PPC marketing is not getting as much attention as it should since so many brands emphasize SEO and social media. The two have become marketing cornerstones for a lot of businesses.
However, for the sake of variety and intent to stand out from the competitors, pay-per-click could be your ticket to a better place.
Starting with the method can be tough at first, as you will need to learn quite a bit. Thankfully, there are options to adjust the settings of the campaign in real time to test different variations. Moreover, you can get a Google adwords audit for free to find out whether your campaigns are performing.
But what about the PPC itself? How does one create a successful campaign? Well, it starts with displaying the ads and getting the attention of people through them. Since not everyone is willing to look at ads, there is an even bigger incentive to find ways that will make people click on the said ads. And visuals should be your priority.
Tip #1 – Decide on the Structure
You will go up against hundreds of other brands and need to be wary of even the smallest details. Ad structure is one of the foundations. Display ads should not look like regular content on the internet. In other words, potential customers should be able to distinguish an ad immediately.
The size also plays a prominent role. Different people prefer different devices, so an ad needs to be displayed properly on both mobile devices as well as desktops. If you are working with Google, you will have multiple options when it comes to size. And while the size of these ads is not close to outdoor advertisements, you can still get people to notice your presence on the internet.
The fundamentals of the ad include the logo or brand name, a CTA button, images of the services you offer, and a value proposition. Arrange these elements and try different forms to determine the most effective arrangement.
Tip #2 – Pick the Right Colors
Color selection has been a big part of marketing long before the internet. Colors evoke emotion and help people associate brands with color schemes. Take football teams, for instance. Chelsea is blue, whereas Manchester United is red.
Color psychology is another interesting aspect. Women and men prefer different colors, so knowing your targeted audience will incentivize you to pick different palettes depending on the situation.
Of course, you should not deviate too much from your brand’s main colors because people will not be able to recognize you. And as a rule of thumb, the palette itself should be kept to a minimum number of colors you use. Do not overwhelm people who view the ad because they will not be able to contrast the important parts of the ad.
Tip #3 – Use Typography
Typography is another part of the overall strategy and by no means should you underestimate the importance of picking the right text font. Incredible visuals will do you no good if the audience cannot read the message. They will not bother with the ad in the first place and dismiss it instead of trying to make out what the text says.
Again, this is something that you can test to your heart’s content, provided that you have the time and can dedicate some of your other resources as well. There are more than enough different fonts to choose from.
It is also worth mentioning that you can use different fonts in the same ad. Fonts should also have a hierarchy, and your main message can stand out by using bold and bigger letters, whereas additional information can be in the background, written with a more traditional font and smaller symbols.
Tip #4 – Keep It Short and Simple
Simplicity is what you should be aiming for. The available space for the ad is limited, and you will not have a lot of room to work with. And while there are ad extensions that let you add extra information without taking the main ad space, you will still have to make the most out of what you have.
Compact size prevents brands from putting their whole brand story in the advertisements. Instead, they need to go straight to the point using company slogans, imagery, the right colors, and a clear message that will attract the attention of readers. Put yourself in the shoes of a potential customer and think whether you would be interested in the ad.
Tip #5 – Add Unique Imagery
Images can be tricky because they will occupy a large chunk of available space. However, people tend to pay more attention to attractive visuals than plain text. Images are another essential part of marketing.
Testing different formats with images can be time-consuming, but if you are determined to make the most out of your ads, put the time in it and see how pleasant imagery will influence the performance of your ad campaigns.