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.
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”
”Lowest price guaranteed – buy now!”
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.
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. 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!
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
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
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
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
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
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
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
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!
How do you make sure that your investment in copy pays dividends in the coming years, without further time and money spent? The answer lays in how you approach the content and whether or not it’s flexible enough to do gymnastics for you. Ask yourself if your content assets are malleable, flexible and reusable? Here are some ways to construct your copy, so that it will outlive you like a Galapagos turtle.
1. Write Evergreen Pieces
Instead of writing news items that have short term value, write about topics that will always be in bloom, in vogue and relevant. That’s what I mean by evergreen. Try instructional and informative pieces as these rarely go out of style. Or try top ten or countdown articles that focus on brand-relevant topics that are close to your audience’s heart.
Doing so will mean more eyes on your content. It also means that the possibilities for republishing elsewhere multiply. Consider offering your content on an attribution licence for other parties to use and syndicate it, with a link back to your website as a requirement. These kinds of backlinks are excellent for SEO optimisation.
2. Mobilise Socially Savvy Employees
Yes everyone in the office probably is flat out busy with their own roles. However you can dangle that irresistible carrot in front of them of paid time on social media. You can give workmates the tools and training to generate content from existing material, and the ability to post this content themselves to their own followers and fans. This obviously would need to be monitored, supported and have a clear campaign goal in mind. This ensures that the tweeting and posting frenzy is staying on brand and on topic. When it’s possible, getting fellow team members to interact on social media can be really helpful in boosting social engagment.
3. Syndicate Your Content
When your content is published in newspapers, magazines or other people’s websites, ask the editor or content manager about exclusivity and copyright. Are you able to reuse your content elsewhere? Doing so gives the content exposure to a much wider audience. Generally if you have given the article to a third party, they will be gracious enough to allow you to republish it wherever you want. However always ask beforehand to avoid any awkward misunderstanding. After all, it’s important to maintain these mutually beneficial relationships.
Your team can help to amplify your brand on social
4. Reuse and Recycle
All sizes and types of content can have another nine lives on different platforms. You could: • Use parts of published magazine articles as snippets on social media. • Use customer reviews as a part of a case study or as a slide on your home page for maximum impact or in your annual report, sales catalogue or advertising. • Use excerpts from blog posts in newsletters or within print news articles.
That’s really only the tip of the iceberg. Get creative with your repurposing of content and you may surprise and delight your team with innovative ideas.
5. Get Listy
Lists are like content catnip to online readers. They are scannable and irresistible, as they allow human minds to take in complicated, lengthy information in a much easier form. In terms of word recycling, lists are profoundly reusable. The bullet points of lists can be transformed into tweets, posts on Facebook and other little pocket rockets. Lists can be used alongside video or images, or (if they are written well enough) left to shine on their own. Of course, lists have gained a bad wrap in recent years, with a deluge of crappy listicle articles out there in the wild. However, presenting useful, bite-sized information that is relevant to your audience will never go out of fashion.
6. Ideation Nation
The final and most important step for sweating your content marketing assets is ideation. This is where a Brains Trust ( which is you, me and anybody else you think is pretty smart) get together for a massive latte and lemon tart session.
Sparks might fly, somebody may even bring out a unicorn helmet if the ideas are just too painfully beautiful to be real. The most important thing is that we take that next step though and ride the magic carpet of content marketing ideation together.