PPC is one of the best and most targeted channels you can use to gain new patients – unfortunately local businesses such as Dental Practices are realising this and now there is increasing competition.
You can still stand out though! A well crafted advert will encourage users to click on your ad ahead of your competitors, this means that PPC ad copy is one of the most important aspects of your campaign. Your ad is your shop entrance to the customers you are targeting.
The following best practices and tips can help you begin crafting your own killer ads to improve your PPC click-through rate which will drive more traffic to your landing pages.
Ad texts should be written in a compelling way that gets the searcher’s attention. Remember this isn’t just a listing – it’s an advertisement meant to elicit a response.
PPC ads can be served in the top and side ad positions, with different formatting. These formatting differences can be critical in the way your ad appears and is understood. For the top ad position, line 1 can be combined with the headline, so its necessary to include punctuation after line 1.
Your ad is shown on a page crowded with all types of information, so the more relevant it is to the searchers query, the more likely they are to click. The rate at which they click on your ad, based on how many times it is shown, is the click-through rate (CTR). You want to ensure your CTR is normally above 1 percent.
A few tips to make the ads more relevant:
Ad extensions there is no easier way to pump up the impact of the PPC ad than utilizing ad extensions available in AdWords. There are several types of ad extensions such as location, call, product, but one of the easiest is the sitelinks extensions. This allows additional links in the ads, making the ads more viable and relevant with well crafted links.
After creating great ads, you don’t want to get bogged down with ad disapprovals. Following the rules is an important fundamental of PPC advertising.
Here are a few common guidelines that are easy to miss:
The strategy behind creating a killer PPC ad is complex. Incorporating best practices and testing various elements will give you a better chance of success in today’s competitive local search marketplace.