Creating effective calls to action (CTAs) for your pay-per-click (PPC) campaigns is essential for driving conversions and optimizing your ROI. Getting your CTAs right without testing can be tricky, but there are some essential tips to keep in mind for crafting effective PPC calls to action. In Part 2 of this series, our digital marketing agency discusses more best practices for creating compelling PPC calls to action:
7. Highlight Immediate Gratification
One of the key elements to include in a PPC call to action is the concept of immediate gratification. This means that you should focus on highlighting the benefits of your offer that users can get immediately. This could be anything from a “buy one, get one free” offer to a free trial period of your product or service. The idea is to make it clear to the user that they will get something in return for taking action right away.
In addition to highlighting the immediate gratification of your offer, it’s also important to make sure your call to action is clear and concise. You want to ensure that users understand exactly what they can do to take advantage of your offer. For example, if you’re offering a free trial, make sure to clearly explain how to sign up for it.
8. Focus on “Low Risk”
When crafting a PPC CTA, it’s important to present the consumer with a low-risk offer. This means the consumer should feel safe and secure that they won’t be taken advantage of or scammed in any way. The CTA should be clear and direct and should not contain any hidden fees or conditions.
One way to ensure your PPC CTA is low risk is by providing ample information about the offer. This includes details such as the offer’s cost, duration, and terms. Providing this information helps consumers understand the offer and feel comfortable taking action.
Another way to create a low-risk PPC CTA is to use language that is simple and straightforward. Avoid using complicated jargon or long-winded descriptions. Keep it concise and easy to understand.
9. Connect With Your Target Audience
Your call to action needs to be tailored to the people reading it, and you should take the time to know your target audience and their needs. Connecting with your target audience is essential for creating an effective PPC call to action.
One effective way to connect with your target audience is to use language that resonates with them. Think about their interests and the words they use to describe the product or service you’re offering. Use this language to make your call to action more relevant to your target audience.
10. Understand Your Audience’s Devices
When it comes to creating compelling PPC calls to action, understanding the devices your audience is using is paramount. Different devices have different capabilities and features, so understanding which devices your target audience is using can help you better craft calls to action that will work for them.
For example, if you know that your target audience primarily uses mobile devices, you can create calls to action that are optimized for mobile. This could include making sure the call to action is visible and easy to understand on a smaller screen and ensuring that the destination page is optimized for mobile devices.
11. A/B Test Your Calls-to-Action
A/B testing is an effective way to maximize the success of your PPC campaigns. A/B testing involves creating two versions of the same advertisement, each with a different call-to-action (CTA). By testing both versions, you can determine which CTA is more effective in achieving the desired outcomes.
12. Steer Clear of Common CTA Pitfalls
Finally, it’s important to steer clear of common CTA pitfalls. Make sure that you’re not creating a “clickbait” CTA, as this can lead to low conversion rates. Additionally, avoid being too vague in your CTA. If you’re asking users to “click here,” make sure that you also include a clear indication of what will happen when they do.
Creating compelling PPC calls to action is an integral part of any successful online marketing strategy. After reading Parts 1 and 2 of this series, you should now have a better understanding of how to craft effective calls to action, which will help drive conversions and increase your ROI. You can also better understand what your digital marketing agency is sharing with you.
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