Need some inspiration on how to write better ad copy for your Pay Per Click campaigns? Robert Brady of Clix Marketing outlines 3 rules to get you started, whether you’re new to writing ad copy or want to optimize what you already have: 3 Rules to Write Better Ad Copy
SEO and PPC both have the same desired outcome, they both drive traffic and increase leads or sales for a company or individual’s website. It’s just the money, time and return of investment that clients worry about.
Search engine optimization takes time and skill from experts to get top search engine rankings for related keywords. The results of SEO can lead to greater authority, long-term, top rankings on search engines, with steady traffic. However, SEO is an art with no guarantee, and a return of investment that happens organically, over time.
With pay per click, clients can buy their way to top search engines through advertisements like Google Adwords. It is quick to setup, guarantees top search engine rankings and fast results. However, staying at the top can cost a lot of money by paying for every click.
In “SEO vs. PPC: When Should You Invest In Each?” published in Business to Community by Jayson DeMers, he said, “It’s natural for us to seek and adapt a system that offers greater returns for lesser inputs (money spent, time invested, resources employed, etc.). If your goal is simply ‘get listed on Google for specific keywords in order to generate traffic,’ PPC wins as the most optimal solution, at least in the short term. People who run websites that aren’t intended to sell directly (or where revenue isn’t directly related to quantity of traffic) are much less likely to find PPC to be a viable option for their search marketing. In this case, only SEO can do the trick.”
PPC campaigns can work wonders for ecommerce websites that are looking to sell products directly and quickly, while SEO can give websites great authority and lead to a much higher return of investment than PPC over time.
“If you’re not running an ecommerce website (or if your intention is not just selling something but building authority over the long haul), don’t waste your time debating SEO and PPC. Your strategy has to be SEO, hands down,” Meyers said.
And we agree with Meyers. Overall, return of investment will go far with search engine optimization and give your website the authority it needs to succeed online. Back up your search engine optimization efforts with pay per click campaigns to sell more products if you are an ecommerce website.
Either way, web marketing initiatives should be customized for your company, its website and the type of business you do. Mission Web Marketing and a team of SEO and PPC experts are here to help customize your marketing initiatives for your online success.
If you have questions or need help with your web marketing initiatives to generate more traffic and sales, contact Mission Web Marketing today and schedule your 100% free consultation at 800.260.6406.
I have been reading Steve Jobs Biography by Walter Isaacson, in which Isaacson describes some of Steve Jobs philosophies for designing Apple products. Here are five of these design principles, which can be applied to pay per click (PPC) marketing campaigns.
1. Marriage of art and science.
According to Steve Jobs a good product is a marriage of art and science. He designed Apple products with this philosophy in mind. PPC campaigns are best examples of this marriage. You need eye catching creatives and visually appealing banner ads to attract the searchers attention. You also need analytical skills to analyze large amounts of data, understand statistical significance when testing ads and work on automating ppc management tasks using excel or other software. You need to effectively manage the art and the science of these campaigns to make them profitable.
2. Trust your Intuition
Steve Jobs trusted his instincts and went beyond the usual focus groups and known knowledge to create breakthrough products like the Ipad and the Iphone. In PPC as well, sometimes we have to trust our instincts and go against the best practices while creating ads and choosing keywords. Here is a fun example I found on the web which illustrates this point http://blog.ads.pof.com/2012/04/03/throw-everything-you-know-about-ads-out-the-window-pics-inside/ . As it so happens, we are fortunate that in PPC we can test these intuitions at a minimal cost since we can set our own budgets and time durations for campaign experiments.
3. Simplicity of Design
Focus on creating simple campaigns and web pages. Keep your PPC campaign simple so that it can be manageable. Follow logical campaign creation process such as brand/nonbrand campaigns, geographically targeted campaigns etc. Don’t create too many campaigns or adgroups to begin with but test the waters and expand as needed. Only use advanced features like keyword level urls or dynamic ads when needed since it is very easy to forget these settings and make mistakes such as taking people to wrong landing pages and displaying ads with misspellings.
4. Focus on Usability
Don’t sacrifice usability for beautiful design when creating ads and home pages. Create uncluttered web pages with readable fonts. Landing pages should be user friendly and easy to navigate. Have clear call to actions on landing pages and ad copy so the user knows what to do. Keep forms simple and to the point. Focusing on usability helps with conversions and creates profitable PPC campaigns.
5. Design under the Hood should be perfect.
According to Steve Jobs even the parts of the product which are not visible to the outside world should be perfect. Just because the PPC campaign is not visible to the world it does not have to be of lower quality than your creatives and websites. Create logical campaign structure. Save time by creating modular campaigns and adgroups so they can be easily duplicated if you need to add another product or geographical area. Create good documentation for best practices and change management, so your team has a standardized way for managing campaigns. Make sure that the websites are coded properly so they load faster and create a better user experience.
We know that properly designed PPC campaigns and web pages have lower cost per clicks and higher conversions. By applying these five design principles to PPC campaigns we can create campaigns which are more profitable than ever and are easier to maintain and expand!