What's PPC advertising?
PPC stands for pay per click.
And it means what it says.
You pay when someone clicks on your digital advert that directs them to your website or landing page.
It’s an internet advertising model usually associated with search engines like Google or social media platforms like Facebook.
Let’s say you’re searching for something on Google.
“The best dog food for my labrador puppy.”
The first few results usually have ‘Ads’ next to them.
Those are PPC adverts.
How to improve PPC performance
Over the years, PPC ads have been a promising online advertising solution for businesses.
93% of Americans use the Internet to find businesses they’re looking for.
You best do it right if you’re using PPC ads to market your products and services.
However, many business owners are scratching their heads, wondering why their PPC adverts have not converted.
Let's go through 4 methods that help your PPC performance, so that leads click on your ad link that took blood, sweat & tears to create.
Choose the right platform
Choosing which platform to start PPC adverts?
It’s essential to research where your audience is hanging out.
Here’s how some of the platforms work:
Facebook advertising is wildly powerful if used the right way.
You can get your sponsored advert in front of a Facebook audience hand-picked by you, and all you have to do is click some buttons on the back end of the Facebook business suite. In fact, Facebook is continuously working hard to make the advertising process more accessible for anyone to navigate.
You can choose the advert's objective, budget, and format, and you’re good to go.
There’s a learning curve, but once you master Facebook advertising, you’ll have a compelling way to expose your brand.
Facebook will put your advert in front of the right audience, and you’ll pay every time someone clicks on it.
Google is all about real estate.
If you pay for PPC adverts on Google and someone searches a keyword in your advert, you’ll appear at the top as a sponsored advert.
It’s the same as SEO, but instead of spending a lot of time trying to rank on Google organically, you cut corners and pay to come up on the first page.
(Read this article to help you start understanding SEO a bit better.)
Remember, people are lazy on Google. They rarely move to Google's 2nd or 3rd page unless they’re looking for something on a deeper level. PPC adverts make it effortless for the lead to find your products and services because it lands at the top of page 1 on Google. The Hottest digital real estate to date.
These PPC campaigns allow you to set your ad budget and customize your audience.
Google then charges you each time this search result is clicked.
Experiment with new ad copy
It all comes down to persuasion and conversion. And you only have a few words to get a lead to take action.
This is one of the most essential parts of your PPC advert. If the copy is not convincing, you won't capture your lead's attention searching for something in your niche.
You first need to find out how many words (or characters) you must work with for your advert.
Knowing this will help you write better copy.
If you’re busy creating a Google PPC advert, you need to know how many characters you can write before the words get cut off.
Repeat after me…
You don't want to write too much, so the words get cut off.
These character requirements change all the time, so make sure you do your homework.
However, currently, in 2022, the ideal character count for a PPC advert on Google is:
- 30 characters for your headline (4-8 words). You can create 3 headlines if needed.
- 90 characters for your description (12-23 words). You can create 3 headlines if needed.
Just make sure you’re experimenting with your copy and testing adverts against each other with different copy to see which adverts are converting better. If you do this, you’ll be able to fine-tune your copy and find the best wording that speaks to your leads.
Track the performance
What is PPC tracking?
It collects data on the performance of your PPC advert.
It helps you figure out where you’re going wrong or right.
Before you start tracking, you need to figure out what a successful ad may look like.
You need to figure out your ad's objective to answer these questions.
- Do you want more sales conversions?
- Is it a better brand identity
- Maybe collecting emails for email marketing
- Downloading a freebie
Once you figure out the objective of the advert, you can look at the data to see if the advert performed well or not.
The best tools to use are Google Analytics and Facebook Pixel. It takes a bit of time to understand how to utilize these tracking tools, but once you have done the groundwork, they are instrumental.
When you’re paying for adverts, it’s imperative to understand if they’re working or not. Otherwise, you throwing money down the durian.
Your adverts should create a return on investment, and Ideally, 3 times the amount you invested in the actual adverts.
You need to track your ads properly to get a sensible ROI. It will help you service your audience by creating information specifically for them.
Above all, when you track ads, you will have more conversions, which will spur the growth of your business.
Get a high-converting landing page for your bookings
PPC adverts are game-changing if created correctly.
But that's not the end of the road. When a lead clicks on your advert, ensure you have a high-quality landing page that converts your lead further to book and pay for your products or services.
If you’re a booking-based business looking for a highly optimized landing page, check out this 14-day free trial.
It’s an easy, more powerful way to get booked.