7 essentials for creating pay-per-click campaign copy that get results

Blog, Digital marketing strategy

Pay-per-click ad copy is an art form rendered in miniature. It’s a challenge to be so succinct in wording and yet to manage to capture a client’s unique value proposition, key selling point and the value to the customer. Although PPC ads can be powerful when you follow these simple steps for success.

7 essentials for creating pay-per-click campaign copy that get results
Are you standing out with your pay per click campaigns to reach your target audience around the globe?

1. Value: Why is your offer relevant and valuable to your audience?

How is it valuable to the audience in a broader sense. i.e. ”Reinvent yourself this new year with Reebok”

2. Offer – What exactly are you presenting to your audience?

What are you selling? Fewer calories, recycled plastic, 40% off on all now. How does the offer set itself apart from the competition? This is essential to consider in your PPC campaign. Your offer needs to be meaningful, valuable, targeted and specific to the audience’s needs.

3. Proposition – What are you asking your audience to do?

The simple action of asking people to do something can be all that’s needed to prompt the potential buyer. Although this is the other side of the coin for providing an offer. You can’t ask people to perform an action, without also providing a valuable and meaningful offer.

  • i.e. call to action. ”Free Delivery This Week Only”
  • ”Order now”
  • ”Lowest price guaranteed – buy now!”
7 essentials for creating pay-per-click campaign copy that get results
What planning have you done so far on your PPC campaigns? Are you asking your audience the right questions?

4. Speak directly to a pain point

  • Nobody visiting your site? Call us
  • Need a new body for summer? Call us
  • Drowning in tax paperwork? Call us
  • Gas bill hit the roof? Call us

5. Create a sense of urgency

A two for one deal on a massage or facial offer that ends in 24 hours will have more sticking power than a run-of-the-mill offer with no urgency attached to it. Limited time offers get results because they offer better value for money to customers.

7 essentials for creating pay-per-click campaign copy that get results
By creating a sense of urgency, or a limited time offer, you are helping to generate demand.

6. Qualify your leads

It’s no good trying to sell  car tyres to people with no cars, or conversely tampons to teenage boys or woman aged over 70. Ensure that your copy along with your Adwords campaign is reflecting the target audience you are seeking to capture, for that particular targeted campaign. This is also important so that you’re not making false promises with your PPC ad copy that isn’t being delivered on your campaign landing page/squeeze page. when you tweak your PPC copy to be better then you will find that the abandonment rate on the landing page (how many people click through and then click away without taking action) will decrease.

For example: Super cheap insurance for the students; Save on heating this winter in Sydney.

7 essentials for creating pay-per-click campaign copy that get results
Ensure that you are targeting the right audience and their needs to pre-qualify them in the PPC ads

7. Gamble – be quirky, irreverant and different

A simple memory hack is that people remember weird and quirky over ordinary and run-of-the-mill when it comes to marketing. Try and marry quirky, witty and slightly off the wall elements into your PPC campaign and you will find that these work, so long as the reference isn’t too obscure for people to understand. When in doubt, get several other people to give their opinion.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

How to Judge When to Use Long or Short Copy

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How do you know when you’ve raved on for too long about a product or service? It just depends on what you’re trying to achieve and the audience. Here’s the only guide you’ll ever need for when to tone it down, and where more elaboration is needed.

The Litmus Test for Long or Short Copy

The product

A good rule of thumb to follow is the more complex, luxurious, technical or unknown the product is – the longer you need to make the copy. After all, what sort of information would you need to know, if you were going to part with a lot of money, for something you didn’t understand or have never heard of?

The purpose

What do you need to do with the copy?  If want to explain the benefits of a simple and well-known product, only a couple of sentences will suffice. If you’re wanting to compare your product to the competition and state why yours is superior – more words will be required.

How to Judge When to Use Long or Short Copy
Think of the end-goal for the copy, and work backwards from there

The Rules of Headlines

The rules are as bendy and flexible as Playdoe. When it comes to headlines, the more creative, pun-tastic and playful they are – the better. The 100 Greatest Advertisements by Julian Lewis Watkins is a classic study of the metrics are required for writing. Watkins believed that headlines are best abbreviated to eight words or less.  Although in recent years, this theory has been challenged.

UX guru Jakob Neilsen conducted a study about how readers’ eyes travel across webpages. This demonstrated that readers scan webpages in an F pattern. So the top of the page including the headline is crucial. As well as the first sub-heading, and any points of interest while scrolling down the page, including pull quotes and images.

How to Judge When to Use Long or Short Copy
Sometimes what you think will work in copy just isn’t the case…and you need to go weirder…much weirder.

What we can take from this is that headlines are the primary pulling point for most readers. So it’s important to have rapid-fire, intriguing headlines. The eight words or less maxim may not apply. For some in-depth advice on creating effective headlines, check out Ten ways to write killer headlines.

When Less is More

How to Judge When to Use Long or Short Copy
Sassy is a good word to describe going OTT or a bit extra on copy…sometimes this is needed.

Well-Known Everyday Items

Convenience products like groceries or chain restaurants offerings don’t need lengthy descriptions or much persuasion to sell. The same goes for well-known brand name products. Such as over-the-counter medicines,    Keep the copy nice and short and it will be enough to get a sales conversion.

Let the Picture (or multimedia) tell the story

Imagine that you’re selling home décor or conversely – a debut single for a band. Less copy is necessary and instead there’s a need for either audio or visual input on the product page. Think of the functionality or suitability of the item, does this need to be explained? If it doesn’t then don’t bother!

How to Judge When to Use Long or Short Copy
Sometimes words can be cheap and an illustration or a photo can tell the story better…embrace those opportunities.

Tried and Tested products

This is the cousin to every-day budget items. Tried and tested products that work the way people expect them to work, don’t require much selling or additional words. Instead what they do require is a compelling and competitive price point, because well-known items are more likely to prompt people to shop around for the best price.

When More is More

Big Ticket Luxury Items

People will need more of a reason to part with large sums of money for big ticket items. There needs to be comprehensive selling points that work in association with strong branding imagery and advertising.

Products That Require a ‘Try Before You Buy’ Principle

 This includes cosmetics, skin care, shoes, clothes, hats, sunglasses, perfume and so on.

Untested items

Any items that haven’t been tried and tested on the market before, or that are unfamiliar to the chosen audience, deserve a much longer and in-depth write up, about the benefits over existing products.

Specialty or Bespoke items

These are the items that people never knew that they needed or wanted until it came along. They fulfill a need and make life easier in some way. However they need to be explained. The same goes for customised or bespoke items. These need to be explained because they have many unique variables and are costed higher than other products.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Given that around 2.35 billion people will be using social media after 2020, it no longer makes any sense for businesses to ignore the importance of social media. No matter what part of the social media journey you're on, just starting out or a veteran – there's always room for improvement. With that in mind, here's ten ways to ramp up your social media presence.

Nine tips for localising your digital marketing and content marketing efforts

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In a crowded online landscape, some SME and mid-sized organisations get lost in Google rankings.   No longer can organisations sit by idly on the internet and wait to be noticed like a coy teenager at the school dance. When it comes to targeting localised target audiences using content and digital strategy, there are nine key strategic maneuvers to make in order to outdo the competition.

1. Create a geo-location strategy

Nine tips for localising your digital marketing and content marketing efforts
1. Create a geo-location strategy

According to eConsultancy, in the second quarter of 2019, consumers downloaded more than 30.3 billion mobile apps globally. This generated 22.5bn for Google Play and a 10% increase year on year profit. Although consumers spend up to 80% more on apps for iOS compared to Android.

Make a plan that includes relevant and popular search queries and keywords and that’s mobile-first, optimised for mobile ecommerce and localised. When analysing keywords, it’s important to make sure that they are relevant to your organisation and its services or products.

Also, identify if there are long tail keywords that include the particular region or state that you live in, and not just the city.

2. Talk about your area in the blog

It’s not just about using SEO tactics. Humans have to read your blog too. So use SEO best practices for geo-location and make reference to local areas in the posts.

To capture a local audience – speak their language. This can include references to local events, local celebrities or local issues of the day (only if this is relevant to the topic). You could even take it to the next level and use colloquial terms that will resonate with this local audience, and signal that you’re from this particular area, in a genuine way.

3. Have an active presence in the real world

Nine tips for localising your digital marketing and content marketing efforts
3. Have an active presence in the real world

We’re not talking about the online community, we mean the real world. Businesses should be concerned about the local community. The smartest PR move that businesses can make, is to tie their products or services to the activities of a local community charity, in a tangible and meaningful way.

For example yoga schools could offer a local mental health association a discount, for those affected by mental illness to join yoga classes. If you run an auto repair shop, then invest in supporting a local ‘drive safe’ campaign for teenagers.

This has many positive benefits, including increasing online and offline brand awareness, business contacts, and creating a positive impression of the brand in the local community.

4. Showcase local events on your site

Another easy way to get some local traffic to your site, is to showcase local events in your blog. This is a clever way to tie in products or services that businesses offer, with the activities of the local community. It can drive a lot of traffic to the site. Keep posts informative, entertaining and light-hearted and don’t go for the hard-sell.

Find out about opportunities to partner with or sponsor local events. This means a higher number of quality inbound links coming to the site. This will drive up the search ranking in a sustained and long term way.

5. Localise and personalise your website content

Nine tips for localising your digital marketing and content marketing efforts
5. Localise content with seasonal offers

New research by Monetate has revealed that personalisation strategies are helping companies exceed revenue expectations and get 3 x the ROI and customer lifetime value compared to companies not employing content personalisation.  

In much the same way, it’s possible to localise and personalise your website content by using CRM integrations. It’s possible to localise and customise your content so that it’s relevant to the particular season, location and even the weather. Although talking about this further is beyond the scope of this article, you may want to go to the Hubspot website to read their white papers on personalisation.

6. Localise your SEO keywords

Nine tips for localising your digital marketing and content marketing efforts
6. Localise your SEO keywords

Google’s search algorithm has moved on in leaps and bounds in recent years. Steer clear of translating plays on words, turns of phrase or other expressions in English into other languages with your Adwords campaign. These puns often end up sounding awkward in other languages. Instead in order to connect with customers in localised areas overseas, enlist the help of a local copywriter who can convert the message in the right way.

7. Localise your PPC landing pages

Nine tips for localising your digital marketing and content marketing efforts
7. Localise your PPC landing pages

Just as it’s important to localise your Pay Per Click ads, it’s also important to localise your landing pages. This ensures a consistency of messaging from the PPC ad campaign through to your targeted landing pages. For this you will need a local copywriter to translate puns and turns of phrase into the local lingo.

8. Socialise Your Blog Content

This doesn’t mean take a print out of the post, sit in a pub with a pint and talk to a piece of paper! What it means is promoting the blog posts on social media channels to an extended network of stakeholders like customers, potential customers, staff, family, friends and other interested third parties. Only then will the content begin to work hard for you.

Here’s a TED talk by mother bear of the blogging revolution, Mena Trott, creator of Movable Type. She talks about how the essence of blogging is building a much more friendly and connected world. This applies in just the same way to businesses, as it does to people writing about their own personal lives online. Although remember not to conflate the two. Business blogs need to stay on message and on brand, whereas personal blogs are free range and able to roam wherever they want.

Remember that when it comes to blog posts, the recipe is one part SEO, one part excellent and engaging writing.

Bonus Tip: Target localised users on mobile

Nine tips for localising your digital marketing and content marketing efforts
Bonus Tip: Target localised users on mobile

In 2019, smartphone has overtaken desktop in terms of ecommerce sales. According to the latest Capgemini IMRG research. This means you should amp up your mobile location based personalisation. It’s also important to invest in a mobile-first website that drives sales conversions.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Eight Ingredients for Creating Landing Pages That Work

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If you’ve recently invested in an online marketing strategy, that includes some combination of affiliate marketing, Facebook advertising, PPC, social media, and SEO –  then you should be expecting an onslaught of traffic to your landing page, right? Wrong!That idea works great in theory. However, in reality a landing page needs to be handled with kid gloves. Here are eight essential principles for building a landing page, as a part of a broader web marketing strategy.


1. A concise and clear call to action (CTA)

6 ways to stimulate social media engagement for the real estate industry
1. A concise and clear call to action (CTA)

This is the end goal – the pot of gold at the end of the rainbow. Therefore it needs to work hard for you. It’s more than simply words, ‘Sign Up Now’, ‘Start a Free Trail’ or ‘Shop Now’.

There should be no distractions and extraneous data that obfuscates the main goal. The best landing pages are simple, and accentuate one goal, and one goal only.

Consider what should remain above the fold. This means the information that appears on the site before scrolling is required. This part of the web page should have everything in a nutshell.


2. An offer or promise

2. An offer or promise

Visitors to your landing page will be thinking, what’s in it for me? There’s no other way with web marketing. Also, that’s just the psychology of human beings. This is why it’s important to have an offer or discount in place, in exchange for getting what you want from website visitors and getting their personal information.

Effective landing pages, with incredibly high conversion rates, move the customer deep into the conversion funnel. These sites gather information from visitors, in exchange for an offer or discount. After a time, the visitors can unsubscribe without a fee. In every sense – this is a win-win.  You can foster a sense of urgency by making the trial offer for a limited time.


3. Keep it simple

This TED talk below is about the paradox of consumer choice. Research has shown than when consumers are given too many choices, they ultimately take longer to make decisions, and often are put off completely.  Therefore, the simpler you make your landing page, the more effective it will be.  Narrow down the focus, be brief and succinct, and reap the benefits.

The paradox of consumer choice

4. Give me one reason to stay here

5. A catchy and memorable headline

In the obscure and largely forgotten 90’s song by Tracey Chapman, he asks us to ”Give me one reason to stay here…you gotta make me change my mind”. This is precisely what we must provide visitors to a landing page. Think of benefits, features, and how the product or service fulfils a need or solves a problem for customers.


5. A catchy and memorable headline

Visitors to your landing page got there for a reason. It’s the job of the headline to get them to pull up a chair and stay there a while. It takes a fraction of a second to decide whether or not to stay on a landing page.  See this example from Treehouse

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6. An Intuitive Layout for Multiple Devices

Eight Ingredients for Creating Landing Pages That Sell!
Consider how the website user will navigate through your website – UX or user experience

Bear in mind that the landing page that’s visible on your mammoth HD monitor, will be different from what other visitors see on older or smaller devices. Therefore, keep this in mind with the design. Keep the vital messages in the centre top of the screen, such as the headline, logo and call to action.


7. Appropriate and engaging visuals

Sometimes visuals can work well to express an abstract emotion

Don’t fall for crappy gifs, stock photos or poor quality videos. Visuals can be powerful when used correctly and sparingly. Sometimes visuals can be used to express an abstract emotion or theme of a blog, but only in a way that will make this obvious to the reader. Also you should avoid including videos that start automatically when the user opens the landing page – This is a cardinal sin. It’s intrusive and annoying, and guarantees that people will exit the landing page as soon as possible.


8. Badges of social authority

8. Badges of social authority
8. Badges of social authority

Always include social media links. If you have been established a while, then it’s also a good idea to include links to press clippings, testimonials, and a portfolio of work. This establishes credibility, authority and verifies that your business is a respectable player.  Don’t overdo it with self-aggrandizement though. Instead aim for simplicity and plenty of white space, with links to more information, should the visitors want to dig further.


Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Four ways to turn your social media and email marketing into a well-oiled machine

Four lessons in turning your social media and email marketing into a well-oiled machine

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Social media marketing and email marketing may seem a little redundant in the brave new world of AI and emerging technologies. However, they are still a powerful part of any marketing arsenal.  Think of social media and email marketing as the Neil and Tim Finn of the online marketing world. They just play really well together! 

Social media and email marketing are the Neil and Tim Finn of the online marketing world

Here are some key ways to seamlessly integrate your social media and email marketing efforts, then watch as new customers come within your reach.

Lesson 1. Email marketing Is not the daggy jumper you should throw away

Email marketing has somehow earned the reputation in online marketing circles as being akin to a  hand-knitted jumper with a dog motif.  But ask yourself, how many times have you checked email today or this week? According to email marketing research by UK based think tank Econsultancy, in 2017, 74% of client-side marketers rated email marketing as being either excellent or good for return on investment. 

Lesson 1. Email Marketing Is Not the Daggy Jumper You Should Throw Away
Lesson 1. Email Marketing Is Not the Daggy Jumper You Should Throw Away

That’s a pretty good reason to continue with email marketing. Although the landscape has shifted quickly in recent years, with AI and personalisation becoming the driving force behind email marketing campaigns.

Lesson 2: Create clickable content but not Click Bait

Lesson 2: Create clickable content but not Click Bait
Lesson 2: Create clickable content but not Click Bait

If you create a compelling and informative email newsletter, that tells people something that they didn’t already know – they may be compelled to share it. 

Always Connect

Any integrated social media and email marketing campaign should be united by genuine attempts at connecting with your audience. This doesn’t necessarily need to be a monetary incentive or discount offer. The invitation to connect could be far more personal and authentic than that. It could include:

Interesting, relevant content

Interesting and constantly refreshed content that is made to be compelling, informative and enjoyable to your audience and touches on what matters to them.

Training, support and the opportunity to build genuine connections

While monetary and discount rewards are relevant for generating quick sales. This doesn’t engender long-term customer loyalty. Instead, loyalty is built by having genuine and personalised conversations with your audience. This could be through offering support, training or knowledge-based rewards to your audience that build trust. Email and social media are perfect distribution channels for this.

Lesson 3: Optimise and test your email marketing

 Lesson 3: Optimise and test your email marketing
Lesson 3: Optimise and test your email marketing

Any primate with an opposable thumb can slap an opt-in button onto an email. However, a true email marketing artisan will test as well. It’s always a good idea to run some A/B testing on your eDM and your website for various opt-ins. Test various colour combinations and combinations of text and positioning on the page to find the most effective formula. Optimise and test your eDM itself to see what resonates best with your audience. Where it’s possible, you should personalise your email marketing through CRM personalisation tools (like those available in HubSpot and MailChimp).

Lesson 4: Offer loyalty incentives

 Lesson 4: Offer loyalty incentives
Lesson 4: Offer loyalty incentives

According to the Data and Marketing Association’s latest report, many brands are missing out on the benefits of customer loyalty initiatives. Only 49% of marketers in the survey said their company offered such a scheme.

Interestingly, it wasn’t only monetary incentives that interested the consumers in the study. Consumers also wanted rewards based on location, personalised emails, and game-like challenges.

Leverage these four lessons for integrating both social media and email marketing, and you will have mastered a valuable skill for cross-promoting your products or services. Good Luck!

Do you want to integrate your social media and email marketing into one well-oiled machine? Get in touch with me below.