Useful Call-to-Action Tips for PPC Ads That You Should Know

If your PPC ads aren’t delivering results, you may need to redo the ad copy and insert powerful calls-to-action (CTA) to supercharge their sales potential.

Use these tips to create CTAs that increase conversions and prevent your ad copies from becoming repetitive.

1.    Use Direct, Command Words

Ad copies for PPC campaigns have limited characters, so you have to ensure that the copy is clear and concise. Readers should be able to understand exactly what you’re offering and what they need to do next.

Give your target audience quick instructions through direct command words like “shop,” “buy,” “subscribe,” “order,” etc.

Lengthy CTAs that don’t have clear instructions aren’t going to trigger immediate responses, and are likely to drive potential customers away.

2.    Tweak Them for the Difference Audiences

If your business caters to more than one market segment, your CTAs should be tailored to each group.

For example, if you’re running an insurance company, the CTAs for ad groups targeting parents should be different from those that focus on health insurance for international college students.

Custom CTAs are more relatable for the audiences they’re targeting, and emphasize the intent; generic CTAs, on the other hand, come across as impersonal and don’t have the sort of impact that tailored CTAs do.

3.    Match the Messaging of the Text With the CTA

Think about the most appropriate CTA for your ad and use it to come up with the messaging.

For example, if your CTA is “get a free quote,” your messaging should be about saving money. The “saving money” portion of your ad copy is then reiterated in the CTA. The ad highlights how customers can save money by using your services, really driving the point home and thus compelling readers to click through.

4.    Infuse Emotion

Audiences tend to overlook ads that come off as dry or dull. So, if provoking emotions through your ad copy is acceptable in your industry, go for it.

For example, if you’re a tour operator who offers special packages for couples, use CTAs like “plan the ultimate romantic getaway for your partner!” Feel free to add an exclamation point in there to excite your audience.

5.    Highlight a Benefit for Completing an Action

One of the most effective ways to entice users to follow your CTAs is to give them an incentive of some sort.

You can offer them a special discount for buying a product, a free consultation, a free quote, etc. The end goal is to get them excited!

Do you need help designing paid search campaigns that generate results? Get in touch with a digital marketing agency near you.

Mediaforce is one of the top digital advertising agencies in Canada and New York. The company provides comprehensive digital marketing services to companies across all industries. Its services include PPC, web design, and SEO.

The agency provides services to companies in New York, Ottawa, Vancouver, and Toronto. Call 613-729-0500 for more information.

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