Optimise your PPC ads by remembering these three key fundamentals

10 March 2017

Optimise your PPC ads by remembering these three key fundamentals

A fundamental truth of pay-per-click advertising is that effective PPC adverts are linked to effective landing pages. Gaining a click (and paying for it) and then leading your prospect to a page that doesn’t impress is a waste of everybody’s time and your precious resources. It is also true that the advert from a potentially long list that gets the first click has a huge advantage over the competition.

In short, making the most of PPC means committing to a continual process of testing and, where relevant, refining your PPC ads (and the associated landing pages), so that they reach maximum effectiveness in these three, key areas.

1. Solving a problem

When people have a problem they need to resolve quickly, the PPC advert that is most likely to get that first click is probably going to be the one that does the best job of convincing the reader that it can solve their problem and relieve their stress. Because of this, you need to think about what problems your product or service solves and put them front and centre in your copy.

2. Building trust

People who are looking to make a buying decision while under time pressure are in something of a bind. On the one hand, PPC adverts offer a convenient way to solve their problem. On the other hand, people have, understandably, developed a certain degree of wariness when it comes to adverts. Therefore, effective PPC adverts also contain reassurance, preferably independent, verifiable reassurance, that you are a bona fide, reputable company. Depending on your niche, this might include details such as how long you have been in business, any awards you have one and/or your number/percentage of positive reviews on a relevant site.

3. Ensuring visibility

People in a hurry are unlikely to be at their most attentive. Therefore, you need to make sure that your advert is easy to read. In particular, check how it displays on a smartphone. You can use typography, such as capitals and exclamation marks, to emphasize key points, but do so with a light hand. Remember that putting words in capitals is seen as the equivalent of SHOUTING so keep it to a single word or at most two.