9 Creative Ways to Make Your PPC Ads Even Better


The basics of creating PPC ads isn’t hard to learn. But developing AdWords campaigns that make the most of your ad spend can require practice and a little ingenuity. Experimenting with creative ways to make your ads resonate better with your audience can increase conversions and help your AdWords campaigns make a bigger splash. Here at Webrageous, we constantly strive to find fresh ways to boost campaign performance. Here are 9 techniques that you can test out in order to give your PPC campaigns a unique twist to boost performance.

1. Leverage Emotion

When crafting the perfect PPC ads, it can be easy to become so focused on technical details such as keyword choice and ad length that ad copy ends up sounding stilted and unrealistic. Lighten up your language and experiment with funny or emotional copy for your PPC ads. Using wordplay or clever references can help catch your audience’s eyes and make your brand more memorable. But be tread lightly — what one person might find hilarious might be offensive to others, so err on the side of being good-natured and .  

2. Use Color to Tell Your Story

Colors have powerful emotional connections to certain ideas and feelings. Many marketers experiment with color theory to increase conversion rates and convey ideas to their audience more effectively. For example, blue tends to evoke a sense of loyalty, trust, and dependability, which is why it is a favorite logo color for financial institutions and enterprise software developers. By contrast, shades of red evoke excitement and boldness, making them an effective choice for brands that want to impress a sense of action, adventure or playfulness — such as Coca-Cola and Nintendo. Try switching up the color of your CTA buttons or links to see if some colors resonate more with your audience than others.

3. Create Images that Pop

Display ads often use boring stock photos, but many consumers have seen these kinds of run-of-the-mill images so frequently that they glaze right over them. Splurge for higher end stock photos, or, depending on your product, take your own photos to make your display ads stand out from the crowd. You can leverage color here as well, by choosing images that predominantly use colors that correspond with the emotion you want to convey.

4. Pose Hypothetical Examples

Subtle clues that show that you understand the point of view of your customers can be an effective way to click with your audience. These might touch on their pain points, such as “Struggling to find the perfect fit?” or “Tired of searching for new car?” They could also be aspirational, like “Your dream home is waiting.” Using concrete examples helps your audience recognize their pain points and realize what success can look like more readily These cues can push them towards exploring your business as a solution.

5. Use Countdown Timers to Inspire Action

There’s nothing like a little pressure to spur a prospect who’s on the fence to take action. Putting a time limit on your PPC ads creates a customized “discount” for viewers. Fortunately, Google offers an AdWords widget that lets you easily add countdown timers to your ads. The timer displays an expiration date for the offer, creating a sense of urgency to compel prospects to take advantage of the offer while it lasts. The timer also defaults to the time zone of the viewer, so you can customize ads to feel completely current and relevant.

6. Use Data-Driven Qualifiers

Use concrete numbers and examples help quantify the value you’ll bring to your customers. Giving real data points will give your business’ ROI more weight and credibility. There are a number of metrics you can play with, from the number of years you’ve been in business, to the number of units you’ve sold, or the turnaround time for your services.

7. Go Hyper-Local

While you might want to target a relatively large geographic area overall, tailoring your ads to smaller regions can be an effective way to connect with your audience. Many A/B tests have proven that consumers prefer ads with more customization, and geographic customization is a relatively easy way to craft ads that resonate with your audience.

8. Leverage Awards and Honors

Shopping online requires a bit of faith on the buyer’s part and a little credibility on the seller’s. Try highlighting any industry awards, honors or distinctions that your business has received in your PPC ads. Calling these out can go a long way to assuring prospects that your business is worth their time and money, especially for goods or services where quality and recommendations are traditionally significant factors in making a purchase.

9. Reduce Perceived Risk

Sometimes, prospective buyers are simply looking for reassurance that your business is a “safe” investment. This is especially true with high-dollar goods and services, such as realtors and lawyers. As with calling out any public recognition your business has received, making offers in your PPC ads that can help build trust with potential clients. Offer a money-back guaranteed trial or a free trial of your services can draw more conversions, as users will see such an offer as a way to reduce risk.

Finding More Creative Solutions for PPC Ads 

To truly get the most out of your AdWords campaigns, your best bet is to A/B test a variety of techniques and discover what works best for your audience. If you’re looking to develop stronger, more creative PPC campaigns that perform more effectively, Webrageous can help you achieve your goals. Contact us today to learn more about the results we’ve delivered for other companies, and to discover what we can do for your business.

Image Source: Pixabay

“Always Be Testing” An A/B Testing Rule To Improve Conversion Rate

a/b testing

There’s an often quoted saying in the advertising world, coined by John Wanamaker, a famed early 20th-century advertising tycoon: “I know that half my ad dollars are wasted, I just don’t know which half.” Wanamaker’s words still ring true for PPC advertisers today. Developing high-converting PPC campaigns can seem like guesswork, and sometimes advertisers can feel like there’s no guarantee that their ads will perform well until after the fact.

Unfortunately, there’s no magic button on AdWords to optimize your ads and boost your conversion rate overnight. Nevertheless, improving conversion rates is a priority for many search marketers. And while there’s no secret formula to that will guarantee a high conversion rate, improving ad performance can often be achieved with A/B testing practices that follow the simple rule of “always be testing.” If you can commit to making A/B testing a regular part of your PPC campaign management, you’ll be rewarded with better CTR and conversion rates.

Why A/B Testing is Important

It can be hard to know how your audience will respond to your brand before you serve them any ads, and what you think will work best might not actually give you the best results when your ads are in action. Only about 22% of companies are satisfied with their conversion rate, meaning that nearly 3 out of every 4 marketer’s PPC campaigns are regularly failing to resonate with their audience. Fortunately, the digital nature of PPC ads gives marketers the ability to tweak and test new versions of their ads in an instant, and to run different versions of their ad simultaneously. By serving different ad variations to segments of your customers, you can find out which variations your prospects will respond to, and you can hone your message and presentation to better fit with their needs and expectations.

Oftentimes advertisers are obligated to make decisions about their PPC campaigns without having a strong foundation of evidence to support those decisions. What color should your “Download” button be? How do you select search ad copy that will garner the highest CTR? Every aspect of your campaigns has a wide range of variations from which you must make a selection. A/B testing allows you to make decisions about your PPC campaigns based on data gathered from real reactions from your prospective customers. When the results of A/B tests control the flow of your ad campaigns, you’ll be able to make better decisions based on the data you’ve collected, rather than subjective feelings and opinions.

How A/B Testing Can Improve PPC Campaigns

A/B tests can improve your CTR and conversion rate significantly, and savvy companies are wising up to the benefits  Both large and small companies can benefit from A/B testing; for example Google ran 7,000 A/B tests in 2011. It should come as no surprise that companies that are serious about advertising invest heavily in A/B testing. By leveraging A/B testing strategies to gain better insight into the preferences of your audience, you can hone in what converts best, from ad copy and messaging to landing page layout and design.

Well-tested campaigns can lead to measurably better advertising initiatives than their un-tested counterparts. In one instance, SAP was able to boost their conversion rate by over 32% by changing the color of their CTA button. Businesses with over 40 landing pages converted up to 12 times more leads than those with only 1-5 landing pages, and that’s no coincidence — testing multiple variations of your advertising and marketing materials allows you to see what works best and invest more of your ad spend in materials with a proven track record.

A Good Testing Strategy is a Continuous One

A common mistake made by novice search marketers is that they treat A/B testing as a one-time event. They run tests briefly, take a look at their results, then run their campaigns indefinitely based on those assumptions. But testing once isn’t enough. High-performing PPC campaigns are those that are carefully and actively managed. Consequently, A/B tests must evolve with your campaigns. And even if your campaigns are doing well right now, constantly testing and experimenting with your ad campaigns can keep you ahead of the curve in the long run.

Another important aspect of A/B testing is to make sure you let your tests run long enough. If you run A/B tests for a day or two and make assumptions based off the results of those flash-in-the-pan tests, you aren’t likely to see a big difference in your conversion rate. You need a larger data set to really understand which advertising materials perform the best. Marketing experts suggest running A/B tests for at least a week to ensure that you have enough information to make informed decisions about your campaigns. Your ideal test runtime may vary but, as a general rule, the longer you’re able to run tests, the better results you’ll see.

Always Be Testing with Webrageous for Better PPC Conversion

As the PPC advertising field gets more and more competitive, marketers are developing more sophisticated strategies than ever to stay ahead. 85% of search marketing professionals focused on improving their conversion rate with A/B testing this year. If you’re not using it as a tool to improve your campaigns you’re not being competitive enough.

Managing high-performing PPC campaigns and effective A/B testing strategies can be time and resource-intensive. Here at Webrageous we have a dedicated team of PPC campaign managers who can identify and manage your highest-converting AdWords materials to help you improve your conversion rate. Contact us today so we can help you achieve better results from your PPC campaigns.

Image Source: Pixabay

What To Do When Your PPC Campaigns Stop Getting Results


Love it or hate it, PPC advertising is a continuously changing landscape. Ads that converted well last month might flop this month, and it isn’t uncommon for previously successful campaigns to start to degrade as time goes on. Active maintenance is your best bet against poor PPC performance. If your PPC campaigns have stopped getting results, there are several strategies you can use to boost your conversion rate and revitalize your campaigns.

Strengthen Your CTAs

A common problem with underperforming ads is that they don’t include a strong call to action. Make sure that your CTA is strong, clear and specific. Getting specific with your CTAs is can make a huge difference; ad viewers are used to seeing (and ignoring) the same generic ads over and over again, so your ads must provide something unique to get attention.
For example, simple CTAs such as “Click Here” and “Download” are short and concise, but they don’t compel readers to take action. The best CTAs help the reader understand what they’re getting when they click. “Download Free Whitepaper” or “Sign Up Now” are examples of stronger CTAs that that will resonate with readers.

Test New Ad Copy Regularly

Even ad copy that once performed well can lose its luster over time. It’s a good idea to keep testing new ads continuously, even if your existing ads are performing well. Studies have shown that companies with many different landing page versions generate up to 12 times more leads than their competitors with only a few landing pages. The reason? More personalized landing pages have greater appeal to viewers across a wide audience, and allow businesses to test many different messages to find the ones that work the best.

To capture this high conversion rate, try diversifying your ad copy and testing new versions on a regular basis. You’ll be able to target your campaigns for a wider audience, and get a better idea of what messaging works best overall.

Run or Optimize Your Mobile PPC Campaigns

In the past, we’ve advocated for mobile PPC campaigns as an effective way to get the best performance out of your PPC ad spend. As mobile devices take up a larger market share and buyers make the shift from desktop to mobile browsing, it’s more important than ever to activate and optimize your mobile PPC campaigns. If your PPC campaigns are starting to lag, turning on mobile can help you reach a larger audience and connect with prospects that you might have been missing out on.

If you are already running mobile PPC campaigns and aren’t seeing the results you want, you might want to check to make sure that your campaigns are optimized for mobile performance. From writing mobile-specific ad copy to leveraging mobile ad extensions for better conversion rates, learning the nuances of mobile PPC management ensures that your campaigns yield the best results possible.

Adjust Your Keyword Match Strategy

Broad keyword match can be a great tool for reaching a wide audience, but that wide audience can also encompass viewers who aren’t a good fit for your business. If you’re relying heavily on broad keyword match but don’t have a high CTR, explore other keyword match options to help you hone in on a more precise audience.

Using broad keyword modifier match and leveraging negative keyword lists are two ways to make broad keyword match campaigns work more efficiently. These keyword match methods help your ads reach a more tailored set of viewers. As a result, you’ll waste less of your ad spend on viewers that aren’t interested in your business at all.

Optimize Your Ad Positions

Research has shown that the drop-off between the top three ad positions on Google AdWords is significant. In many cases, the conversion rate below the third position can drop to nearly 0%. If you’re not monitoring your average ad ranking closely, you might be paying for ad positions that don’t get any play. Because the performance of lower ranking spots can be dramatically less than the performance of top spots, ensuring that your average ad position stays in the top three positions is critical to having a high CTR.

Make sure that you adjust your bids to keep your ads in the highest positions possible, without overreaching your budget. Finding a balance between the right price point and the right amount of exposure can take some practice, but it pays off in the long run.

Review Google SEO Updates

Algorithm updates from Google can have a huge impact on the performance of your AdWords campaigns. Keeping up with Google’s near-constant updates to how their algorithm measures the overall quality of web pages can be a frustrating challenge when it comes to perfecting your SEO strategy, but it can also influence PPC ad campaigns since those algorithm changes can affect your Quality Score.

If you’ve experienced a sudden drop in PPC performance and a decrease in SEO ranking, it might be worthwhile to check to see if you’ve missed a recent Google update and adjust your SEO and PPC strategies accordingly. As a general rule, keeping tabs on what changes Google is making to their search network can help you stay ahead of the game.

Partner with Webrageous to Keep PPC Campaigns Active and Stay Ahead

Ultimately, strong, healthy PPC campaigns require regular maintenance to keep them performing at their peak. By keeping a watchful eye on your campaigns, you’ll be able to learn the signs of a lagging campaign and make adjustments to bring your conversion rates back up to the levels you want.

The PPC management experts at Webrageous have years of experience working with successful PPC campaigns. We dedicate time and resources to our clients campaigns to give them great advertising results without having to spend hours managing their own campaigns. If you’re still stumped on how you can jumpstart your PPC campaigns, call us for a consultation — we can show you how our PPC campaign management services can help you achieve optimal results for your advertising efforts.

Image Source: Pixabay