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Posted on 10-17-2012
By: Jacques Taylor
Part of managing Pay-Per-Click (PPC) campaigns includes writing effective ad copy that maximizes your return on investment (ROI). This week’s blog includes 3 tips to ensure your copy is effective and gets you results.
Write copy for your ad campaigns that is effective, meaningful, and is targeted to the appropriate audience. Part of PPC advertising is bidding on keywords, so first define your target audience. Your ads will see a higher click-through rate (CTR) if you target potential patients and have a clear call to action. Test the CTR’s and conversions of different call to actions for best results.
Keywords are how the target audience will find your ad in the search engines. Select keywords for the title and headings that are relevant to your landing page and directed specifically at your target audience. Make sure to include your ad keywords on your landing pages. When your ad copy and landing pages are clearly related, conversion metrics tend to be higher.
For example, for a term like "San Diego Chiropractor," an effective ad would look something like this:
When writing your ad copy, consider your desired goal. The most common ad goals are:
To ensure the most ROI, it is crucial to monitor and analyze the results of a PPC campaign. Analyze the effectiveness of individual keywords and phrases on a regular basis through keyword research and controlled testing.
Effectiveness of PPC campaigns can be evaluated with A/B or ad split testing. The primary objective of A/B testing is to compare the success of two separate versions of your ad copy and landing pages. This will help you define which ad copy and landing pages resulted in the most conversions.
The CTR of an ad is often the most important metric in a PPC campaign. CTR is defined as the number of clicks on an ad divided by the number of times the ad is shown (impressions) and is expressed as a percentage.
A conversion occurs each time a user clicks on your ad and then completes the desired goal. Your ad goal can be anything from filling out a contact form, to requesting an appointment, to making a purchase. The nature of the conversion will change depending on the focus of your practice and what you have defined as objectives for the campaign. However, the essential trait is that a conversion occurs when the user clicks on the ad and follows your call to action.
Focusing on click-through rates, impressions and conversions will allow you to measure your campaign success while highlighting areas that need adjusting along the way.
Never stop testing your PPC ad copy. Some beneficial testing areas are:
Great ad copy doesn’t come over night. It takes time and testing to generate effective ad copy. Try these following tips:
Be original and don’t write bland ad copy. Think of ways to spice up the look and feel of your ads, and test, retest, then test again.
If you would like ChiroMatrix to manage a PPC campaign for your practice, call us at 1-800-IMATRIX today.
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