Consider The Creative Process of Your PPC Program
September 29, 2014
How are you going to manage your creative process?
Ultimately, potential customers are interacting with your creative assets. Response is directly tied to how deep this interaction is. How are you going to manage your creative process? This important question must be considered, answered, and decisively acted upon in order to have a successful paid search program.
Consistently testing your creative is key. Before we discuss creative testing, let’s take a look at the types of ads that can be employed to drive engagement and response.
- Text Ads: Usually a 25 character headline and 70 characters of body text.
- Image Ads: Found on display networks, the ads are usually visual with minimal wording.
- Video Ads: Primarily used for brand engagement. Ad is usually a short video that piques interest.
- Extensions: Extensions provide additional information to ads. For example, sitelinks link ads to different landing pages or areas of a website. Call extensions allow for ads to show a phone number.
- Shopping Campaigns/Feeds: Providing product information and attributes, allows for marketing of individual products in a very visual way.
Implementing a formalized testing strategy will keep the creative process alive and moving forward. Out of every task a PPC manager performs, the only piece visible to prospects is the creative. Do not ignore this critical area as success or failure depends on how well ads perform.
What’s your landing page strategy?
Often, PPC managers meticulously are building campaign and executing optimizations according to best practice, yet results lag behind. The problem could be poor landing pages. Make sure to ask and consider the question, “What’s my landing page strategy. Do I even have one?” If the answer is no, its imperative to devise and implement a plan for testing pages to increase conversion rate.
Why do paid search managers need to implement CRO?
- Convert More Traffic: Buying traffic is expensive and needs to convert at the highest possible rate. Consistently testing landing pages to increase conversion rate can make the difference between success or failure of the PPC program.
- Increase Profits: Increasing conversion rate drives an increase in revenue or lead volume for the same cost output, which in turns increases profits and margins.
- Lower Acquisition Costs: Increasing conversion rate decreases overall acquisition costs. If conversions rise and costs stays the same, you have lowered the total cost of each conversion.
Often, CRO has been referred to as a force multiplier. Typical issues in PPC accounts stem from not enough conversions. Increasing conversion rate can help alleviate these issues and allow for reaching goals faster.
Develop a scheduled routine for testing landing pages. There are applications to assist with this. If you cannot afford to purchase CRO tools to automate the testing process, make site changes manually. Most importantly test, test, test! It has been proven time and again that frequent testing of web pages leads over time to an increase in conversion rate.
Regardless of whether your program is in-house or working with an agency, be sure to factor conversion rate optimization into the PPC workflow. The potential increase in performance will far outweigh the cost of time and resources to perform the testing.
Browse By Category
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.
Spotify Advertising: The Why and How
This blog post gives you the rundown on Spotify, including why and how you might advertise on Spotify's new self-serve ad platform, Ad Studio.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
5 Facebook Ad Settings to Audit In Your Account
5 Easy settings to audit in your Facebook Ads account to improve performance and understand website traffic.
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance.
How to Master Attribution for Easy Budget Planning
In this webinar, Hanapin’s Cassie Oumedian and Google’s Julia Meter will provide tips on using AdWords attribution to directionally decide where you should allocate your budget, and how you can use the changing industry to your advantage.