Featured article by Matthew Perry, Independent Technology Author
In a perfect world, click-through rates and conversions should be directly proportional. But a quick SEO audit on your website often tells a different story. Although the CTR may be high, the number of conversions doesn’t meet your expectations. This can be a challenge if you are looking to improve your business activities online. A high CTR may help you reach more customers, but unless they turn into paying customers, the CTR is basically useless.
What you need is to target the right audience by using the right keywords. One way to deal with this situation is by writing an ad copy that specifically targets your preferred audience. Follow these steps to start creating more powerful ads that generate high-quality PPC traffic.
1. Using qualifying words
Sometimes a lot of inappropriate audiences are included in CTRs that don’t eventually convert into loyal customers. One reason can be because you are not using the right words that compel your target audience to take action. You always want to determine the keywords used by your customers so that these keywords can be incorporated in your ads, making them visible whenever a prospective customer uses these keywords or related terms.
More importantly, this eliminates the unwanted audience and filters the ones that are more useful for your business. For example, if you are selling apparels for wealthy customers, and want low-income consumers to avoid your site, you can use keywords like “designer,” “high end,” “luxurious,” and similar words.
2. Defining a qualified version
Different businesses have differently qualified versions depending on the industry they belong to. For example, companies selling SaaS products will look to define a qualified version that involves the potential customer registering for a product demo. Similarly, a B2B company will be interested in the form of submission of customers. You need to make the most of qualified versions to improve PPC lead generation. Don’t assume that qualified leads will turn out to be loyal customers. What’s important is that once you put your business in front of them, you must also have a plan to make them convert.
3. Speaking to your audience
This step comes after you shortlist your target audience. You will have to think of an attractive ad message that will interact with your customers directly. Working with an experienced custom software development company makes this process easier and more effective. You need to concentrate on the content of the ad message that will create an instant appeal in the minds of your potential customers.
4. Using ad extensions
Ad extensions are excellent when it comes to adding detail and clarifying your brand. If you are looking to prequalify your PPC traffic, start by adding callout extensions like the costs of monthly, semi-annually, and yearly subscriptions or any other detail that you want to include about your business.
Now that you have an idea of the ways to increase your PPC traffic, start testing these tips to improve your returns. And don’t forget to compare the results of each tip to determine which combination works best for your business.
