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!

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.

Six Ways to Ramp Up Your Social Media Presence

Blog, Social Media Marketing

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.

1. Choose Your Social Media Platforms Wisely

If you’re running a corporate business consultancy, there’s probably not much point being on Facebook. Likewise if you’re running a largely B2B enterprise. Your organisation would be better off on LinkedIn. However, if you are running a B2C enterprise where the end user is the consumer, then Facebook makes complete sense. This is where consumers spend a lot of time interacting with consumer brands. As a general rule, if you are a visually-oriented field such as design, photography, art, food, fashion or travel – then platforms geared for visual triggers and sharing like Instagram and Pinterest might be for you. Twitter is suitable for any business that requires fast moving interactivity and conversation about products or services. That’s why banks, news agencies and transport companies tend to have a strong presence and following on Twitter.

Six Ways to Ramp Up Your Social Media Presence
It may seem like a good idea to put yourself onto every platform out there, but be selective about choosing your social platforms, according to where your audience is likely to be.

2. Keep Content Timely, Newsworthy and Visual

We can define newsworthy content as being what the audience wants to hear about. So for example, if you were running a home décor company, then you would profile some fashionable trends in lounge furniture this year.

Also important is timeliness. Create a calendar of relevant holidays, seasons and key dates for the general population and the industry. Integrate these into your content as well. In this case, write about trends in lounge furniture that make a perfect Valentine’s Day gift! Or track down the birth date of the person who invented the chesterfield sofa, and offer a competition on that day.

Don’t be afraid to ask your fans what they enjoy hearing about. Social media is a conversation not a one way street. Finally, keep the ratio of pictures and videos high – social media is predominantly visual.

3. Tell a Compelling Story

With the time line functionality of many social media platforms such as Facebook, it’s become easier to showcase the bigger picture of your business, including milestones in the company history, employees, changes and innovations and community activities. All of this can be great publicity for your business and be a compelling story on social media.

In this talk, grand daddy of online marketing, Seth Godin talks about how social media and the future of work and communication.

Six Ways to Ramp Up Your Social Media Presence
Don’t squander people’s attention with boring stories, keep it real and interesting.

4. Be Authentic

When interacting on social media, make sure that you use a tone of voice that’s appropriate for the interaction. This isn’t a place for stiff boardroom professionalism. Think of the community you’re dealing with, as being your friend’s friend. You would be friendly, warm and yet polite and respectful. The key to being social media savvy, is truly listening to what the community says and learning from it. The key is being a real person and not a cardboard cut out.

5. Treat Social Media As An Arm of Customer Service

Social Media nowadays is becoming more and more important to the daily running of organisations and small businesses. The more that you make your presence visible on social media, the more likely that your customers will find and interact with you there. After all, it’s cheaper and quicker than a phone call and it’s also publicly visible.

There is a risky part of social media for businesses. If a complaint or gripe goes unanswered, it will reflect badly on that business in terms of customer service. So always stay vigilant on social media and have a polite, helpful and useful response ready. Don’t be tempted to be apathetic or less than helpful – as you’re responding on a public forum, this will only have a negative impact on the brand’s image.

A variety of interesting sorts are on social media platforms, engage with them but beware of trolls

6. Measure Your Impact

There’s no use in having a social media presence without measurement, to ensure that it’s effective. Use Google Analytics and third party applications to track and measure your performance across time frames and with different campaigns. Only then can you accurately gauge the success of your social media campaign.

Effective social media marketing can be a lot more tricky than meets the eye. For comprehensive advice on how to improve your presence on social media, speak with me today.

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

Six essentials for brilliant newsletter design and content

Six essentials for brilliant newsletter design and content

Blog

Email is far more personal and immediate than other forms of digital marketing. An e-newsletter is the perfect way of reaching your clients, followers and those who have varying levels of curiosity about you and your business. E-newsletters allow you to prepare customers and potential new customers throughout different stages of the buying cycle. It also allows you to differentiate yourself from competitors by offering more added value, insights, incentives and offers, with this closer mode of contact. People will be much more likely to purchase a product or service from your business when you stick to these six essential rules.

Six essentials for brilliant newsletter design and content
Don’t wait until you are drowning in BAU work…start planning early!

1. Set Goals and Plan Early

Before writing your newsletter, or creating a proper online marketing campaign, it’s important to set out goals. This will clarify the purpose of each newsletter, and also it’s placement within a broader internet marketing campaign of newsletter topics. This is when you should consider frequency, time of day for delivery, build a solid subscriber list and also the thematic or seasonal offers and topics that relate to a broader editorial calendar.

2. What does the audience want to know about?

Consider what the target audience wants to know about, not what your organisation wants to tell them. In other words, don’t go for the super-hard sell. Instead offer relevant, interesting and on-brand content through the newsletter. Otherwise it’s liable to end up in the recycle bin.

Six essentials for brilliant newsletter design and content
It’s always worth your time to investigate what your audience really wants, rather than banging your own drum.

3. Does your newsletter add value?

Put every newsletter content through a check-list. Does it offer special insights? exclusive content? a product or service discount? A great newsletter makes people realise why they subscribed in the first place. It fosters loyalty from people, because it gives them exclusive access to a secret club.

Six essentials for brilliant newsletter design and content
Does your newsletter ad value for customers? If not it may not be worth your time.

4. Consider the time of delivery

Heavy internet users usually check their email at least five times per day. Even people who are constantly busy, will check their email at least once per day. In the morning between 8 and 10 am is often a popular time, also after dinner at around 8pm. Catch people when they are relaxed and have time to browse. Groupon often send out lunchtime offers and this works very well.

5. Call to Action

Click here for more information. Click here for the limited offer. Check availability now.

A newsletter should have plenty of ways to ”find out more”. There should also be plenty of one-click options so that people can follow the business on social media. Make it simple and impulsive for people to stay in touch in many ways!

Six essentials for brilliant newsletter design and content
A hummingbird’s heart beats at 1,263 beats per minute. What is your superpower? And therefore what should your call to action be?

6. Think Seasonal and Topical

Plan the newsletters around local holidays, the four seasons, industry news, legislative changes. When this is stuff that people want to hear about it’s online marketing gold!

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