PPC accounts can take a long time to become profitable in some cases. If you don’t know the right keywords, bid too high or use the wrong landing pages, PPC just won’t work as a successful advertising campaign. However, PPC is a bit of an art form when it comes to marketing, but you really only need to use some simple digital marketing strategies to make your PPC messages stand out.
What’s Your Unique Selling Point?
A good PPC campaign is all about value propositions and unique selling points. It’s not your fault you think your business is popular enough to already be known about, but 9 out of 10 won’t recognize your brand unless it’s Coca Cola or Disney. Even then, these companies tell customers what they’re all about from the beginning.
- Why should people buy from your company?
- What are you offering that they can’t get somewhere else?
You have to clearly display discounts, free shipping, BOGO, promotions, free returns and other selling points right on the landing page and connect those to your PPC campaigns.
Ideally, you have one major unique selling point and a value proposition or two to entice your target audience. In the top banner, you should have your unique selling point like “free shipping on all orders.” Somewhere below the header, you can have a value proposition such as “buy one, get one.”
Overall, the PPC message has to be consistent and constantly deliver a trustworthy deal to your customers. People only need a little reason to bounce off of a page and find some other business to deal with, so it’s important to get your unique selling points and landing page right for your audience.
Take Out the “Fluff”
In PPC marketing, the adjectives, metaphors and complex sentence structure is lost. In some rare cases such as describing clothing or when selling a fine leather shoe in the J. Peterman Catalog, there could be some room for flowery language.
However, customers want to know what the “deal” is.
- What are you selling? What are you offering?
- Are you offering it for cheap?
- What is the concrete serve that you will provide for the customer?
Getting more specific is the answer to all of these questions. When you are offering a service such as English tutoring, a great PPC line for your home page might be “Learn English in 2 weeks.” The point is to make people understand quickly what your services are all about. Other parts of your website will fill in the details, but great PPC advertising is about getting even more specific when possible.
- What type of foreign languages do you teach?
- What’s the best deal you can offer your audience?
These are just some questions to ask for a PPC campaign.
Sales teams within your company know a lot about what your customers are buying and what they don’t care about, so you can use that data to help you target specific language for your PPC ads.
Shorten Your Message
A block of text gets lost on a page. PPC advertising is already based on using the shortest sentences possible to convey the right message. Once you plan out a killer PPC campaign, you don’t want to bring your customers to a page of fluff and blocks of texts.
Break up your blocks of texts with bullet points and images. Shorter sentences work better, and you should never have a paragraph that is longer than 3 to 4 lines. Color choices and typography matter as well. You wouldn’t purchase from a site that uses red and bright yellow with Impact font on caps lock would you? You should look at landing pages of competitors if you’re not sure what kind of user experience you want to give to your customers as they click through a page.
Make your customer’s life easy. When you write a PPC campaign, lead them to a page that’s constructed to sell but also tease and delight. They will appreciate a page with more substance and a few selling points rather than being bombarded with pop-ups and 10 different discounts. If you’ve ever tried to order flowers from ProFlowers.com, you know what I’m talking about.