If your ads achieve a solid click-through rate, that shows they’re appealing to prospective customers enough to pique their interest.
But if your paid ads aren’t attracting as many clicks as you know they should, winning new business can be tough. What can you do to put this right? Join our Orange County digital marketing specialists as we explore five simple and effective ideas.
Explore Different Keyword Types
When researching and planning keywords, it helps to understand the different types. These include:
- Informational: Targeting users looking to solve a problem, with no specific solution or provider in mind.
- Local: Helpful for small businesses aiming to serve customers in a specific area.
- Branded: Include the name of a brand, whether your own or another (e.g. a competitor).
- Negative: Keywords that you don’t want to target in your ads to reduce money wasted on irrelevant clicks.
By exploring and targeting a variety of keyword types in your PPC campaigns, you can increase your chances of reaching prospects at different stages in the customer journey and boosting your click-through rates.
Focus on Mobile Users
More than 295 million people in the United States access the internet via mobile, and that number is expected to keep rising. This is why mobile-friendly ads are critical for successful PPC campaigns.
Your ads should:
- Load just as quickly on mobile as on desktop
- Fit comfortably on all screen sizes
- Be easy to interact with (e.g. user-friendly click-to-call buttons)
If you overlook mobile users, your ads may not have the wide reach that they should. And that could cost you clicks.
Make Your Ad Copy Eye-Catching but Simple
Try to streamline your PPC ad copy and get your message across as concisely as possible. Help users understand why you’re the only business they need right now.
Be strategic with keywords, too. Place them in the headline and description, but don’t try to cram them in elsewhere.
Think About Your CTAs Carefully to Maximize Ad Appeal
A strong CTA can make all the difference between an overlooked ad and one that earns clicks. Tell users clearly what they need to do to move on to the next step of their customer journey.
Common examples include:
- Buy now
- Start free download
- Subscribe now
- Start free trial
As with the rest of your copy, your CTA should be simple and to the point.
Speak to Prospects at an Emotional Level
Engaging prospects’ emotions can help you win clicks. A few fairly obvious but effective examples are “unlock empowering new skills today”, “level up your confidence and career”, and “make a difference”.
If you can connect your business with the outcome that prospects are looking for, you could start generating more leads and conversions.
Ready to Speak to an Expert PPC Team?
The ideas we’ve explored in this post can help you achieve the results you’re looking for with your PPC campaigns. But why not leave it to our PPC experts instead?
We’ll build bespoke campaigns tailored to your business, audience, and budget. To get started, contact our Orange County digital marketing pros today!
