In pay per click marketing, there are many facets that go into making up a successful ad. With the holiday season upon us, many are pumping dollars into their pay per click campaigns. Here, we wanted to keep it simple and tell you the top three things you need to know to make your Google AdWords campaigns a success.
Keywords: Internet marketing experts agree that a successful pay per click campaign starts with keywords. Following is the most important thing you need to keep in mind when conducting keyword research.
Advice on Keyword Research
Make sure you're targeting the right keywords" for the offer at hand. One of the biggest mistakes PPC marketers make is trying to being too general when selecting keywords. This is particularly important info for merchants with wide product lines.
For example, if you run an online shoe store that caters to the whole family, don't select keywords that drive them to your home page. Get them to the specific product they are searching for. If you're having a holiday special on kids' shoes, select keywords for this; for women's shoes, do another ad for this; etc.
In short, be specific with your keyword selection. While you may get fewer clicks, your ROI will increase because the leads are super targeted.
Specific Call to Action: Many pay per click marketers waste great PPC ads because they end with a weak call to action. An example of this goes something like, "Click to learn more."
Call to action statements should be strong, direct and . . . again, specific, like the following:
> Buy Today and Save 10%
> Subscribe to Receive a FREE Gift
> Sign Up for Free Holiday Shipping
These types of call-to-action statements implore the reader to take a specific action, eg, buy, subscribe, sign up.
Strong Landing Page Copy: A great ad will do diddly squat if your landing page is crap. Sorry to be so blunt, but that's the whole, plain truth.
The most important thing to keep in mind when it comes to landing page copy is to tout benefits" not features. This is such a simple marketing message, but it bears repeating because so many retailers get caught up in what their product is all about that they forget why prospects buy.
In case you forgot, prospects buy because of what a product or service can do for them" not because it's feature rich (ie, cheaper, bigger, lasts longer, etc.).
In conclusion, pay per click marketing is simple. The basics don't change. If you keep these three pieces of advice in mind when writing your Google AdWords ads, you'll be well on your way to meeting your ROI (return on investment).
