May 14

B2B Marketing: 3 simple tips for creating PPC ads

Marketing Strategy

4  comments

When it comes to PPC ads, writing copy with a limited headline and description character spaces can be tough.

Copywriting in a confined space can feel more like an art, especially when you consider crafting social media PPC messaging for a highly targeted audience versus search engine ads, in which a keyword strategy impacts your message.

Overall, I’ve seen in my experiences in working with our Research Partners that the basics of copywriting are often the first casualty in PPC ad design. Here are three basic tips for creating ads that you can use to help you communicate effectively with prospects.

Tip #1. Highlight your value proposition

If your value proposition is unclear, you are missing opportunities because prospects are naturally attracted to choices that provide them with the most value.

Your PPC ads should be focused on answering the central question that is at the heart of all your marketing: “If I am your ideal prospect, why should I click on your PPC ad instead of your competitors’?”

Delivering a marketing message that communicates value in less than 100 characters is difficult, but it’s not impossible and necessary.

Also, here are a few more questions every marketer should ask themselves regarding value proposition development when crafting PPC ads:

  • What problems does our product or service solve for our prospects?
  • How will our products or services improve their business?

Tip #2. Prepare prospects for what to expect after they click

It’s important to remember the job of your ad is to get a click from a prospect. A way to help you do this is by preparing visitors for the action they will be taking once they have clicked on the ad.

Including information about what visitors can use your website for, such as “browsing,” “view pricing,” and “save favorites,” will clue prospects into what they can do on your landing page.

Tip #3. Relevant images matter

A PPC ad is a lot easier to change than a website. As I mentioned in the last tip, your ad needs to effectively communicate what the visitor can expect on the landing page. This idea is all about relevance.

LinkedIn ads specifically let you use images as part of your advertising, which is a boon to your communication efforts, given that a picture is worth 1,000 words.

The screenshot above is from a few ads on my LinkedIn page that are a good example of why using the right image in your ads is important.

Maybe green neckties are somehow relevant to email marketing, but I do not see the connection.

On the other ad, an image of Cornell’s logo and the 12-week certification copy make much more sense to me as a prospect. Granted, the ad also has some room for improvement, but the image and copy work together to set the right expectations.

To learn more, you can watch the free on-demand MarketingExperiments Web clinic replay of “Optimizing PPC Ads.” Also, feel free to share any recommended tips you have for PPC ads in the comments below.

Related Resources:

Social Media: How Motorola Solutions uses Facebook to generate more engagement

B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities

Marketing Research Chart: What is the biggest B2B marketing challenge?

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. One of the best kinds of PPC ads available today are Google’s remarketing display ads. What’s great about them is that you can segment them by behavior, so if people have been to your home page but not your sales page, you can direct them there. If people land on your shopping cart but don’t buy, you can run ads to send them back to the shopping cart and complete checkout. The power to segment is one of the most powerful advancements in marketing technology in the past century. I didn’t know this when I started but I called Simon (302-401-4478) and I got help. Now I make 22.37% more on my display advertising than I did before and I’ve been selling a lot more product.

  2. One of the best kinds of PPC ads available today are Google’s remarketing display ads. What’s great about them is that you can segment them by behavior, so if people have been to your home page but not your sales page, you can direct them there. If people land on your shopping cart but don’t buy, you can run ads to send them back to the shopping cart and complete checkout. The power to segment is one of the most powerful advancements in marketing technology in the past century. I didn’t know this when I started but I called Simon (302-401-4478) and I got help. Now I make 22.37% more on my display advertising than I did before and I’ve been selling a lot more product.

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