Pay-per-click (PPC) advertising is a powerful tool for small businesses to drive targeted traffic to their website and increase sales. However, running a successful PPC campaign requires more than just setting up an ad and waiting for the clicks to roll in. To get the most out of your PPC ads, you need to follow best practices that will help you to create effective ads that drive conversions. In this blog post, we’ll cover the top best practices for more effective PPC ads for small businesses.
Use Targeted Keywords
Choosing the right keywords is crucial to the success of your PPC campaign. Make sure you do thorough research to identify the keywords that your potential customers are using to find products or services like yours. Focus on long-tail keywords that are more specific and have less competition. This will help you to reach a more targeted audience and improve your click-through rate (CTR).
“Long-tail keywords or localized keywords often produce better ROI since you aren’t competing against national chains which can drive up keyword costs,” said Paul Dughi, CEO at StrongerContent.com.
Create Compelling Ad Copy
Your ad copy is the first thing that potential customers will see when they come across your ad, so it’s important to make it as compelling as possible. Use clear, concise language that highlights the unique benefits of your product or service. Include a call-to-action (CTA) that encourages viewers to click on your ad and take action.
A/B Test Your Ads
Testing different versions of your ads is essential to finding what works best for your business. Create multiple versions of your ad, testing different headlines, ad copy, and CTAs. Use A/B testing to compare the performance of each ad and optimize your campaign over time.
“This sounds complicated, but Google’s ad platform lets you test multiple variations easily,” Dughi. “For text ads, you can use 15 headlines and four different descriptions, letting Google test them in multiple combinations to find what works best.”
Use Negative Keywords
Negative keywords are keywords that you don’t want your ad to show up for. Using negative keywords helps you to filter out irrelevant searches and improve the quality of your clicks. This can help to increase your conversion rate and lower your cost-per-click (CPC).
Optimize Your Landing Pages
Your landing page is where viewers will go after they click on your ad, so it’s important to make sure it’s optimized for conversions. Use clear and concise language, compelling images, and a clear CTA to encourage viewers to take action. Make sure your landing page is mobile-friendly and loads quickly to prevent viewers from bouncing.
Monitor and Adjust Your Campaign
It is also important to monitor the performance of your PPC campaign and make adjustments as needed. Use analytics tools to track your CTR, conversion rate, and cost-per-click. Use this information to optimize your campaign over time and make adjustments to your keywords, ad copy, and landing pages as needed.