Ads have become an everyday part of our online lives. Whether we see them on free services platforms like Facebook or Google, they’re everywhere. A number of these ads are effectively targeted towards us based on our search habits, with some never seem to be directed towards us at all — and others can be just plain old annoying. To consumers coming across an ad, the best case scenario is running into a small pay-per-click (PPC) ad that’s held on the margin of their social media page or on top of their search results pages. These are they kinds of ads consumers like and marketers despise because of the same reason: they’re easy to miss. Make an ad large and consumers will find a way to block them, too small and they’ll get lost in massive online void.
The goldilocks of ads are the ones that stand out, offer enticing deals and aren’t ever intrusive. If you’re looking to create the right PPC ads without annoying your customers, here are some tips to get you started:
Don’t Forget To Write Well
Most pay per click advertisements require you to write a couple of short, descriptive phrases about your brand, product or service. It’s here that underestimating the importance of writing a well thought out description can hurt you. As you create your ad and write its description, be sure that at a minimum, your grammar, spelling, and language is accurate and appropriate for your audience. Also, be sure to verify that the language you use adheres to the rules enforced by the pay per click platform. Sites like Google and Bing prohibit ads that use superlatives such as “the best,” and “the greatest.” Make sure you are also avoiding the use of repeated keywords and excessive capitalization. Remember, you’re not writing the next great piece of literature, but you’re still trying to write a piece of content that will lure consumers into a sale.
Add Qualifiers To Your Ad
With PPCs your greatest goal should be to draw in consumers who click on your ads because they actually intend to make a purchase. You want qualified customers clicking on your ads, not a broad group that might click on your ad and then quickly depart. One of the most effective ways to qualify traffic that is actively looking to make a transaction with your brand is to include your prices explicitly in your ad. Keep in mind that the majority of purchase decisions made online are strictly based on price. Whether your customer is looking for a ‘bargain buy’ or a ‘luxury purchase’, you can always hedge your bets on the fact that all consumers will have a price in mind for the product or service they’re searching for. As such, make sure you are always including your price directly in the headline of your PPC ad.
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Always Include A Call To Action
It’s a simple one, but most marketers often forget that this one is key — even when it comes to creating PPC ads. As you create your PPC in AdWords be sure you are including a CTA that tells your consumer what you want them to do. A lot of times consumers are so bombarded with ads they end up looking for a little bit of encouragement from their sellers. When you create your PPC be sure to add a sense of urgency to your description or a specific sales process like. Of course, since your goal is to use a PPC ad that doesn’t annoy your customers, don’t lay on the pressure to click your ads too thick. Consumers who feel like they’re being strong armed into a sale, typically end up making returns or abandoning sites completely. Words like “Save on Bathing Suits Today!” or “Limited Time Bathing Suit Sale” will coax your consumer into checking out your ad without pressuring them too much.
Reduce Risk For Your Customer
Online shopping is a massively going trend and yet, it’s still important to keep in mind that it is still a relatively new phenomenon. A large group of your customers may be making their online purchase for the first time. As such, they’ll likely have a limited experience with online shopping, and/or might not have ever interacted with your website before. To reduce any skepticism or worry of risk involved in an online purchase, mention special shipping deals, as well as free return policies or lifetime warranties in your ad. Such guarantees will make customers feel more comfortable about spending money on your site and will always encourage them to take action. Of course, be sure to follow through with any promises you make in your ads.