Category List

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

Tag List

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

Tag Cloud

eCommerceSales PipelinePodcastPersonalizationData AnalyticsWebsite DesignMarket ResearchDirect Response Marketing ProductInbound MarketingMarcomSearch Engine MarketingA/B TestingContent MarketingMarketing ResearchMarketing ConnectionMarketing MediaLead NurturingPersonasOn Demand MarketingMarketing AssessmentSMS TextPPC AdsProduct DevelopmentCustomer ServiceAdtechB2B MarketingBlogOmni Channel MarketingMarketing ManagementMarketing AutomationMarketing ToolsStudent NurturingTelemarketingTarget MarketingAdult Student RetentionAdvertisingInternet MarketingDirect ResponseOffer DevelopmentLifelong LearningMarket Opportunity AssessmentDirect Response EmailAdwordsHigher Education MarketingCustomer AcquistionCatalog MarketingCRMMerchandisingStrategic PlanningNew Program DevelopmentMarketing PromotionsMarket TestingRetail MarketingHigher EducationSellingStudent AcquisitionStudent SatisfactionSetting GoalsEvent MarketingCampaign PlanningCMOSocial MediaAssessmentsDemand GenerationThank you pageSocial Media MarketingMarket PlanningCollege RetentionCatalogingMarket SegmentationCompetitive IntelligenceDR RadioPredictive ModelingMarketing ChannelsCall CenterAdult Student RecruitmentMarketing TechnologyDigital MarketingWeb FormsVideo MarketingData-Driven MarketingProfitsMarketing CollateralDirect MarketingNurturingMarketing AnalyticsStrategic Market PlanningWebinarGen ZTargeting & SegmentationBusiness DevelopmentEnrollment ManagementDave FreemanGeneration ZEmailSocial MediaeCommerce Product DevelopmentStudent RetentionMarketing StrategyProcess MappingDatabase MarketingConsumer CatalogsStudent EnrollmentsDWS Associates MarketingEmail MarketingMarket Planning ProcessDifferentiationAffiliate MarketingContent MarkteingCustomer RetentionLead Managementinfluencer marketingCreativeKey MetricsMartechMarketingSalespaid mediaRevenueBroadcast Direct ResponseMarket AnalysisCollege RecruitmentStudent RecruitmentAdult StudentsB2C MarketingMystery Shopper AuditMedia BuyingPost-traditional StudentsCustomer AcquisitionBusiness CatalogsSEMMarketing AuditTarget MarketMulti Channel MarketingMarketing CommunicationsLead GenerationCompetitive AnalysisSegmentationOnline MarketingMobile MarketingStudent Recruiting CampaignretailMarketing Planningearned mediaMarket IntelligenceStudent SuccessRetailingOutsourcingMillennial MarketingDirect MailSales ManagementIntegrated Marketing Communications


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