Lets be clear, perfect search ad does not exist. There is always space for improvement with a your PPC campaign, it is only a matter of time, money and cost. But that said there are certain things which can contribute to a search ad getting the best click through rate, while also promoting your brand.

Call to action in Title and Description

To the point, the call to action is leading web users to exactly what you want them to do to convert. If the users know what they should do, and how they should interact with your ad campaign, they are more likely convert. That said, it is a good idea to put a call to action in your title and your description. But be also keep in mind that if you use call to actions more than that, you put at risk that your search ad is forcing the message too much.

Brand or URL at the End of Title

When a user does not click your ad, it does not mean the end of the world and that you don’t benefit since it is a good idea to put your brand or URL of your company at the end of the title, such as ‘| Company.com’ for example. That will make the brand or URL more recognised with the contextual search phrase the user is searching for. And over a longer period of time you will be improving the brand awareness of your company without paying a cent.

Quantifiable Enticing Data

Put some sort of numbers in the search ad because people like numbers when comparing different things and it helps to encourage users to click onto your ad, since it gives the user a quantifiable way of comparing your search ad against the competition.

Ad Extension

Google allows you to use a range of different ad extensions in your search advert, such as site links, location, telephone numbers, ratings, reviews and more. Ad extensions are a good way to add some content and contextuality to your website, which will all encourage more web users to click it.

True URL Used

there is generally one rule to follow when it comes to choosing what URL to display in the search advert – does it work? You can choose a good looking URL, that is short and full of keywords. But you need to check out if the URL is actually leading to a place that exists and does not give you an 404 error. So always check the URL you use in PPC that it actually works.

Important step of optimization when you are doing PPC and CRO is to make sure that your strategies align with a congruence analysis. Congruence is a great way to achieve the converting efforts for user be natural way forward by reducing the amount of decision making on their part. For example, if a user clicks on your ad looking for some specific product and you take them to a homepage instead of specific page it is more likely you will see a bounce from homepage becouse they don’t want to search again for that specific page or product. The whole journey from click to conversion should be as smooth as possible. Here are a couple of different areas to review to make sure your user experience is as easy as possible.

Visual Congruence

If your landing page is very different from your ad, it will likely make users to distrust and question the brand, and potentially abandon their search also. So the first area to check for congruence is visual one. This is how congruent the imagery is from your ads with the landing page users are taken to. This is an easy thing to check, but also important step in your analysis. Check your social and display ads with their landing pages. You want to make sure imagery, colors and fonts match visually.

Lingual Congruence

To improve the trustworthiness of your brand you need to ensure your message matches across landing pages and ads. So the next thing to check is the language. You need to pay attention to your headlines, sub-headlines and especially call-to-action copy. Like before we don’t want users to think about what their next steps should be because they should not be surprised where they land when they click on the ad. The ad needs to take them where they need to be. This can also help with your brand recognition. If you repeat the message from your ad copy onto your landing page, it will help users remember the message and remember your brand if your message was clear and consistent.

User Intent

Ensure that the intent of the user matches the goal of the landing page will be important to keep them engaged with the content. So you need to look at your landing pages and think about the intent of the user based on the ad they clicked because the intent is a key element to making sure you are providing users with a congruent experience and can connect both visual and lingual based congruence. Check out if users are clicking on a very specific ad that promises a discount and then land to a general shopping page or does your ad copy ask users to “Learn More” and then take them to a page to fill out a form to request a demo – you need to fix that.

Congruence analysis can be easily overlooked and it is important to check out your ads and landing pages. Look at both the imagery and language, and especially remember user intent is key to congruence.


Match Landing Pages to Your Ads and Target Keywords

It’s important to keep your landing page offer consistent with the keyword and the ad text to lower your CPC as much as possible. Because the major component of your Quality Score is the relevance of your landing page and the keyword that has been targeted. The landing page is of course where you are getting the conversions that makes your PPC campaign actually profitable and it is the best time to convince the user that you have solution for their problem.

Your niche, offer and audience determine your optimal PPC landing page design. For example, eComm store might land users onto a product or category page, but B2B software might land users to a free trial page. Also a insurance provider might give the user a form to calculate their rates and recruiter might use thieronline jobs to get users actively engaged. Or in case of emergency plumber who might feature their phone number first so user can get in contact if needed. Overall, every business is different.

But without exception, all effective landing pages are consistent with the source and they demonstrate a clear value proposition.


Continually Test Multiple Ad Variations to Improve CTR

To contribute to a better Quality Score you can improve your CTR. That way you will also impact your CPC and lower it due to higher Quality Score. So it’s very important to optimize your CTR in the search for a reduced CPC on your campaigns and you achive that by adopting a mindset of constant testing. This means to never being totally sure about the performance of your ad. You can test different offers, ad copy, and callout copy and try extensions to make you CTRs better.

PPC marketers should always try to beat their previous best CTR with continuous tests and ad variations. And there’s no better advantage when testing than to know what the competition is up to.

Check Part 1