How to write a successful PPC Ad

How to write a successful PPC Ad
19 June 2012 | | Marketing, Search Engine Optimisation

Online marketing is one of the best ways to attract new patients, and whilst most practices outsource the design, hosting and SEO to specialist marketing firms – there are quite a few who decide to run PPC campaigns themselves. Being slightly biased I would thoroughly recommend letting a company run your PPC campaigns because they are actually complicated to setup and run properly, and if your PPC settings are not setup correctly then it can become very expensive and the traffic your website is receiving could be highly un-targeted!

In this blog I am going to go through a few aspects on what makes a successful PPC which can increase CTR, quality score and conversions.

There are five important PPC ad copy elements that will affect your prospects’ decision to take action and click through on your ad, and then once on your page to convert to a customer.

1. Perceived Value

Your potential visitor is looking for a “solution” to their dental issues. In fact, customers care about solving their problem, not necessarily using your dental service. You must convince them that you will solve those issues

Saving money is a huge perceived value. Everyone wants to save money by finding a cheap way to solve their problem (or even better, solve the problem free of cost!). Your ad copy should emphasize what problem you’ll be solving for the user. (20% off teeth whitening). Many people have issues with their teeth, you need to highlight the problems and what your services can do to sort them.

2. Risk

While your customers want to solve their problem, they also want to guard against the risk of wasting time and money. This is why “risk reversal” is such an important element of your ad copy.

To help users guard against risk, you must convince them of the value of clicking on your ad and not wasting time by getting suckered in to something that doesn’t work for them.

At every step of the way, you want to reduce the friction of taking the next step. Convince users of the value of clicking on your ad, and you will get more relevant visitors.

You also want to help users guard against wasting their money by emphasizing free or low cost entry points. A good example is “Free Consultation” which is one of the most established calls to action on dental PPC ads. For the user, there’s no risk to their money should they not want to go through with the treatment. Not only does this increase clicks, but it significantly increases conversions. You’re saying that “all I want to do is tell you what it will take to solve your problem.”

3. Credibility

Credibility is always at the top of your customers’ minds. Your customers want to guard against risk by choosing someone they know and trust. This is why branding is such an important investment for your business’s long term success. The best way to instill a sense of confidence and trust is by making users feel like they know you and like you.

For example, you may want to mention a trusted brand associated with your business, such as mentioning a prestigious award or your experience. (This sort of credibility builder is one of the most successful tactics in various scenarios. For example, saying someone is a “Dental Implant specialist…” or “25 years experience” is a great way to gain instant credibility.

4. Call To Action

Your ad and landing page is your ultimate salesperson. So your ad and your landing page better have a compelling call to action that is quick to the point.

Your prospects don’t have much time, need quick answers and are clicking to new pages every few seconds. So you have to get to the point before they look elsewhere.

Often times, it’s as simple as asking someone to take action right away. So don’t be shy; shy salespeople don’t close the deal! However, make sure you are professional.

Don’t be too pushy. (Don’t use ALL CAPS LIKE THIS BECAUSE IT’S OBNOXIOUS!) Provide enough value to close the deal without being the used car salesman. Often, this is something as simple as “Call Now”, or “Visit our site today” in your ad copy.

On the landing page, many people make the mistake of putting as much information on the page as possible. Your goal is to make the value proposition clear and simple, and tell the customer what to do by making the “Call now” button standout and clear as well as a prominent phone number and contact form.

5. Qualifiers

Often times, you will be bidding on keywords that are a bit broad. Some of the people searching are your target market, and others aren’t.

Additionally, you might be positioned to take only a small portion of your market. For example, you may be focusing on providing lower prices (competing on cost), or on better service (competing on value), or on a specific sub-segment of the market (e.g., children college students or higher net worth individuals)..

By using language that resonates with your target audience, you will simultaneously stop wasting money on clicks from people who won’t convert, while increasing the ad’s relevance in the eyes of your true target audience. By putting in a qualifier, you spend less and make more, so don’t be afraid to get specific!

Summary

Once you optimise for these five elements, you will be amazed at the clarity of your PPC ads. In turn, this will help you optimize the messaging on your landing page, as well as your other marketing channels. Your ad copy will lay the foundation for a marketing strategy that helps you better connect with your audience and ultimately help your practice get more enquiries.

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