SEO is the ultimate tactic to building credibility and getting your website seen. However it takes strategy and patience. But if you don’t have the time to wait for a well-crafted SEO strategy to start showing results and are looking to create an immediate buzz for your business, we would highly suggest another component of SEM (search engine marketing). PPC, or pay per click ads, are an almost immediate way to get your business website listed on the search engines. Due to the incredible market share of Google it stands to reason that the majority of these online ads are built in the Google AdWords platform.
While we’re going to focus on Google AdWords in this post, the key to writing any effective online ad is being able to understand your customers’ wants and needs and convey the message that you have or are what they desire. That message should contain some of if not all of the following:
When crafting an effective online ad you should try to have some variation of the keyword being searched for somewhere within the ad content. This helps confirm to people that your result is relevant to what they are searching for. Google even has a way to dynamically insert keywords into your online ads for you.
Call to Action
A call to action is the part of your advertisement that tells your target audience what they should be doing once they’re done reading your online ad. It is a directive that tells people what the next step is for them. Examples are ‘Buy Now’, ‘Shop (insert product)’, ‘Get Your Free Estimate’, and many others that follow the same thought.
Unique Selling Proposition
You’ll notice that when you post your ad that you are competing against business that may be offering the exact same products or services you are. So, in addition to having a strong call to action, let them know why you are different than your competitors. Is it free shipping? A discount? No hassle returns? Your ad is your first selling proposition, so be sure capture their attention.
Choosing to target your online ads for a more hyper-local approach can be a good idea depending on your business. If you truly are a local business, like a restaurant, dry cleaners, or coffee shop, etc., you should focus on your location to draw those who are already looking for your product/service in your area. Let them know that you are local and/or will service the area in which they are searching by inserting a geographical location in your ad text.
Don’t waste important characters on industry jargon. Include facts like number of years in business, number of satisfied customers, how many units sold, etc. Talking numbers and data helps to increase credibility.
Make it Personal
Focus on the customer. We tend to overuse “we”, “us” and “our”. People want to know what you can do for them. Use “you” and “your” instead. After all, it’s all about “what’s in it for me”, right?
Testing is the single most important thing to do to ensure you’re getting the best results possible in terms of ROI. Test your headlines and test the rest of your ad copy. One simple change can make a huge difference in terms of what grabs people and what doesn’t. You should always be running A/B testing in order to gain insight to help improve your ads and results.
While it may be easy to be up and running with a some online ads in a few hours, it takes time to fully learn the process and really understand how to make AdWords work for you. If you would like help in getting started with online ads or need someone to expand your program and offer guidance, contact Marketing Relevance. We can help with both the strategy and tactics to get the clicks you want. Call 847-259-7312 or visit our website.