Engaging customers is critical for an effective PPC campaign, but that’s far easier said than done.
Writing engaging PPC ads to attract your target demographic will help you boost conversions and increase sales, and the better your ads are, the further your campaign budget will go.
Here are 4 ways to boost customer engagement in your PPC ads …
Be Upfront with Your USPs
The world of PPC remains as competitive as ever, if not more so. You have to construct your PPC ads so they highlight your USPs: include anything and everything that can give you an edge over your rivals.
This could be that all (or a portion) of your income from the products / services advertised go to charity, or that you’re the only brand in your region / country stocking specific items. It may even be something smaller, such as free shipping, entry into exclusive competitions with each purchase, or similar perks.
These will help you stand out from more generic ads, and can help to encourage more clicks.
Show Off Your Special Offers
Limited-time promotions, special offers, discounts, buy-one-get-one-free, and similar deals can be just as effective as a strong USP. Include these in your ad copy in clear language, but only use the most compelling – don’t bombard potential buyers with a list of deals and little else.
You might need to create promotions for your ads, but give it a try anyway.
Pay Attention to Context
Try to identify ways in which you can make your ads feel relevant to the season or topical issues. This might be easier for companies in some sectors than others.
For example, if you sell fancy dress costumes or make-up, Halloween gives you an ideal opportunity to grab buyers’ attention. If you specialize in luxurious chocolates, wines, or other products that make popular gifts, multiple special occasions throughout the year (Christmas, Valentine’s Day etc.) should inspire your ads.
With Christmas, Mother’s Day, Father’s Day, Thanksgiving, Black Friday (one of the biggest holiday shopping days), and more, you can make your ads even more relevant to customers. Avoid leaving the same bland ads running month after month if you can use current or upcoming events as reinforcement instead.
Focus on Your Target Customers’ Needs
This sounds obvious, but part of engaging your prospective customers in PPC ads is addressing their needs.
Businesses can fall into a trap of simply covering what they offer without incorporating the buyer. For instance, if you sell vintage cars, perhaps mention how this can ‘make your next road trip unforgettable’ or ‘help you hit the road in style’, rather than ‘hundreds in stock’.
These are basic suggestions, but by using terms like ‘your’, you are engaging the reader directly, rather than advertising your goods or services in a more abstract manner.
Want to know how we can create truly engaging PPC ads for your brand? Trust our Orange County digital marketing agency to help you get ahead of the competition!