At Receptional, we offer budding customers a ‘Free Health Check’. This is when one of our PPC expert conducts an audit of the account, looking for missed opportunities. Below are the five most common mistakes we uncover.
In paid search your click through rate (CTR) will help define the price you pay. Google has an algorithm that uses your CTR (and the price you bid) to decide how much you pay per click and in what place your advert will be displayed. Your CTR will have an enormous impact on the advert’s performance as well as the all-important return on investment (ROI).
So, your CTR is crucial, which means you need to be writing ads that encourage searches to click. Your advert is the first point of contact with your potential customers.
PPC copywriting professional Karon Thackston has been writing ads for many years. She says “Amazingly, most people who write PPC ads don’t give a single thought to the people that will read those tiny, little ads. When you mention the idea of writing for a specific target audience, writers look at you as if you’ve just asked them to explain the use of shift ciphers when encoding top-secret data.”
So, where are advertisers going wrong? Well, here are five tips that address the most common mistakes we uncover.
1) Produce solid relationships
There are two important factors you need to consider when creating PPC ads. First, is choosing appropriate keywords. The second is being able to write adverts that attract clicks.
The link between your advert copy, keywords, and your landing page will determine your campaign’s Quality Score. Your Quality Score is score from 0-10, which is how Google measures, the quality of your adverts. Get a high score and you’ll pay less for each click. Several advertisers make the mistake of adding too many keywords to each of their AdGroups. Some of the ads won’t be relevant (either to the keyword or the landing page). This negatively affects the searcher’s experience. So, Google will charge you more for each click you receive.
An easy way of strengthening the relationship between the advert copy and your landing page is to add the target keyword within the display URL. Not only will this make clear to users that the advert is relevant to their needs, but it will also highlight the keyword and make it stand out from competition.
2) Add a clear call to action
Your call to action will determine whether potential customers click on your advert. It could be what gives the searcher the extra push they need to visit your website. The action you’d like the customer to take should be specified in the advert. For example, if you want customers to call you then you may wish to write ‘Call Us Now!’ Or if you would prefer a purchase, then you’re better writing something along the lines of ‘Buy Now!’
3) Test your adverts
A well-run PPC campaign will include an on-going process of testing. The purpose of each test is to increase your CTR. If you’re running only one advert for each AdGroup, you’re missing an opportunity.
Similarly, if you have multiple adverts live at one time, but they haven’t been changed recently (and the prices or discount are out of date), you’re also missing the chance to improve your CTR.
At Receptional, we suggest having three adverts live for each AdGroup and testing them on a monthly basis by changing the wording, display URL or even the message. By tweaking one element of the campaign, you’ll be able to identify whether the changes have resulted in an decreased or increased CTR.
4) Add extensions to your campaigns
Using site links in your campaigns can increase CTR by up to almost 30%. Yet very few accounts take advantage of the benefits advert extensions have to offer.
With the arrival of Enhanced Campaigns in 2013, advertisers have more control over advert extensions. Businesses with an offline presence should consider including their locations and call extensions in their advert copy to help customers find them and thus drive traffic to their store.
Advertisers should also make use of site links – which allow you to send visitors to a specific page. For instance, an advert for Samsung mobile phones could have site links linking directly to the different Samsung models. This would help users and customers find what they are looking for.
If you are an online business site with a Google Merchant Centre, make sure to make the most of the Product Extensions. This permits your advert to be shown with extras like that descriptions, images, and prices for relevant products.
5) Best Practice
Google outline best practices and advertising guidelines in their training materials. However, many of the accounts we review have failed to follow Google’s advice. By doing so, not only does their CTR suffer, but also their overall account performance.
In conclusion, below is a list of best practices that will help you make the most out of your advertising money:
- Make sure adverts are applicable and specific to the keywords you are targeting.
- Compare your advert with your rivals and make sure yours stands out.
- Capitalize the first letter of each word. It Definitely Makes Your Adverts More Eye Catching!
- Highlight your unique selling point (USP), so you can differentiate yourself from competition.
- Mention any promotions, such as discounts or free delivery.
- Use a strong call to action that relates to what you want the buyers to do: view, call, browse or buy.
- Insert keyword in the title, description and/or display URL. But, be careful not to stuff keywords. That should be avoided!
- If advert extensions are relevant to your product or service, use them.
- Finally, always remember to test frequently!
If you think you will benefit from our PPC service and are interested in a ‘Free Health Check’, then please contact us here. We look forward to hearing from you.