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!

Access CN – Minenssey

Content Strategy, Copywriting

Access CN are a Sydney-based marketing agency that enlisted the help of Total Marketing in order to generate brand storytelling for a new Australian brand of mineral make-up, Minenssey.

Minenssey is a rapidly growing cosmetics brand that targets the Asian market with natural mineral skincare range for women of all ages and skin concerns.

Challenges

The team at Access CN needed the make-up brand to have a native speaking Australian tone of voice. They needed the language to sound natural, polished, sophisticated, lyrical and poetic.

Minenssey’s overall brand storytelling needed to be a form of accessible glamour and affordable beauty that would cater to a middle income audience of Asian women.

Solutions

Athena worked with the Access CN Marketing Manager Amelia Hu and came up with the right language to convey the brand storytelling and product marketing for both the website and product packaging.

She generated lyrical and poetic product descriptions for both the Minenssey product packaging and the website.

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She checked that Minenssey’s online shopping experience was being optimised in the best way, to ensure that they were going to attract customers. She did this by looking at their returns and delivery policy. She made recommendations on how they could lower the cost for delivery, and clarified and clearly explained their returns policy, making the products more appealing to customers.

She ensured that the FAQs on their website were clear, and not going to lead to a frustrating experience from the potential customer’s perspective.

She fact-checked the medicinal properties and purported benefits of ingredients in the products. Then in some cases she advised when the wording on the product packaging needed to be slightly altered so that it wouldn’t be potentially misleading to the customer.

She proof-read all of the terms and conditions and privacy policy and ensured that it all matched according to Australian online consumer law.

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Results

Amelia Hu, Access CN’s marketing manager was happy with the work of Athena from Total Marketing. In an email she provided this feedback.

“Hi Athena, you are one of the best vendors I have ever worked with. Thank you so much for all of your information and suggestions for Minenssey, they are extremely helpful. The copy on the website looks really beautiful and the client is really happy with it.” Amelia Hu, Minenssey Marketing Manager, Access CN.

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Evo Industries

Content Strategy

Background

Evoheat are an Australian company who have since 2006 manufactured around 60,000 domestic & commercial heating units per year.  Total Marketing Australia have been providing marketing support, strategy and implementation to Evo Industries since the inception of both companies in 2005. As growing businesses, both companies supported and guided each other with their respective skills, personnel and expertise.

Challenges faced by the brand

The new brand needed to be identifiable as a part of the same stable of brands. So one of the challenges was developing the new website to have a the same skin, look and feel as the old website, but with a new colour scheme and tone of voice.

They were entering into a highly competitive marketplace with many global players that have deep pockets. Evo Industries on the other hand begun as a start up and were completely self-funded. They didn’t have the same marketing budget as their global competitors Rheem and Zodiac, yet they needed to make a huge dent in the market with a modest budget.

Gaining access to the right individuals with specialised knowledge about the technology within Evo Industries. They only have a a small team who are very busy with other aspects of the business. So there was a challenge to gain access to specialist knowledge.

An Australian audience who are for the most part unfamiliar with this technology in Australia. Even though it’s tried and tested overseas, it’s relatively new in Australia – so the challenges of convincing the audience needed to be overcome.

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Solutions

The highly skilled team of developers and designers at Total Marketing managed to refresh the branding without straying too far from the core website branding. So there was a consistent layout, logo, site map and content between the two sites.

Athena took it upon herself to study of the industry stakeholders, technology, along with the social, environmental and economical impact of the technology on society. In this way, they were able to overcome the need for accessing a subject-matter expert in the organisation.

Athena created an ongoing monthly content strategy that was cost-effective, high quality and targeted to relevant industry publications and websites, which reached Evo Industries’ target audiences and answered their questions about the new technology, prompting them to become either loyal followers of the brand or to enter into a buying cycle.

Athena built trusted relationships with editors, specialists and thought leaders in the industry by providing fresh and high quality content for them to publish, which was designed to promote and educate readers on Evo Industries’ work, product range and past successes.

Athena and Leon created a comprehensive digital marketing strategy incorporating PPC and geo-located landing pages which was successful in generating organic web traffic to the site, improving web ranking and driving genuine sales leads to the site.

Leon project managed the creation of a complex new website so that it was simple and easy to use, yet user-centric and enabling much more effective sales conversions.

Leon managed the relationship with Evo Industries, ensuring that the business’s core needs were being met throughout the course of the year.

Athena changed the brand tone of voice so that it was comprehensive, technically accurate and yet simple enough to be understood by the average person.

Results

In 2014, Evo Industries formed an alliance with a German-American organisation 2G. Evo begun selling new technology from their partners 2G into Australasia.

Over the course of 2014, Evo Industries won a prestigious award for one of their projects; expanded their office to another state and took on more staff.

The team at Total Marketing produced a powerful marketing strategy for their ever expanding stable of brands: Evoet and Evoheat.

In terms of the PPC campaign, the target of selling over a dozen units after 24 months was achieved. This was achieved through a blend of relevant content marketing, a sales funnel that was closely monitored for adjustment and by using a sales CRM, which enabled inbound sales to be captured and delivered to the sales team at Evo.

The content marketing planned and executed by Athena meant that Evo had all of the right and relevant information for their prospective clients when they were needing it. This addressed their concerns and barriers to purchase and then moved them through the sales funnel towards the sale.

With a carefully managed digital marketing and content marketing strategy in place, Evo Energy Technologies moved to the top of Google search rankings in Australia and S.E Asia for a variety of industry products. As a result, the nascent brand gained huge exposure and following on social media platforms, as well as increased sales conversions through their new site.

“We engaged Athena for her copywriting services and can highly recommend her. She was quick to grasp the essence of our business and translate that into sparkling copy. She is the ultimate professional and a pleasure to deal with. We look forward to using her services in the future.”  Read more Carl Diamond Google Analytics Consultant, Diamond…

Carl Diamond

“Athena is a talented news writer and editor for our website, Edinburgh Book Review. She thinks outside the box and often comes up with new ideas for content. Athena’s easy to work with, accurate and reliable.”  Read more Saskia Iseard Founder, Edinburgh Book Review

Saskia Iseard saskia-iseard