Advertising is only as useful as the conversions it creates. Whether the conversion you’re looking for is simply to get eyes on your page and raise awareness or to actually inspire a purchase, it all starts with that first click.
The pay per click (PPC) advertising strategy is all about that first click, in that you only have to pay for the advertising space if users actually click through to your landing page. Therefore, the two very important halves of PPC, ensuring that customers click your link and taking good care of them from your landing-page onward.
Today we’ll focus on the first step, because without that first conversion the rest of the process is moot. How do you make sure potential customers will click through your pay per click ads? The key is to be there when they need you most and will be glad to see your listing sitting helpfully at the top of the page.BLOG: The Secret to Pay Per Click Success | Going Where You're Needed #PPC Click To Tweet
What is Pay Per Click, Exactly?
Remember the banner ad? Tall or wide image and text advertisements often flashing or animated to get your attention?
Online marketing in the late 90s and all through the 00s was all about the intrusive, demanding banner ad but a lot has changed since then. Consumers have gotten used to the internet and search engines have made it possible for them to target your advertisements based on the keywords users search for.
We use search engines for everything from what to feed toddlers to DIY car repairs so it’s only natural that the most popular kind of PPC ads come in the form of sponsored search engine results.
When users search for one of the keywords linked to your ad, your website, description, and link to your landing page will appear among the first three search results. This gives search engine users the chance to see and select what you have to offer even if your website is not considered the ‘most relevant’ via SEO ratings which take time to build.
The Psychology Behind PPC Options
So, you’ve signed up for your PPC slot and are waiting for the visitors to roll in. However, to have a good idea of your actual conversion rates, it’s important to understand the psychology of modern consumers using search engines.
Your listing, while it is presented as a search result, it also marked as an ‘Ad’ and users since the banner ad days have trained themselves to avoid promotions in case of malicious links or finding that a site is irrelevant to their search after clicking through. People don’t even think about the fact that they’re dodging the first three results anymore, it’s become a habit.
The good news is that there are also many circumstances in which users will click the first good-looking result available and be grateful for its quick offer of help. This usually happens when they are in a hurry, urgently need what you have to offer, and/or are experiencing some form of emergency.
Therefore, the best way to ensure that your Pay Per Click advertising is successful is to make sure all settings are arranged to provide just-in-time relief, products, and services to users when they need them most.
What You Have to Offer
The just-in-time strategy naturally works best for things like field services ranging from roadside assistance to plumbers to last minute babysitting so if your business runs along these lines, you’re in luck!
While most people would prefer to spend half an hour researching before hiring a professional, when they don’t have the time or patience for this task, the PPC ad results are often their best bet for fast, responsive service and this is where a large portion of your conversions will come from, especially if you’re looking to create sales-conversions, not just awareness.
Of course, if your product or service doesn’t traditionally apply to the just-in-time strategy, that’s okay too.
All you need is a little insight into how you could appeal to people in a hurry. If you sell bathing suits, for instance, you will always get a few clicks from people doing their research on the best online bathing suit vendors but you can catch that in-a-rush boost to conversions by attuning your keywords to people already on vacation who didn’t pack a suit and need one now. In other words, they key to PPC advertising is to make yourself available exactly when customers need you.
Researching Your Keywords
Once you know which customers will be ready to buy your products, the next step is to research the perfect keywords.
This takes another dip into the psychology of search engine use as you are trying to predict what users will be typing into the search engine box right before they will want to buy from you most.
Let’s say you sell compact wireless computer accessories like keyboards, mice, and headsets. While the names of your products along with associative words like ‘wireless’ and ‘Bluetooth’ are obvious keyword choices, remember to consider what your products are most useful for in the life of your customers.
The keywords ‘travel’ and ‘portable’ are fantastic additions to your list as most people looking for small wireless computer accessories are likely to be on-the-go students and professionals who don’t want to pack their entire USB-wired rig.
Along those lines, you might also consider choosing keywords that appeal to the RV and ‘internet lifestyle’ professionals who are particularly fond of very portable tech.
Source: Webenso.com#PPC Tip: Once you know which customers will be ready to buy your products, the next step is to research the perfect keywords. Click To Tweet
Building Your PPC Advertisement
Now that you have your target audience and keywords ready, it’s time to build the content of your listing. This will primarily consist of a title, description, and a link to your landing page. While you may be tempted to use this space for phrases like
“Best Scented Lotions in New Mexico” or some other promotional statement, remember that people are advertisement-adverse and try to avoid these. Instead, make your listing as straightforward and informative as possible.
If you do sell scented lotions, your title should be more along the lines of “Organic Scented Lotions by Aroma Diva” with a positively worded but helpful description about the lotions like available scents, ingredients, how they are made, or some other data-packed blurb. Do your best to avoid promotional ‘fluff’ and instead give search engine users a chance to choose your product based on its merits. Modern consumers want to make decisions, not react to ads so if you want your ad to work, make it look as little like an advertisement as possible.
Going Where You’re Needed
What successful Pay Per Click advertising comes down to is finding users when they’re already looking for your product, are ready to make a quick conversion, and then presenting yourself as a legitimate helpful solution to their needs.
The age of disruptive and even openly promotional content is behind us because modern consumers are ready to make decisions on their own. Ideally designed PPC ads don’t seem like advertisements at all, presenting instead as thoughtful just-in-time availability offered by you, the seller, to your target audience just when they need you most.
The goal is to create grateful customers who are glad for your easy to find listing. When your audience, keywords, and content are all correctly aligned, you will finally be able to sit back and watch the conversions roll in.What successful #PPC advertising comes down to is finding users when they're already looking for your product, Click To Tweet
For more helpful advice on Pay Per Click and other digital marketing trends, contact us today!