Category Archives: PPC

Maslow’s Hierarchy in your PPC Copy

By My Web WritersMaslow's Hierarchy of Needs

PPC (pay per click) campaigns are all about finding customers who are interested in the advertiser’s product, and then about enticing those people to click on the link, and finally to purchase the product or service offered.

Sounds simple, but the reality can be more complex. That’s why it’s helpful to find tools that will make the task easier. Using Maslow’s Hierarchy in your PPC copy is one way to increase the success of a website or ad campaign.

Maslow’s Hierarchy

What exactly is Maslow’s hierarchy? It’s a psychological theory proposed by AbrahamMaslow in 1943. The hierarchy is represented by a pyramid. Maslow suggested that people must meet needs at the base of the pyramid before they can worry about moving higher on the pyramid to meet the needs found there.

As one moves up the pyramid, the needs become less necessary for life, but focus on reaching ultimate fulfillment. The pyramid ranges from basic physiological needs at the base to self-actualization needs at the top.

 Using Maslow’s Hierarchy in PPC Campaigns

Just as Maslow’s hierarchy helps us make sense of human behavior, a similar hierarchy exists for PPC campaigns. At the base of the PPC pyramid might be the ad campaign account structure: the first step, before writing PPC copy is even begun, is to set up an ad account. What types of payment will be accepted? Is there a theme that can be mentioned consistently through the campaign? Account structure issues must be addressed before moving up the pyramid.

The next step up the pyramid for your PPC campaign might involve keywords. Keywords are a crucial consideration, since the keywords you choose will directly influence how many potential customers reach the copy you will be writing. You can use Google Adwords’ Keywords Tool to determine keywords that your potential customers may be searching for. Aim for finding keywords with many monthly searches, but with low competition. Don’t assume your keywords will never change; you’ll want to monitor them often and tweak them as needed to keep up the traffic to your site.

Continuing our journey up the pyramid, we reach landing pages. These are the pages that potential customers will reach when their keyword searches lead them to your site. Design your landing page carefully, and look at it from a potential customer’s eyes: does it answer the questions your customer may be asking? Is there a call to action to purchase the product or service you’re offering? Spend time creating landing pages that will entice those who arrive on them.

Finally, we reach the pyramid’s pinnacle: the ad copy itself. It may seem surprising that we’re only now discussing the actual PPC copy, but just as Maslow’s hierarchy suggests that humans can only achieve self-actualization after meeting all the needs beneath, your PPC campaign copy can only be as effective as all the pyramid levels beneath it.

Your PPC copy should utilize the keywords you identified earlier. A call to action – often, to make a purchase – should be evident. Talk to potential customers. What phrases would entice them to move from interest to buying? Incorporate these suggestions into your ad copy to turn readers into buyers.  ~Susan

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Five Money-Making Tips for your PPC Campaign

by My Web Writers

Pay-Per Click (PPC) advertising can be an effective way to launch your business or spread the word about a special promotion. As a marketer, you must specify the amount of money you’re willing to pay per click you receive on your ad to programs like Google AdWords or Facebook Ads who promote your message to their vast audience. Setting a budget is a critical aspect to successful PPC campaigns, but just as critical is setting up your campaign keywords and demographics. These five following tips are often overlooked in PPC marketing, but can have a profound impact on turning your ad into future customers:

Pay attention to keyword matching – There is a very important difference between the settings “specific keyword match” and “broad keyword match.” The broad match option will show your ad for your chosen keyword plus any additional words or phrases that your advertising program feels is relevant. While your ad will appear more often with this setting, it will also appear before an audience who may not be your key demographic or at all interested in your business. In short, this is a waste of time and money. Instead, set your options to specific keyword match or specific phrase match so that your ad is sure to run before the eyes of those you’re actually trying to target.

Don’t be afraid to use negative keywords – Many advertising programs will offer the option for you to specify keywords that you do not want included in any ad placements. This is your opportunity to separate your keywords from other related keywords that are not at all connected to your target audience. If you’re advertising a business development program, but it’s targeted to established business owners not students or entrepreneurs, use “student” and “entrepreneur” as negative keywords to avoid wasting your marketing budget on clicks from this audience.

Limit your scope – In many instances you’ll have a very small and well-defined audience who is your target and your best bet for future customers. Use all the tools that you’re advertising program offers to limit your ad’s scope to reflect this audience. In what region, state, city or zip code do they live? What’s their age, gender and income level? Mostly all of the demographics you compile for your target audience can be incorporated into your ad’s scope in some way. Even if your ad calls for a broader focus, spanning several countries, you can still tailor the scope of each ad to its appropriate audience be creating separate keywords for each country. Don’t let your keywords, or your advertising dollars, get lost in translation. The time you spend on developing fine-tuned keywords to hit your target demographics and narrow your scope is time well spent in the long run.

Limit your runtime – Just like demographics, you can also specify at what time and how often you’d like your ad to run. Think again about your target audience. When are they most likely surfing the web or active online? These should be the key times you schedule your ad to run. If you don’t specify your runtime and leave it up to the advertising program, your ad may end up filling vacant slots at odd hours where they receive no attention, or attention from the wrong viewers. In either case, you can save money (and make money) by choosing an appropriate runtime for your ad.

Link to appropriate landing page – This tip may seem elementary, but if you were to click on several random ads running on Google or Facebook right now, you may be surprised by the irrelevant pages you land on. Only in very rare cases should your ad link to the generic homepage of your web site. Whatever you’re advertising or promoting should be the specific page you’re viewers are brought to upon clicking. Make sure your content is up to date!  If viewers clicked on an ad for your new book, viewers should be able to purchase this book on the page they land on without any additional clicks. If it’s an ad for a special coupon at your restaurant, link to the page with the coupon on it. While it may be tempting to take viewers to your homepage in hopes they’ll click on other links, it’s far more likely they’ll simply click “close” when they don’t immediately find what the ad promoted.

PPC advertising has the potential to propel your business forward if used appropriately. By placing your time and emphasis on developing a well thought out list of keywords and a defined target audience, you will maximize your advertising dollars and increase your chances of turning each click into a new customer!  

~Stephanie

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