A beginner’s guide to creating better Pay-Per-Click ads

When you invest in anything, you want to guarantee proper returns. The same, of course, applies to ads. Ads are considerably trickier than most investments since their whole premise is helping you make more money, and yet it is much harder to guarantee their effectiveness.

In order to introduce some certainty into the equation, we've put together a beginner's guide to creating better Pay-Per-Click Ads!

How to create better Pay-Per-Click ads?

Carefully figure out your target audience

In order to get the best possible results when creating better Pay-Per-Click Ads, you need to know exactly who your target audience is. This is required because you want to make the ad as appealing as possible to people who are most likely to become your customers. 

You can, for example, focus on teens, young adults, or middle-aged working professionals. It all depends on your product and/or services. 

Now, does this mean that you can't try and sell what you have to offer to everyone? No! There are some ways, such as Pay-Per-Click Google Ads, which are very likely to be viewed by wide audiences and can generate profits far outside of your target audience. However, the ad itself still needs to be designed with your target audience in mind. This is because if you try to make it appealing to everyone, it can fall flat with every audience.

Work on your ad's compatibility

An important part of creating better Pay-Per-Click Ads is making sure they are perfectly compatible with whatever device they are being viewed on. 

Now, admittedly, this is partly down to the sites where you have it featured, too. Even perfect ad compatibility will falter if the site is very badly optimized and looks horrible when opened through a mobile phone or a tablet. 

Still, you need to do your part! Whatever browser or device your potential customers use, they need to be able to view your ad. One of the most important aspects of this is automatic size scaling. 

If your ad appears too small or too big, or if the resolution gets all messed up when featured, then people are not going to like it. And their impression will translate to their impression of your business as well. Your ads are, after all, often your first interaction with customers.

Design landing pages for your ads

Creating engaging PPC campaigns to grab your audience's attention should not end with just designing your Pay-Per-Click Ad and leaving it at that. An extremely important part of creating better Pay-Per-Click Ads is also designing proper landing pages for them. 

Just imagine this: you click on an amazing ad expecting to be led to the product or service it shows off. Only to find yourself opening a generic main page of a website. And then you'd have to navigate your way through it to find what it was you were interested in. Wouldn't your interest and enthusiasm wane? 

Similarly, do not just make a single landing page for all your ads. That will just result in a cramped page that looks more like a catalog than a proper landing page. Every marketing drive, in other words, every different Pay-Per-Click Ad, deserves its own unique landing page!

Craft a good call to action

A call to action needs to be integrated into each of your Pay-Per-Click Ads. Something like 'Take advantage of the discounts now!' or 'Check out our amazing products!', depending on your ad's purpose. This might seem a little cliché and generic, and to an extent, it is. 

However, people keep using such marketing tactics because they work. Sometimes, potential customers need that little extra push to commit to visiting your website. Once you've managed that, or in other words, generated a lead, you can leave your landing page the task to actually hook them into making a purchase. In other words, an ad needs to play the role of enticing the curiosity of customers rather than sealing a sale.

Work on an appealing design

Just as you should get the best possible website design in order to make your site more popular, your ads need to look nice. Pretty ads are admittedly no proof of good products or services. 

And yet, people naturally gravitate towards nice-looking ads anyway. This means that even if you get the rest of your ad prep work done perfectly, it is entirely possible for potential customers to skip over your ad if it looks unappealing. 

The main components of ad design are:

• Color scheme
• Font
• Images used

In a way, this is very similar to branding, which is why it is smart to lean into your brand design and work to bolster your brand recognition using ads!

Do not overcrowd your ads

Just like there's a danger of overcrowding your landing pages, there is the danger of doing the same to your ad. We understand that it sometimes seems appealing to put as much info and sales pitches on them as possible. Maybe even multiple of your products, too! 

But, in reality, this is just a way to water down your ad and make its appeal lower. If people see such a mess, they will just give up on the ad near immediately. Instead, the message of your ad should be short and clear and only promote a single product or service at a time.

The split testing

A split test, sometimes also referred to as an A/B test, is a test that compares two different elements of an ad or even a marketing campaign in order to find out which performs better. In other words, it helps you identify which of the two different aspects of the ad are more appealing to an audience. This lets you better tweak the ad. 

For example, you can gauge how well an audience responds to a font or color scheme. Or even various different calls to action, etc. Now, you might wonder why split testing is so important for Pay-Per-Click Ads. Well, the answer is simple: it does wonders to keep them viable in the long term. Just like a marketing strategy, a Pay-Per-Click Ad can lose its appeal to an audience due to any number of minor reasons. This test catches such changes and allows you to respond to them quickly.

Remember your SEO

The final step to creating better Pay-Per-Click Ads is remembering to properly work your SEO into them. Every marketing drive, every ad, and every bit of promotional material you create should have optimized SEO.

This is the only way to guarantee that your website ranks highly on Google listings. If you can do this properly, you can generate a lot of organic leads, which will cost you absolutely nothing. After all, they are only the side effect of all your other investments.

You can even ensure better brand building with SEO if you are smart in your approach. So, make sure to properly research the subject!

Final comment

Now that you're familiar with a beginner's guide to creating better Pay-Per-Click Ads, you should be able to guarantee the success of your marketing strategy. Just remember to approach each step with consideration and care, and you'll do just fine!

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