PPC advertising is a great and quick way to boost your business marketing, but if it’s not done correctly, your investment may fall flat. Think of PPC in the same way that you think of building a website. First, you build content and a setting on which it can be displayed, and then you craft a headline which is reflective of the nature of your business, and is intriguing to consumers. The headline of a PPC ad can make or break its success, and has a great influence on whether or not consumers are going to click through to your website, or simply ignore the ad and look elsewhere. Simply put, the headline needs to call them in, and keep them on your website.
So how exactly do you think of a headline that will do all that, while staying relevant, concise, and expressive? Well, let’s look at some tips that will help you craft the right headline.
For starters, your headline should include some of the keywords that are in the ad content and that are on your landing page. There’s nothing worse than a vague headline, because it tells the consumer absolutely nothing about what products and services you’re offering. However, don’t try to shove too many keywords in there either, as this may appear messy, and can be confusing to consumers.
When picking out which keywords to use, think of what’s trending in your industry right now. For example, if you’re in the mobile phone business, try putting in brand and app keywords that are popular right now. To see what’s trending, you can head over to Facebook and Twitter, which have dedicated platforms for trending words and phrases. These are excellent places to start, as they show you what your audience wants right now. Make sure not to overuse the same words, if not only for the sake of originality, but at least to have some variety in the ads that you display. It’s also a good choice to phrase your ad as a question, as this will make users want to be engaged. Curiosity pushes consumers into further research, and that’s exactly the effect that you’re trying to have.
You can also give the ad an emotional edge, as this will also prompt engagement. Emotional words are also more powerful, because consumers can directly relate to emotion. Appealing to the consumer’s emotion will achieve this same response, giving your ad a personal touch.
It’s also important not to make any false claims in your ad. The worst thing that you can do is to mislead a consumer, leading them to your website by promising them something which you can’t offer. Whatever promises that you have in the advertisement itself should be reflected on your landing page, backed up by accurate information, customer reviews (if they’re available), and verifiable data. If a consumer can disprove a claim on your website, you may find yourself in an uncomfortable position.
Being unclear about what exactly you’re offering can also be interpreted as a false claim, seeing as it’s your job to craft an accurate headline, and not the consumer’s job to interpret it. The header should be crafted first, with specific keywords inserted into it to make it relevant. Being clear about your offerings will lead consumers to trust you, making the sale that much easier.
An easy way to heave headlines built for you, is to use dynamic keyword insertion. This feature changes the header of your ad to adapt to the user’s search query. This allows you to advertise in many different situations, and to base it off what the consumer wants. However, be wary of overusing this. Dynamic headline may often appear awkward and grammatically incorrect, as it can completely change the meaning of the headline. Rather than falling back on these shortcuts, you’re better off building your own, genuine headlines, and crafting them towards certain keywords.
If you’re going to take away anything from this ad, it’s that your headline should be crafted with the consumer in mind. A PPC campaign is not just a way of advertising your products, rather it’s a way to connect with the consumer as quickly as possible, directly from the search listings. By considering what the consumer will want, you can show them exactly what they’re looking for, and ensure the success of your campaign in the process.
Remember: Think of the target audience, craft relevant content, ad copy, and headlines, and make sure that you’re showing the consumer exactly what they want to see. It’s that simple.
Give us a call today to see how the Rush Ventures can help you!