With there being so many moving parts to pay per click advertising, many firms choose to take on a PPC company. London businesses are starting to feel the heat due to fierce competition in just about every market and a heck of a lot of geo-targeting is taking place. It can be a stressful time.
In order to create the very best PPC campaign, the ad copy must be spot on, especially when paying for pay per click. London businesses are therefore being smart and outsourcing their campaigns to the professionals, but that doesn’t mean that they shouldn’t be aware of what great ad copy looks like.
When ad copy is done well, firms of all shapes and sizes can reap the benefits of a high click-through rate (CTR), high quality scores and a lower cost per click; all of which are the foundation of a successful PPC campaign.
Here are some top tips on how to create the best ad copy for your campaign:
The length of your ads
Normally, the length of your ad copy will be pre-determined by the character count of the PPC platform you’re using, some of the most common platforms are:
1. Google Adwords – 25 characters for the title, 35 characters for the description and 35 characters for the display URL
2. Bing Ads – 25 characters for the title, 71 characters for the description and 35 characters for the display URL
3. Facebook Ads – 25 characters for the title, 90 characters for the description and 30 characters for the link description
4. LinkedIn – 25 characters for the title, 75 characters for the description
5. Twitter – 140 characters; the length of a standard tweet
The relevance of your ad
If you are implementing a keyword-based search ad you need to be using a keyword you’re aiming for or at least a variation of it within the ad copy; preferably within the title. By doing this you can ensure that your keyword is made bold in your ad, making it stand out to the user.
However, if you’re using social media platforms you must ensure your ad is relevant to your target audience. This could mean ensuring you have the phrase “perfect for small businesses” if SMEs are your target. It’s important to let users know that your ad is relevant to them and their needs.
Sell your product or service
Now that your customer is aware your ad is relevant to them, you need to get them to convert. This is where the ad copy will come in, if you’re unsure about how to do this, be sure to get some guidance from your PPC company. London users want to know why your offering is so unique and better than what others have and this is what you need to explain in your description.
Here, you could focus on competitive prices, next day delivery or bespoke quotes etc. You need to give users a reason to click on your ad.
Call to action
Having a call to action (CTA) is vital so don’t forget to add this in! Some of the most popular CTAs are: “call now” and “get a free quote”.
Consumers love to think as little as possible and by providing a clear CTA you are telling them exactly what to do next.
Always test your ads
It’s important to always test at least two versions of your ad copy so that you know which one works best; this will normally be conducted by your experienced PPC company. London firms must also test a location based ad, for example the location “London” should be placed within the ad copy as this could entice more customers.
It’s vital that you understand what good ad copy looks like before you embark on finding your cheap PPC company. London firms will always face stiff competition when it comes to advertising services and therefore it’s crucial those ads are just right.
It’s safe to say that link-building has a somewhat seedy past but it isn’t dead just yet.
In fact, according to the most recent Search Marketing Expo Advanced conference, link-building is still one of the top three website ranking factors when it comes to SEO and that is why it’s still a used method among SEO companies. UK advertising has evolved and in that sense so has SEO but link-building is still a crucial part of ranking success.
Link-building works in 2015
Despite the controversy, back links are still highly correlated to search engine ranking results and this has been proven time and time again. In other words, you need links if you want to rank higher on Google – or any search engine for that matter – however, what makes the difference is the type of links you have and that’s where your SEO company in London will come in.
If they are based in London – and you are too – they will be able to ensure you get links from local websites, further boosting your local SEO.
Ranking was never quite so difficult, in fact, all you needed were links, and they didn’t have to be authoritative ones. However, things have changed and now it’s all about how good your links are, in other words; it’s about quality and not quantity.
The most difficult aspect of SEO is keeping up to date with the latest Google algorithms. This is what separates good SEO from the bad. It is the responsibility of your SEO company in London to keep up with these ever-changing rules and regulations, but it can help if you read up about them also.
Content marketing is a saviour
Content marketing is the safest and most effective method of link-building. Fact. As long as you are creating good, interesting content that will engage the reader, there is no reason you won’t attract links from elsewhere.
While the future of content marketing has been up in arms over the past few months, one thing is for certain and that is that content works for SEO; so don’t stop! Whether you’re creating your own content or you are outsourcing it don’t worry, just be sure to choose a good SEO company. London is a competitive market and therefore, it’s crucial that you choose a well established firm.
The bottom line for link-building in 2015 is that you need a good strategy and it’s recommended that you leave it down to your professional SEO company. London firms need to be on the ball when it comes to keeping up with competition and sometimes that means leaving it to the professionals. Whatever you choose to do this year for your SEO campaign, be sure not to leave out link-building.