Improve Your Call-to-Action in PPC Ads

The key is to tightly connect and reiterate the messaging and call-to-action from the ad copy to the landing page.

buy-nowIn developing online pay-per-click (PPC) campaigns, there are so many components to consider – keywords, ads, settings – we find ourselves occasionally forgetting something. Even the best-planned programs will fall flat without a simple call-to-action (CTA).

I dusted off my marketing dictionary from the ’90s and found that the principle of the call-to-action hasn’t changed: “A statement usually found near the conclusion of a commercial message that summons the consumer to act.”

With consumers constantly bombarded with advertising messages in search results, social networks, and content websites, advertisers need to clearly indicate the action they want the user to take within the ad copy and on the landing page.

Crafting the ideal CTA can be challenging, especially considering the limited ad space and limited time you have to capture the consumer’s attention in an online ad. The key is to tightly connect and reiterate the messaging and call-to-action from the ad copy to the landing page. This reinforces that the searcher has landed in the right place and tells her what to do next.

How to create the perfect call-to-action?

Start with what you need the consumer to do on the website. The call-to-action will always contain an action word – a simple but strong verb:

  • Register
  • Sign up
  • Contact
  • Subscribe
  • Purchase
  • Download
  • Upgrade
  • Join
  • Post
  • View/tour (as in a demo or page)
  • Browse (as in selection or options)
  • Learn more
  • Donate
  • Try (as in a product trial)

Next, it will contain a reason to act. For example, there is a benefit for the searcher to respond, such as a special price, exclusive offer, or other benefits.

  • Promotions or offers
  • Pricing or discounts
  • Sense of urgency or deadline
  • Exclusivity
  • Other benefits to responding (e.g., save time, save money, increase productivity, etc.)

Now, put these concepts together to form a clear and concise statement both in the ad copy and on the landing page. You will likely need a slightly shorter version for the ad since it has limited characters.

  • Buy now and save 10 percent
  • Shop early and save more
  • Sign up today for free members-only trial
  • Register for free account today
  • Subscribe and get a free ebook
  • Get a quote and learn how we can save you money

There are endless options to create concise and strong calls-to-action to make your campaigns successful. Try testing different combinations to determine what yields the best performance for your business and audience.

Buy Now image via Shutterstock.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource