC ads, how to create a PPC ad and more.
What we cover:
What are PPC ads?
PPC, which stands for pay-per-click, is an online marketing model where advertisers bid to have their ads displayed on platforms such as Google, Bing and Yahoo. Every time someone clicks on the ad, they pay a fee. In essence, it is a way for businesses to buy visits to their site instead of trying to “earn” those visits organically.
If a visitor sees an ad but does not click on it, the advertiser is notified of the impression, but the ad incurs no cost as no click occurred.
You’ve probably come across PPC ads while surfing the web, and not even known it.
For example, if you Searching for the phrase “SEO specialist”, you will see a list of plain text ads that appear at the top of the page with the word “Ad” or “Sponsored” next to it.
If you were to search for something like “chandeliers”, the search engine results page would show a carousel of product images marked “Sponsored.”
How to create a PPC ad
When writing copy for your PPC ads, you want to place yourself in the shoes of your target audience. What type of offer would they like to see? How does your product or service help solve their problems? What sets you apart from your competitors? You must make ad copies that answer these questions and are relevant to the user’s search query.
Here are some of the PPC ad options you should consider:
According to Google, “A text ad is a form of marketing communication that advertisers may use to promote their product or service on the Google Network.” All text ads must include a headline, targeted keyword theme, display URL, and a call to action.
Google Ads text ad structure should follow this format:
Heading 1 – Up to 30 characters (including spaces) Heading 2 – Up to 30 characters (including spaces) Description Line – Up to 80 characters (including spaces) Path 1 – Up to 15 characters Path 2 – Up to 15 characters
These ads contain more detailed information than standard text-based ads (product titles, images, and prices) and are intended to direct users directly to product pages where they can make a purchase. Because product list ads use Google product feeds, they must be linked to a Google Merchant Center account.
An image ad consists of text and an image that contains details about your business, products or services. If a user clicks anywhere on the ad, they will be taken directly to your site. You even have the option of creating a responsive ad that automatically adjusts the size depending on where it appears.
How to create a PPC ad
When it comes to creating a PPC ad, follow these steps to ensure the success of your PPC efforts before officially launching your campaign.
Define your goals. Are you trying to raise fire awareness? Or maybe you want to increase site visits? Without having a specific goal in mind, it will be an upward struggle to perform the rest of your tasks. Therefore, it is important to decide who you want to target, the theme of your campaign and the type of campaign you want to run early. Perform keyword research. Since your entire PPC campaign is built around keywords, you need to identify target keywords that provide relevance to your target audience. You can start by brainstorming broad keyword phrases around specific product features or verticals and then start compiling a list of competitor terms. From there, you can start setting your bids on different keywords and choose your daily or monthly budget. Write your ad copy. Developing effective ad copy and a strong call to action can help reduce the cost-per-click. Acquisition and increase clickthrough rate. Be sure to include the goal keyword at least once in the headline and once in the body text. We also suggest using phrases like “learn more” or “start today” to create a sense of urgency so your audience can act. You can then link the ad to your desired landing page. Monitor your results. Once your PPC campaign is up and running, track your progress so you can identify strengths and weaknesses and then improve your performance over time.
With a little patience and attention to detail, PPC ads have the potential to increase both your customer base and your earnings.
And now that you have a basic understanding of how to create a PPC ad that converts like crazy, it’s time to put that knowledge into practice.
Remember – to create a PPC advertising campaign that works, you must adhere to the unofficial motto of the PPC world – “Always test.”
By testing regularly, you take the guesswork out of PPC advertising, which helps you make more informed decisions about your ads.
You do not want to let any conversions slip through the cracks!