Category List

Marketing Channels (1)
Customer Acquisition (4)
Retailing (2)
Marketing Analytics (1)
Mobile Marketing (1)
Omni Channel Marketing (1)
SEM (2)
Higher Education Marketing (55)
Digital Marketing (3)
Webinar (2)
Student Recruitment (4)
Internet Marketing (1)
Marketing Tools (1)
Content Marketing (16)
Demand Generation (1)
Email Marketing (3)
Telemarketing (1)
Retail Marketing (1)
Competitive Intelligence (2)
Lead Management (8)
Marketing Connection (1)
Sales Management (2)
Social Media Marketing (2)
eCommerce (5)
Marketing Management (1)
Advertising (1)
B2B Marketing (1)
Target Marketing (1)
Marketing Planning (7)
Strategic Marketing Planning (3)
Market Research (4)
Martech (1)
Direct Marketing (9)
Marketing Communications (4)
Marketing Strategy (2)
Catalog Marketing (2)
Market Opportunity Assessment (1)
Marketing (4)
Podcast: Higher Ed (4)
CRM (1)

Tag List

Offer Development (1)
Business Catalogs (1)
Outsourcing (1)
Consumer Catalogs (1)
Event Marketing (1)
Lead Nurturing (11)
Integrated Marketing Communications (1)
eCommerce Product Development (1)
Podcast (2)
Broadcast Direct Response (1)
Catalog Marketing (4)
Dave Freeman (3)
Post-traditional Students (1)
Adult Student Retention (1)
Merchandising (2)
Market Planning Process (2)
Marketing Communications (8)
Marketing Research (3)
Sales Management (2)
Marketing Analytics (1)
Student Satisfaction (1)
Multi Channel Marketing (3)
SEM (2)
Marketing Management (1)
Omni Channel Marketing (2)
Direct Response (3)
Competitive Intelligence (7)
Sales Pipeline (1)
Selling (1)
Student Nurturing (7)
Enrollment Management (3)
DWS Associates Marketing (1)
Mobile Marketing (2)
Target Marketing (2)
Market Planning (2)
CMO (1)
retail (3)
Personas (3)
Marketing (17)
paid media (1)
Social Media (5)
Webinar (2)
Strategic Market Planning (4)
Lead Management (13)
Key Metrics (1)
Student Recruiting Campaign (1)
Inbound Marketing (1)
Gen Z (2)
College Recruitment (1)
Data Analytics (2)
Email Marketing (5)
Higher Education (10)
Website Design (1)
Adwords (2)
Marketing Technology (1)
Personalization (1)
A/B Testing (2)
PPC Ads (1)
Market Opportunity Assessment (2)
Business Development (1)
Marketing Automation (1)
B2C Marketing (1)
Marketing Strategy (8)
Retail Marketing (9)
Email (3)
Video Marketing (2)
Customer Service (1)
Profits (1)
Internet Marketing (4)
Search Engine Marketing (1)
Online Marketing (5)
Social Media (1)
Differentiation (1)
CRM (3)
College Retention (1)
Market Segmentation (2)
Marketing Media (2)
Marketing Tools (2)
Sales (3)
Direct Response Email (2)
Customer Acquistion (3)
earned media (1)
Higher Education Marketing (21)
Social Media Marketing (6)
Marketing Audit (1)
Marketing Planning (9)
Cataloging (1)
Blog (1)
Lifelong Learning (1)
influencer marketing (1)
Student Enrollments (1)
Revenue (1)
Competitive Analysis (3)
Lead Generation (18)
Call Center (1)
Product Development (1)
Creative (2)
Adtech (1)
Customer Retention (2)
Student Recruitment (25)
Customer Acquisition (7)
B2B Marketing (2)
SMS Text (1)
DR Radio (1)
Affiliate Marketing (1)
Adult Students (4)
Martech (1)
Market Testing (1)
Generation Z (1)
Marketing Assessment (2)
Process Mapping (1)
Strategic Planning (5)
Marketing Connection (1)
Direct Response Marketing Product (1)
Segmentation (5)
Direct Mail (4)
Target Market (2)
Demand Generation (7)
Student Retention (14)
Mystery Shopper Audit (3)
Market Intelligence (3)
Student Success (1)
Market Research (8)
On Demand Marketing (1)
Assessments (1)
Advertising (5)
eCommerce (9)
Millennial Marketing (1)
Nurturing (1)
Thank you page (1)
Campaign Planning (1)
Telemarketing (1)
Marcom (1)
Media Buying (1)
Digital Marketing (9)
Market Analysis (1)
Adult Student Recruitment (1)
Database Marketing (1)
Direct Marketing (13)
Predictive Modeling (1)
New Program Development (1)
Student Acquisition (10)
Setting Goals (1)
Marketing Collateral (2)
Targeting & Segmentation (3)
Content Marketing (11)
Marketing Promotions (4)
Content Markteing (5)
Web Forms (1)
Retailing (8)
Marketing Channels (4)
Data-Driven Marketing (1)

Tag Cloud

Search Engine MarketingCampaign PlanningSales ManagementContent MarkteingSocial MediaMarketing MediaeCommerceEvent MarketingMarketing AuditMystery Shopper AuditCollege RetentionCompetitive AnalysisCustomer ServiceCompetitive IntelligenceInbound MarketingDemand GenerationDWS Associates MarketingNew Program DevelopmentLead GenerationMarketing AnalyticsBusiness CatalogsMarketing TechnologySegmentationBroadcast Direct ResponseOn Demand MarketingCall CenterDave FreemanEnrollment ManagementProcess MappingWeb FormsB2C MarketingOutsourcingMedia BuyingVideo MarketingIntegrated Marketing CommunicationsMarket Opportunity AssessmentMerchandisingMarketing PlanningAssessmentsAffiliate MarketingCustomer AcquistionSocial Media MarketingCollege RecruitmentMarketing ManagementMarketing PromotionsContent MarketingHigher Education MarketingCustomer AcquisitionGeneration ZGen ZMarketing AssessmentDirect MarketingMarcomKey MetricsCreativeSEMMarket Analysispaid mediaDirect Response EmailLead NurturingCustomer RetentionConsumer CatalogsRevenueAdtechDigital MarketingOffer DevelopmentMulti Channel MarketingStudent SuccessStrategic PlanningStudent RetentioneCommerce Product Developmentearned mediaBloginfluencer marketingStudent AcquisitionAdult Student RetentionData-Driven MarketingMarket ResearchB2B MarketingMarket Planning ProcessBusiness DevelopmentMarketingTelemarketingTarget MarketInternet MarketingCRMStudent SatisfactionNurturingOnline MarketingDifferentiationMarket PlanningStudent Recruiting CampaignAdult StudentsMarketing CollateralStudent NurturingLead ManagementMarket IntelligenceDR RadioPersonasEmailWebsite DesignProduct DevelopmentData AnalyticsCMOPodcastDatabase MarketingMarketing ResearchSales PipelineCatalogingDirect Response Marketing ProductStudent EnrollmentsHigher EducationMarketing ToolsSalesRetail MarketingTarget MarketingStrategic Market PlanningPPC AdsMarketing ChannelsPost-traditional StudentsWebinarLifelong LearningMarketing StrategyDirect MailAdvertisingMarketing ConnectionMarketing AutomationPersonalizationMartechA/B TestingProfitsMillennial MarketingMarket SegmentationMarket TestingAdult Student RecruitmentStudent RecruitmentSellingAdwordsSMS TextCatalog MarketingDirect ResponseMobile MarketingSetting GoalsMarketing CommunicationsRetailingPredictive ModelingSocial MediaretailEmail MarketingOmni Channel MarketingThank you pageTargeting & Segmentation


Archive

9 Tips For Writing Effective PPC Ads

May 29, 2018

Making a strong, positive first impression is key to generating an abundance of quality leads.  With PPC ads, you must grab their attention, clearly communicate your message and motivate qualified prospects to act – all within a list of restrictions that include character count limits.

Wondering how? Here are 9 tips that will help you.

1. Solutions.

Focus on your audience, specifically the unique benefits you provide them. The most common mistake is writing about what you offer when your audience is searching for a solution to one of their problems.

For example, in higher education, colleges love to lead with “Online MBA Program” or “RN to BSN Program.”

What about “Advance your career” or “Lowest Cost Award Winning Online MBA in the US” or “1 Year MEd.”

The first focuses on aspirational issues – but how many will search for a degree program based on those terms? Answer – few.

The most common terms will be program name and, if the person prefers online, they will most likely enter [ex] “online degree name” or “online degree name location” (Online MBA Baltimore).

That’s why the second headline works – it includes program name and modality. Having “lowest cost” and “award-winning” helps because it addresses concerns over cost and quality.

The third option works because it has the program name and the reference to “1 year” speaks to another common concern – time to complete the program.  The lack of insight into modality is a concern, however.

2. Clear and Concise

Write in a way that clearly, concisely using words the audience uses and understands rather than the jargon your business loves to use around the office.  This might make things a little tougher to get approved internally because it’s not written in your company’s/client’s terminology but, hey, the ads aren’t for them to read and act on.

3. Repeat. Repeat. Don’t Repeat.

Some repetition helps, too much is distracting and wastes space.  So, if you repeat a key benefit or offer, do so with the knowledge that a little goes a long way and too much of a good thing can kill you.

4. Call to Action/Offer

If you don’t tell them what to do next, chances are extremely high that they will not do anything.  “Click here,” “Learn more,” and “But now” are all strong, clear calls to action – and if you have time-sensitive offers, such as “Act Now! Offer ends at 5 PM,” use it because fear is a strong motivator!

Now, the offer is the fun part. 

What do you offer a member of your target audience that is in the initial stage of “Awareness”?

Or what about the person that is in the “Consideration” stage?

I ask because most PPC ads tend to be “Buy now!” and “Save 50%” – neither of which are appropriate for the people in “Awareness” and “Consideration” stages.

Bottomline, make sure the offer is relevant, unique and valuable based on the stage the individual is in at the present time.

Customer Journey

 

5. Keywords and Search Phrase

 

This is all about keywords and search phrases so make sure you are writing your copy based on keywords and that those keywords are used in the first or second headline.

 

And in the same vein, try to match the users’ search phrase too. (Yes, that does require tremendous insight into your audience combined with a little bit of good fortune – but the more you write PPC ads, and the more you study your audience, you will see this can be done.)

 

6. Qualify.

 

This is one that many will argue – but if you want high-quality leads, you better mention any basic requirements in the ad.  This could include price (knock off those price-sensitive buyers) or even age restrictions, experience etc.

 

7. Progression

 

You write the headline to motivate the reader to move on to the subhead. And you write the subhead to motivate the reader to move on to the first line of ad copy. And you write the first line of ad copy to…

 

You get the point. Headlines are crucial so take your time writing them, test them and always strive to improve them.

 

8. Proofreader

 

Have someone proofread for grammar and spelling – and then have someone (or a group) with deep knowledge and understanding of the target audience read it from the perspective of the target audience. 

 

9. Test. Measure and analyze. Modify. Repeat.

 

Life changes.  What worked today might not work tomorrow. Test. Always be testing.  Always strive to improve. There is no ‘resting on one’s laurels.’

 

Any other writing tips for PPC Ads?

 

What did I miss? Have you learned something that you would like to share?  If so, please leave a comment. (And if you think I nailed it – feel free to leave that as a comment too!) 



Tags: Digital Marketing, PPC Ads
Category: SEM

Fatal error: Call to a member function getUserUserBio() on null in /home/dwsass5/public_html/packages/problog/helpers/blogify.php on line 370