Pay Per Click advertising is easy to start with, but proper PPC management is an incredibly elaborate task that takes skill. To create the best possible client experience, the marketer in charge of PPC ads must have complete understanding of their target audience as well as best marketing practices. Additionally, if you wish paid search to pay off for you, you have to transform your website into a lean sales funnel with a well-defined target audience in mind.
All of this takes a considerable amount of effort and time. Here’s what you need to do in ensuring your PPC ads optimize for best client experience:
Keep the Needs and Wants of Your Customers In Mind
Do you use an adblocker when browsing the internet?
If the answer is yes, then you already understand how and why the customer perception of PPC ads (and ads in general) is changing. Nobody wants the spamming with irrelevant ads that offer no real value and answer no pressing need. To ensure the best possible customer experience; your ads have to be:
- Relevant;
- Well-targeted;
- Emotionally appealing;
- Offering precisely the kind of value customers need.
Making them so is the primary challenge of Pay Per Click advertising, but it’s possible to do it.
Best Practices of PPC Management
PPC ads must tick all the necessary boxes. There are three areas you need to work on to ensure this – ad targeting, ad copy, and landing pages. Other efforts, such as making sure that your website experience and lead generation is right, will help improve the overall impression of your customers. However, they aren’t as crucial as ensuring that you’re talking to the right people and offering them exactly what they need at the time.
There’s a multitude of targeting options that you can take advantage of, so it’s a good idea to study your most prominent buyer personas. Once you know who you’re targeting and what their pain points are, it will be much easier to craft ad copy that will pull their emotional strings and make them forget about their impressions that ads aren’t there to serve them.
Your goal is to create an ad that does serve them by using universal emotions where audiences respond. By speaking to their needs, you’ll achieve much better sales results. The final important piece of the puzzle is the landing page where the ad takes them. It’s the tool that converts prospects into customers, and as such you must optimize it to repeat the same offer compellingly.
Pay Per Click advertising requires expertise if you want to achieve the best results. However, PPC management is a process of trial and error, and optimizing it to improve customer experience can take months without an expert by your side.
If you want to see results faster, don’t hesitate to contact me. We can discuss how we could speed up the process, and I’ll be happy to help in any way I can.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.