In Pay-per-click advertising, the advertiser pays a certain amount to a publisher usually a website, social media platform or search engine, each time a user clicks on an ad published on the platform.
In most cases especially for search engines like Google ads and social media platforms like Facebook, the Cost-per-click is not fixed. It varies depending on factors like the keyword nodded on, the industry, the maximum bid, the target market and the text or content of the ad in question.
These factors not only influence the cost of PPC ads, they also have a measure of control over the success of a digital marketing campaign.
Photo Credit: Dreamstime
How do these factors affect the success of an advertising campaign?
The way a majority of not all advertising models work, the amount of money invested in an advertsing campaign would not ensure its success.
The case is also thesame with Pay-per-click ads especially on search engines. In order to understand how they affect your PPC ad campaign, we have to first answer this question.
What are these factors?
Although a lot goes into the planning of a PPC ad campaign, the keywords selected can in the words of Neil Patel, make or break your advertising campaign. This is because the visibility of you as is greatly influenced by these selected keywords.
Thus, to ensure that your ad is seen by the right customer, you have to select appropriate keywords that not only guarantee visibility, but also relevance and passes the message across.
For instance, an online store that sells shoes for men alone would use "men shoes" or "shoes for men" as keywords not "feet accessories for men". Using the first two would ensure that when a query for men shoes is entered, your ad pops up and also when there's one for shoes too.
2. Ad Headline
The work does not end with selecting and bidding on the right keywords, using these keywords to make a great copy for your ad would increase the Click Through Rate (CTR) for your ad.
After selecting and bidding on the appropriate keywords for your ad, use power words with the keywords to create a good headline for your ad.
Examples of Power words are Free, Successful, Now, Quick, Fast, Hurry etc. All these words serve as triggers that would grab the attention of users and lead to increased click through rate.
3. Landing Page
Your landing page is where a user is directed to when they click on your ad. Where the headline attracts the attent ion of the customer and influences your CTR, your landing page would determine if the ad would get high conversion rates or none at all.
It is quite possible for your ad to have high CTR and low or no conversion rate. If this happens, then your ad campaign is not productive and you're losing money.
When you click on an ad, most times when you get to the landing page, you quickly look for the CTA, and if it's not there, the business loses a customer.
The example below shows the sales copy of Dreamstime followed by a good call to action (circled in purple).
Your landing page should offer the services advertised in your ad. This is very important; for instance your ad says free books and the landing page would ask for donations to a school library, a lot of users would use their back key.
It should have a strong Call to action (CTA) that would lead to the final conversion from user or visitor to customer. Your call to action should come after an appealing sales copy that would show either the problem of the customer or the problem and how you solve it.
It should be user friendly and interactive too. It would be no good if your landing page is not interactive and user friendly. All the buttons have to work, the page has to move (up or down) easily. People get frustrated a lot with landing pages or webpages in general that are not responsive. Your business would lose prospective customers if it not responsive.
Pay-per-click advertising as a digital marketing strategy is quite effective if done right. Using the above factors you can optimize your ads to produce the best results.
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