Every pay per click marketing campaign is different. And, this is especially true when you are talking about B2C (business to consumer) as opposed to B2B (business to business) campaigns. Following are some tips for putting together an effective B2C PPC campaign.
Capture Their Attention: When consumers go to the internet to search for something, they are usually looking for an immediate answer; that is why they are on the net. The best way to capture a consumers interest is to be THE answer to their question.
So, do not beat around the bush. Many pay per click marketers make the mistake of trying to capture as many leads as possible. Hence, their ads will be general in nature. But to answer a specific question, you have to give an specific answer (eg, write a specific ad). While you may generate fewer leads, you will usually wind up with higher conversions.
Remember, consumers have a pain point, which is where serious buyers are usually at when they are online. If your ad captures their attention by being specific, you have a chance of them clicking on and taking you up on your offer.
Urgency Works: This is particularly true with the B2C surfer than the B2B surfer. It makes sense when you consider that consumers are usually in a position to make a decision right away. With B2B prospects, several layers may have to been penetrated and approved before a buying decision can be made.
Hence, using language like Buy Now works well with B2C prospects.
Be an Authority: The web is a very crowded space. And, consumers are ever wary of fraud. So, positioning yourself as an industry leader will convert more B2C prospects, for they look for people who know what they are talking about.
Once they trust you as an authority, it will be easier for them to make the decision to buy from you, instead of your competitor.
Use Ad Space Well: Pay per click ads are small. You only get a few characters to sell your whole business. And, this is why it takes skill to write them. Using this ad space well is critical to your success with this form of marketing.
That is why it is crucial to learn how to write compelling headlines, to know which keywords to use, to know which words sell (eg, free, proven, new, love, etc.). The best ads solve a problem, with a compelling offer, without being salesy.
And, that is why pay per click marketing is an art.
