5 Tips to Writing Effective Ad Copy for PPC is available on: Canada West Internet Marketing Creating the perfect ads for your PPC campaigns requires plenty of thought in order to be written effectively. They require a mixture of not just having a way with words, but also techniques of leveraging data and information you have about your target audience. To help you write effective ad copy for PPC, here are 5 quick tips that you can use to revamp your campaigns: 1. Incite Action by Tapping into EmotionsEmotional response is an important aspect of ads because triggered feelings can be answered with your product or service. Emotional triggers would apply to PPC ad copy much like in traditional marketing. These include fear, guilt, trust, value, belonging, competition, instant gratification, leadership, trendsetting and time. You want the audience to connect to your ad message with their feelings and to take action on those feelings. Depending on your line of business, it is a good idea to try and explore ad copy that is not solely sales-oriented. Experiment with ad copy that makes the audience question their problem which your business has the solution to. For example, you could test out negative ad copy such as ‘Unhappy with your Skillset?’ which could then lead to a landing page for a training provider website. You could also play around with positive ad copy such as ‘Want to Acquire the Best Skillset?’. In addition to understanding your audience’s emotions, you need to address user intent. Cater your ad copy to the goal of each type of visitor - what stage of the customer buying cycle they’re at and what is most relevant to their problem. Throw in relevant and vivid words to grasp their attention and incite action. If an ad isn’t relevant, your ad impressions aren’t going to turn into clicks. It’s not just for search ads that you’ll need a strong call-to-action - for display ads they require an even stronger focus. You’ll want to go for ad text that hits them close to home and then back it up with a strong call-to-action such as ‘Learn More’. A case study by Jeff Allen from PPC Hero found that ‘Learn More’ as a call-to-action amongst ‘Become A’, ‘Apply’ and ‘Sign Up’ had the highest conversion rate, while call-to-actions containing ‘Apply’ had the highest CTR of that group. Regardless of these findings, ad testing should still always be performed to find the one that works best with your audience. 2. Gain their TrustA key barrier of clicks on your ad is buyer friction. The audience may be anxious at whatever stage of the customer buying cycle they are at, so it is important to reduce buyer friction through focusing on the benefits available. For example, you can make use of review extensions, callout extensions and headings or descriptions to show benefits such as ‘free shipping’, ‘3 day delivery’, ‘30 day guarantee’, etc. which will help put their mind at ease and emphasize your outstanding customer service. 3. Provide IncentivesOther than solving the audience’s problem and addressing user intent, why else should the audience click on the ad and go to your site? Providing additional incentives is a great way to draw in visitors and entice them to go ahead with their actions. If you mention sales, offers, promotions and exclusives, this can provide an advantage in raking in people who are simply looking for a product or service with price as an important factor. For this reason, ad copy should be up-to-date and reflect current sales situations. 4. Implement Ad CustomizersAppeal to customers by implementing ad customizers to personalize your ads. This feature is one which every PPC agency needs to know how to utilize, especially when they have the supporting data to leverage for more clicks. You can create a sense of urgency by including a countdown customizer such as ‘X Days Left!’ to entice the audience to click your ad. It also serves as a reminder because they may remember it and come back the following day if they’ve bounced from your site. Mobile ad customizers can also be implemented to cater more towards mobile users. For example, you can use a customizer that changes part of the ad copy to include a link to your mobile phone application which is more applicable than if it were being included on ads targeted for desktop users. Location ad customizers are extremely useful when it comes to searches where the audience does not enter a location for the service or product they are seeking. For example, someone might type in ‘ice cream delivery’ and if you have a location ad customizer set up, you can have the ad copy be dynamic by matching it to the location from which the person is searching from on their mobile. For example, the ad copy could be customized to ‘Ice Cream Delivery - Sydney’. 5. One-Up Your Competitor AdsWhy are your competitors possibly receiving more clicks to their site than yours? from http://ww1.canadawestinternetmarketing.com/?p=2931
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The article An Essential Pocket Guide for White Hat Backlinking was first published on: http://ww1.canadawestinternetmarketing.com/ If you have invested heavily in your online business, it is obvious that you are looking for any idea that can help boost your ranking. Times have changed in internet marketing, and new strategies in marketing are emerging. The search engine optimization (SEO) landscape keeps changing and even the old SEO techniques are being remodelled to keep up with the times. One of the most effective SEO tools so far has been link building, and while the debate continues about the best application of backlinks, there is no denying this is a must-have in your SEO campaign. If you are finding it hard to reach your target audience, it is time to rethink your link building approach in line with ongoing algorithm updates. This is the only way to remain relevant in this viciously competitive marketplace. Why SEO Matters for your BusinessWhy should you bother about SEO in your marketing campaign? For a start, you must consider that there are more than 3.7 billion internet users according to the International Telecommunications Union (ITU). A recent Pew Research Study says 8 in 10 Americans are online with 15% of Americans shopping online on a weekly basis. 51% of people in the U.S prefer to shop online, and when these numbers are considered in combination, it becomes obvious that the internet market has limitless opportunities. However, there is a catch; a good looking website alone does not suffice when it comes to online marketing. In spite of how fantastic your website looks, you will never achieve your marketing goals if you are not investing in techniques to boost your SEO efforts. With search remaining the #1 driver of traffic to content websites, it goes without saying that SEO should be at the core of your overall marketing strategy. How Backlinks Link to Your SEO CampaignYour online business can grow tremendously, but this will only happen if you are ready to adapt your marketing strategy to suit emerging demands. In line with the ongoing Google algorithm updates including Google Penguin among others, you need to tweak your backlink practices. There is no denying the link between backlinks and high ranking on search engine result pages (SERPs). In fact, a study by Moz shows the direct relationship between quality backlinks and high ranking on Google results. The study seeks to answer the question whether any site can rank highly without backlinks and the answer is simple; for you to rank highly on SERPs, you need quality backlinks. 90% of all the top results had at least one external link pointing to the website. In summary, quality backlinks are advantageous to your online business through:
The power of link building cannot be underestimated, and this ultimate hat guide for backlinking is intended to help you harness this powerful SEO tool. Here are some of the key factors that will guide your link building campaign: Understanding What High-Quality Links AreBefore commencing the link building campaign, you have to understand link anatomy. You have to appreciate that not all links are equal and this is, in fact, the reason there is so much debate about link building. At the basic level, a link is a vote for your website, but you must consider who is giving that vote. This is where the quality of a link comes in. The facts to remember are:
Strategies in Link BuildingYour link building process is divided into:
These are the broad steps you will undertake in the link building process. To get the best out of your backlinking campaign, you can use among other techniques link magnets or ego baits, interviews, link reclamation/broken link building, checking what is trending and write targeted content for press releases, guest blogging, using images, content repurposing and syndication, directories, blog, forum, and community participation among others. There are different automation tools that can help you in link building including those for competitor and link research (Ahrefs, Majestic and OSE from Moz), for content research (Buzzsumo and Ahrefs Content Explorer) for web monitoring (Google Alerts and Mention) and for outreach (Buzzstream, Ninja Outreach, Yesware and Mailshake). In conclusion, link building remains one of the most important cogs in any successful SEO campaign. It is a powerful technique to boost flow of traffic, increase conversion rates, build brand recognition and much more. With these simple techniques, you can now build links without risking penalties from Google. from http://ww1.canadawestinternetmarketing.com/?p=2922 You've probably heard of link building, but have you spent time and energy on building a plan?
By Chirag Kulkarni from Entrepreneur.com You’ve probably heard of link building, but you might not know what it really is or how to do it effectively. Sure, you can go ahead and hire a digital marketing agency, but unless you know the ins and outs, you won't be successful. What if they use PBNs? What if they have a bad linking strategy? What if they waste all your budget and don't deliver any results? It's important to understand link building practices and how Google can change your website -- especially with Google's recent updates. While working with clients through my agency, Taco, I come across a few common mistakes website owners make as they build links. And even though there are fantastic guides talking about link building, I see these mistakes over and over again. Here are six link building strategies that hurt your SEO efforts and how to fix them. 1. Building links to home page links It seems logical to send all of your SEO power to your homepage because that's where you want everyone to start. But, it's wrong. In fact, it's probably one of the biggest SEO myths. The homepage shouldn't be used for your top phrases. I know you're asking right now, "But then how do I target the key phrases I want to rank for?" You should build out content-rich subpages in your site to target those phrases, then build backlinks to those pages. By following this method, you will have links going to many pages on your site, not just your home page. This is a much more natural way to build links to your website. 2. Too much keyword anchor text As I mentioned in the previous section, your homepage is not the place to target all of your important key phrases. Use it instead for building the brand and creating trust with the search engines. So, when you are building links to your home page, the majority of the anchors should come from your brand or some form of your URL. Most SEO strategies want to build links that have their important phrases as the anchor, but according to the research done by SEOJet, only 3 percent of your links should have an exact match as an anchor text. This principle of building branded links also applies to subpages, if you want your link profile to look really natural, you need to have some anchor texts that have no key phrase at all, some links with the URL as the anchor, and some with your brand as the anchor. This is how other website owners would link to you naturally. It is unreasonable to think that anyone who ever linked to you because they loved your site would use your main key phrase as the anchor. So, you can't do it either. 3. Not enough nofollow links There is a misconception about nofollow links and whether or not you should get any as you build links for your site. If you look at it from a real-world perspective, the nofollow attribute was created so we as website owners could let Google know that certain links were advertisements and they shouldn't be counted in the SEO algorithm. In other words, Google expects that real businesses will have nofollow links because real businesses advertise. So, how do you expect Google to recognize you as a real business if you aren't getting any nofollow links through advertising? This is further supported by the fact that on average over 30 percent of links pointing to top-ranked websites are nofollow links. It is good to get nofollow links. 4. Not enough high-content pages If you want people to link to your website naturally, then you should create amazing content ever written so people will link to it. In fact, in order to build a lot of links to a page, you need good, in-depth content. If you're not doing that then getting a lot of links pointing to a page of yours will not look natural. Google would never believe that a post with 500 words would naturally get 100 links pointing to it. But, the ultimate guide on a certain topic with 5000+ words could bring in hundreds of links naturally. That is where you need to focus your content marketing efforts. 5. Bad blogger outreach practices One of the best ways to get links from high-authority websites is to write a guest blog post for them. There are a ton of blogs that will accept your guest post, but the reality is most guest posts never get approved. This happens for two reasons. Your pitch email is a template that could apply to any blog in the world or your writing isn't good enough. When you pitch a potential blog, don't think of it as a one-time thing but as if you are building a relationship with a colleague. Reach out to your new business colleague and talk to them about their site and their needs. Then pitch your guest article that helps solve those needs. After that, make sure you write an amazing article. If writing isn't your greatest talent, then find someone who is a stellar writer and get them to help you. If you are looking for a good outreach email to copy, check out this one in SEMRush. 6. No link building plan This is the most common mistake almost all marketers make. They think that if they create amazing content, either people will naturally link to you (good luck with that to anyone who doesn't already have a following) or you just need to go build links to that page and it will rank. That is a vague SEO strategy. You might as well say, "Just go do stuff and you will rank." For some reason, people don't treat links as they should -- like money. Links are money. Links help you get on page one of Google search results. Page one equals money. With your own personal money, you create a budget (read: plan) and then tell your money what to do. So, if you treat links like money, then you will have a plan in place and can tell your links what to do. You will plan out which anchor texts you need to get and how many so that you can keep a natural link profile. Using this SEO tactic, you will be able to get better SEO results with fewer links. You would be surprised how much of an impact these things can have on your rankings, so give yourself a leg up on your competition by fixing these link building miscues. |
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