Pay per click (PPC) advertising is one of the most effective ways to generate traffic and drive sales for your business. However, simply running PPC ads isn’t enough; to see a solid return on investment (ROI), you need ads that convert. A high converting PPC ad is one that not only attracts clicks but also motivates the audience to take action, whether it’s making a purchase, signing up for a newsletter, or completing a form.
To craft PPC ads that drive results, several key elements should be incorporated. These elements directly influence how well your ad performs and can significantly impact your ad’s ability to convert.
1. Strong, Relevant Headlines
Your ad headline is the first thing users see when your ad appears in search results or on display networks. A compelling headline can make a huge difference in your ad’s performance, especially when promoting a pay per click marketing service. This service often requires precision and targeting to stand out from the competition, and a well-crafted headline is crucial in capturing attention and driving clicks. Here’s why:
- Capture Attention: A well written headline grabs attention instantly. Since users often skim, the headline needs to stand out.
- Clarify the Offer: It should immediately convey what you are offering and why it’s relevant to the user’s query or search intent.
- Incorporate Keywords: Including the exact keywords or closely related terms in the headline can improve relevance and increase your ad’s Quality Score in platforms like Google Ads.
Example: If your product is a software tool that helps small businesses manage finances, instead of a vague headline like “Financial Software,” consider something specific like “Efficient Finance Management for Small Businesses.”
2. Compelling Call-to-Action (CTA)
Your call to action (CTA) tells the user exactly what to do next. A strong CTA guides users toward taking a specific action that aligns with your goals.
- Be Clear and Direct: Use action verbs that indicate what the user should do. Words like “Buy Now,” “Get Started,” “Download Today,” or “Sign Up” are clear and direct.
- Create Urgency: Adding phrases like “Limited Time Offer” or “Only a Few Left” can create a sense of urgency that encourages immediate action.
- Avoid Ambiguity: Don’t leave the user wondering what happens after they click the ad. The CTA should make the next step obvious.
Example: Instead of saying “Click Here,” try “Claim Your Free Trial Now” or “Get Your 20% Discount Today!”
3. Concise, Relevant Ad Copy
When writing the copy for your PPC ad, every word matters. The ad should clearly communicate the value of your offer, addressing the user’s needs and pain points directly.
- Focus on Benefits: Highlight how the product or service solves a problem or improves the user’s life. Make sure the copy answers the implicit question: “What’s in it for me?”
- Keep it Short: PPC ads typically have limited space, so avoid clutter. Stick to the key points and make sure every sentence drives toward conversion.
- Match User Intent: Ensure your ad copy matches what the user is looking for. If they’re searching for a “budget-friendly laptop,” your ad copy should focus on the affordability of your options.
Example: Rather than just saying “Quality Laptops Available,” a more persuasive option might be “Affordable Laptops for Students – Starting at $299!”
4. Strong Visual Elements (For Display Ads)
For display PPC ads, visuals play a significant role in catching the user’s eye. Well chosen images or graphics can help enhance the appeal of your ad and reinforce your message.
- Use High-Quality Images: Low-resolution or unclear images will make your ad look unprofessional and can hurt credibility.
- Ensure Relevance: The visuals should align with the product or service being advertised and resonate with the target audience.
- Keep It Simple: Avoid cluttered visuals. A clean, focused image with minimal distractions usually performs better.
Example: For a beauty product, showing an image of the product being used in context (e.g., a moisturizer being applied to a person’s skin) can connect more effectively with the viewer.
5. Ad Extensions
Ad extensions are additional pieces of information that can be added to your PPC ads. These can be quite helpful in improving visibility and providing more opportunities for user engagement.
- Sitelink Extensions: Add links to specific pages of your website (e.g., a product category or blog post) to give users more options to click.
- Call Extensions: Display a phone number directly in the ad, which is especially useful for businesses that rely on phone calls.
- Location Extensions: If your business has a physical location, adding an address or a link to a map can increase local conversions.
- Review Extensions: If you have positive reviews or ratings from customers, including them can boost credibility and trust.
6. Targeting the Right Audience
No matter how well-crafted your ad is, if it isn’t being seen by the right audience, it won’t convert. Proper audience targeting is a vital part of a high converting PPC campaign.
- Demographic Targeting: Tailor your ads based on factors like age, gender, income, and other demographic variables.
- Geographic Targeting: Focus your ads on specific geographic regions, especially if you’re running local promotions or offer products that are only available in certain areas.
- Behavioral Targeting: Reach users based on their past behavior online, such as previous purchases or web browsing history.
- Interest and Keyword Targeting: Use relevant keywords to target users who are actively searching for products or services like yours.
7. Mobile Optimization
With the rise of mobile browsing, ensuring that your PPC ads are optimized for mobile devices is essential. A large portion of users will click on ads from their phones or tablets, so the experience needs to be smooth and user-friendly.
- Mobile-Friendly Landing Pages: The landing page should load quickly on mobile devices and be easy to navigate. A slow or poorly designed page can cause users to abandon the process.
- Responsive Ads: Ensure your ads look good and function well across a range of devices, from desktop computers to smartphones.
- Click-to-Call Buttons: For mobile ads, including a click to call button makes it easy for users to contact you directly.
8. Offer and Incentive Clarity
A strong offer can be a game changer in convincing a user to take action. However, the offer must be clear and easy to understand.
- Highlight Discounts or Special Deals: If you are offering a discount, free trial, or special promotion, make sure it stands out in the ad.
- Be Transparent: Avoid hiding any important details about the offer. For example, if a discount is available only for a limited time, make sure the time frame is clear.
- Appeal to Emotions: If possible, connect your offer to an emotional benefit. People are often motivated by both logical reasons (e.g., savings) and emotional incentives (e.g., ease or enjoyment).
Example: Instead of saying “Big Sale,” state “Save 30% on Your First Order – Limited Time Offer!”
9. Social Proof and Trust Signals
When users are unsure about whether they should click on your ad, trust signals can help reassure them. Including social proof in your ads increases credibility and trust.
- Reviews and Ratings: Display star ratings or include snippets of customer reviews in your ad copy if possible.
- Certifications and Trust Badges: If your product has received industry certifications, displaying them can add credibility.
- Brand Logos: Including logos of well-known partners or brands you work with can build trust with your audience.
10. Clear and Relevant Landing Pages
Once a user clicks on your ad, the next step is the landing page. If your ad promises a solution, your landing page must follow through on that promise.
- Match the Ad: The landing page content should align with the ad copy. If you promise a discount on a specific product in your ad, the landing page should feature that product with the discount clearly visible.
- User-Friendly Design: The page should load quickly, be easy to navigate, and have a clear path for users to take the next step (e.g., making a purchase, signing up, etc.).
- Simple Forms: If your goal is to capture leads, keep forms simple and only ask for essential information.
Conclusion
Creating high-converting PPC ads is a combination of art and science. A well crafted ad, paired with the right targeting, compelling visuals, and a strong offer, can help you attract more clicks and conversions. Each element from the headline to the landing page plays an important role in the overall success of your PPC campaign. By focusing on these key components, you can significantly increase the chances of achieving your desired outcomes.
