How to enhance your PPC campaigns with CRO

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Date: 4 January 2021

A man clicks on a call to action with his computer mouse

When it comes to PPC (pay-per-click) campaigns, there are two goals; increasing the click through rate (CTR) of your adverts and reducing the cost per click and increasing the average customer value of those who don't click.

It's all about getting the most value from your budget. Whether you are running your own PPC campaigns or using a PPC agency, properly optimising your PPC adverts is the only way to get the results you want.

It's important that your adverts speak to your audience and encourage them to click. But how can this be achieved? By enhancing your PPC campaigns with CRO.

So, how can this be done? Let's take a closer look, below.

Be different

With PPC, you want to stand out from the crowd and especially your competitors. Make your ad highly targeted to the search term, but make it stand out at the same time to attract attention from users. The success of your campaign relies heavily on grabbing the attention of your audience. Remember you only have a few seconds to do this, so don't follow the same patterns as everyone else and have your voice lost in the crowd.

Is being different enough?

As a copywriter, the first step is creating a compelling headline, because, without this, your content will be ignored. You could have the best-optimised page and the most relevant funnel in PPC history but if you have a rubbish headline then no one will even read it!

Button designs

One of the easiest ways to enhance your PPC campaigns with CRO is by improving the design of your buttons to make them stand out. You want your ads to be more engaging than your competitors' ads. So, make sure your buttons are clear and concise about where they will take the user and make them inviting for your audience.

To make everything cohesive, make your buttons the same as your callouts. Consistency across your branding and advertising is appealing to customers and shows a reliable, professional company.

Focused landing pages

Landing pages are an incredibly useful lead conversion tool and are a great way to drive traffic, improve SEO, and build your brand.

By creating focused landing pages, you can decrease bounce rates, as users visiting these pages should be met with what they are looking for. Plus, focused landing pages make it easier for users to find what they want, which will increase the chances of converting due to convenience, and they won't need to look around.

So, how can you make your landing pages effective?

Your landing page should be free of distractions. The content should have the end-goal of providing the user with what they want while completing the registration process.

Keep any forms on your landing page simple and straightforward. Avoid lengthy forms that ask for too much information, as users will move on and look elsewhere.

Include links to your other marketing channels, such as your social media pages or an email list sign up. Then users will continue to see your brand and won't forget about you.

Hopefully, this short guide will help you to enhance your PPC campaigns with CRO, so you can continue to drive traffic to your site and increase your conversions.

Copyright 2021. Featured post made possible by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small- to medium-sized businesses.

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