Paying for search engine adverts can be a simple and effective way to ensure that people who are already searching online for information related to your business will see relevant, engaging information about your brand at a time when they are already looking to connect with someone.
Each search engine will have slightly different rules regarding what they do and don’t allow to be advertised, as well as rules about the format, length and style of advert so it’s important to check the detail, however in general if you want to have an attention grabbing advert there are some basic rules to follow.
Highlight your Strengths.
Whatever USP you have that differentiates your business over and above your competitors, make sure you highlight it. You don’t get much space, using Google Pay Per Click, to write long, wordy adverts so use the few words you’re allowed to highlight any unique features or special promotions to catch a customer’s eye with.
Where possible show prices
It’s not always appropriate to show prices for services, but if you’re selling a product for a great price you should be shouting about it. Internet searchers generally don’t want to spend their time looking for the wrong thing so give them as much accurate information as possible. If they like the price and click your advert you know they are very interested. If they don’t like the price, they probably won’t click, meaning you’ve save yourself the cost of a click on a searcher who won’t buy anything.
Related Resource from B2CWebcast: PR Hacking: How Ideas Spread And What Marketers Need to Know
Click on the following link to learn more about the costs of pay per click advertising.
Always Include a call to action.
A Call to Action is something that tells the searcher exactly what you want them to do. This could be words such as Buy Now, Call Us, Order Here, Get A Quote or Sign Up Today! If you convey a call to action s well as the benefits of your product or service it encourages users to click your ad and ensures that they understand exactly what you expect them to do when they reach your landing page.
A call to action will significantly improve your pay per click marketing campaign.
Include Keywords in the text.
If people search on a particular keyword, then they see that keyword in your Advert it reinforces the fact that you are offering what they’re searching for. The relevance of your advert should help to draw the users’ attention to what you are telling them in the rest of your advert. If you include the keyword in the title it will be in bold font – a minor detail that helps the information penetrate the customers mind that bit more!
Keep it relevant
Search Engine Adverts can be precisely targeted to users based on their interests, location, language and demographics. This gives a huge advantage for businesses who place adverts as the advert can be tailored specifically to their target buyer. Adverts are displayed only in response to a user’s query so if your advert is directly relevant to the target audience, that audience is more likely to be further along in the buying cycle, and therefore more likely to click your advert and convert.
Advertising is very difficult to get right first time. When starting a new campaign it’s wise to start with a low budget to see how each advert converts. If you’re not getting the results you wanted or expected then try tweaking your wording slightly. Sometimes swapping a few words round makes all the difference in the eyes of the searcher.