When you’re running a pay-per-click (PPC) campaign, getting clicks to your landing page is vital to the success of your ads. At Marketing Business Solutions, we’ve worked with clients in a wide array of industries. While each industry has its own unique characteristics, there are certain things that apply across all industries. Read on for tips on how to optimize your PPC ads.

Understand Your Audience

When creating your ads, don’t focus on the customer’s problem. If they’re searching for a specific product or service, they already know their problem. They are looking for a solution. Prove to the user that you can solve their problem better than your competitors.

Highlight how your product or service solves their problem by using social proof.

Make Your Ads Hyperlocal

For many small to medium-size businesses, PPC ads are a vital source of new customers. Recent surveys have shown that over 82% of consumers say they’d spend more to support local businesses after the COVID-19 pandemic. Highlighting that you’re a local business with a local phone number and geographically targeted ads can increase your clicks and foot traffic.

If you are using a phone number in your ads, ditch the 800 number for a local phone number to drive home the local aspect of your business. There are several great services available that allow you to generate unique, local numbers for your ads. Most of them allow you to not only track the effectiveness of your campaigns but also record the conversation to hear what customers are saying. Additionally, if your business has brick-and-mortar locations you can use geographic targeting to serve hyper-specific ads, pushing users near your stores to generate foot traffic.

Headlines and Call to Actions

Using your Headlines and Call to Actions (CTA) to highlight the benefits of your product and how they solve users’ problems can help you stand out from the competition. With limited space in PPC ads, every character counts. Making the most of your headlines and calls to action is vital to grabbing users’ attention and getting more clicks. Don’t be afraid to get creative but keep your audience in mind. Avoid using jargon or acronyms that users might not understand.

In your headlines, highlight tangible benefits or solutions to the problems your audience faces. Showcase your expertise, or promote special, eye-catching offers. When it comes to the ad copy, don’t forget to include a call to action. An engaging call to action that goes beyond the typical “learn more” or “click here” will help you stand out from your competitors.

 

If you are ready to take your ads to the next level, contact Marketing Business Solutions today!