Whether you are advertising your business on Google AdWords or social media platforms such as Facebook or LinkedIn; making your campaigns creative is a must. When it comes to online advertising, it’s essential to make a big impact with as little text as possible. However, using relevant keywords while trying to make your ads unique and creative can be challenging. Here are a few tips to help you create ads that are both creative and relevant to drive more qualified clicks.
1) Timing Is Everything
Nowadays consumers browse through different products and services on multiple devices such as smartphones, laptops, tablets, and desktops. Being able to optimize your ads for the right devices and, deliver them at the right time will drive more clicks to your website. When optimizing your ads for mobile devices and tablets, be sure to:
- Make your content visually appealing
- Minimize images and fonts
- Use relevant keywords strategically
- Consider developing an app (for e-commerce businesses)
- Use Google’s Mobile-Friendly Test to check if your site is mobile friendly
2. Let Your Keywords Determine Your Ad Content
Relevant keywords are more likely to draw your target audience to your ads than generic content. When your ad text includes the same keywords that a user searches, those keywords are automatically bolded to show their relevance; making your ad stick out in search results.
3) Make Your Content Compelling
Once you determine which keywords will serve as the foundation of your content, the next step is to structure your ads with your end goal in mind. A successful ad is one that compels the user to click and take action on your landing page. To achieve this, your ad should include the following:
4) Improve Relevance With Ad Extensions
Ad extensions are a great way to provide your audience with additional and useful information about your business. Here are the different types of ad extensions you can use:
- Call Extensions
Allows you to add your business’ phone number to your ad; allowing customers to call you the moment they see your ad.
- Location Extensions
Allows you to add a link direction your audience to your business’ address. This makes it more convenient for visitors to find your location.
- App Extensions
Allows you to include a link to your mobile or tablet app below your ad. This allows users to find your app easily, which is more likely to lead to more downloads.
- Review Extensions
Allows you to show off your positive reviews, rankings and awards from reputable third party sources. Online reviews help your business build trust with your target audience.
- Ad Sitelinks
Allows your audience to learn more about your business by providing quick and easy access to different pages on your website.
5) Create Ad Variations In Your Ad Groups
Having multiple versions of an ad will allow you to find the highest performing ad copy for your campaigns. When testing different ads, be sure to focus on closely related keywords in tightly themed ad groups. This will allow you to monitor the impact of specific changes to your ads. Be sure to play around with different selling points, value propositions and call to actions. You can also try out completely new ads with different headlines altogether or swapping the order of your content. Be sure to take advantage of the AdWords Editor tool that allows you to make changes to your ads in bulk instead of one-by-one.
Now that you have the necessary tools to make your ads creative, relevant and compelling, here are four PPC campaign management tips to help you get the most ROI.
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