Pay Per Click (PPC)
4 Ways to Help Pay Per Click Ads Generate Clicks
ads are small in relation to the content and factors on your webpage(s), however it can be debated that they’re more important. If your ads aren’t appealing enough to generate clicks, users will never be sold on your website or any of the content it has to offer. Therefore, it is important to get your and your users relationship off on the right foot by making the difference in improving your ads to generate a higher click ratio. These four steps are designed to enhance your PPC
endeavors and create ads that work for you, your users, and your website.
Cut ties with low-performing ads:
If your click-through-rate has been suffering, then it is time to consult Google Analytics
. Distinguish your top-performing ad (the most clicks per impressions) and get rid of all the rest. However, do not discard them completely, but contrast and compare them to understand what works and what doesn’t for an ad to be effective.
Figure out what your low-performers are lacking: Examine your worst performing ads. Find out what makes them less effective than your top-performing ads. One common example of low-performing ads is tasteless or painfully obvious commercial mumbo jumbo. If this is the case, tone down the language, don’t bombard your visitors with empty ad-slogans.
Look at the competition:
Some existing software tools show you your competitors' ads, keywords, bid prices and other data, but a quick assessment using your own experimental searches can also be valuable. Does your competition use several ad variations? Do they have attention-grabbing headlines? Learn something from what your competitors are doing right and then try to implement it creatively (rather than turning into a replica of your competitors) in your own ad campaign.
Build off of your top-performing ad to create variations:
Once you’ve collected data based on your own ad experiments, recognized elements that aren't working, and gotten a few ideas from your competitors. Use all this data to create variations of your top-performing ad. Run A/B tests to narrow down which ads perform better, then gradually work your way down to a few ads that include these fool-proof improvements that work.
Your ads are the glue that holds your PPC
campaign together. It is also the spur that prompts a relationship between your business and any prospective customers. The most effective ads leave a lasting impression, often times leading visitors to make a purchase. Establishing valuable ads can help increase your ROI
based on the number of customers who visit your website. Modifying your PPC
ads may take some time, however in the long run of evaluating and eliminating those ineffective ads will do wonders for your PPC
campaign, allowing it to perform at a high, consistent level that is in tune with your current and potential customers.