Segment Your Audience
Want to get into the PPC game (or kick it up)? Your first steps should be breaking your audience into segments. The reason for this is that potential customers come in many shapes and sizes. If your business is a directory for finding the best yoga instructors, for example, two segments you’ll definitely want to identify are yoga instructors who want to be listed on your site and people looking for yoga instructors. Each group will respond to different ad copy.
Other segments to consider are:
- Return visitors versus people who have never been to your site. These users are at different stages of the sales funnel, so it may take different messaging to move them toward a purchase.
- Mobile users versus desktop users. Mobile users are more likely to want a quick answer to their inquiry, to get quick directions to your store, or to find out your store hours. Information may also be displayed differently on mobile devices, so cut to the chase more quickly for these users.
Writing PPC Copy
Now that you know who you’re talking to and what kind of copy will most appeal to them, it’s time to start writing. Packing enough information to inspire a click in the few words allotted to your ad can be challenging, so let’s take a look at how you can get the most out of each one.
Headlines
The most important part of your ad is the headline, since it will be the largest and grab the most attention. Keep it short and simple, but include these two elements:
- Keywords that you’re targeting so the user knows your link is relevant to their search.
- A call to action, such as “shop,” “learn,” “get,” etc. Sometimes all it takes is a quick instruction to push a user into click territory.
Descriptions
Below your headline, your ad will display a description. You’ll be allotted more words here, but you still need to make them all count. Your description is the place where you give more details about how clicking your link will satisfy what is promised in the headline. If your headline says, “Find the best yoga instructors in San Diego,” your description might talk about how your directory offers quick and easy ways to search thousands of instructors. Once again, include the targeted keyword.
Extensions
Extensions for our hypothetical yoga directory might include:
- Site links, such as “Search instructors by location,” and “Search instructors by style”
- Callouts, such as “Instructor reviews,” and “Attend your first class today”
- Structured snippets, such as “Vinyasa,” and “Bikram”
Once again, include the targeted keyword when it makes sense to do so.
Need help maximizing your PPC campaign? cThru Media is here to help. Contact us today to get started!
