Nice weather creates the right environment for fun at a tailgate, while the right targeting sets the stage for the for PPC success.
Targeting the right audience at the right time is essential for PPC because your message has to not only appeal to the right demographic but it also has to find them at the right time. Crafting a message that’s not specific to your audience will just be ignored among the clatter of the competition. Additionally, it can be costly to target searchers too early in the buying cycle, but you may miss out if your try to target them too late. Just like goldilocks, you want your targeting to be just right!
Tailgating food provides the sustenance that people need throughout the day, while detailed product/service specifics give shoppers the information that they need to decide whether or not to click on an ad.
PPC ads are pretty short, which makes it hard to include a lot of details and stay within the character requirements. Including pricing, inventory, and discount specifics can help convince shoppers to click on your ads. Furthermore, including product/service specifics (like model numbers, sizes, colors, etc.) that people may be searching for will help your ads to stand out and attract more clicks.
Engaging Ad Text
Entertaining games like corn hole and ladder golf get people involved in the tailgate, while engaging ad text gets people to interact with your ads and click or call for more information.
Dull, boring ads are just going to get overlooked by searchers. Your ads need to be engaging and persuasive, to not only garner attention but also make searchers feel connected to the ads. Using exciting action language, grammar, and punctuation will entice searchers to click on them. Make the most of what Google will allow you to use in your PPC ads – include an exclamation point, incorporate ampersands to free up more characters, and use dashes or vertical bars where they make sense.
You can also use Dynamic Keyword Insertion (DKI) to make the ads more engaging as well. DKI allows you to insert a user’s search query into your ad to make it completely targeted to the search they’re performing. This customization often leads to not only better click-through rates, but also higher conversion rates.
The purpose of a tailgate is to get fans ready for the game, while a clear call-to-action (CTA) prepares searchers for what they should do next, like call, download, sign-up, or buy.
Ads without a call-to-action leave searchers wondering what’s expected of them next. Will they be asked to make a purchase? Sign-up for more information? Download a product guide? Or something else? Before people will feel comfortable clicking on your ads, they need to know what to expect and those expectations have to be met once they get to your landing page, or they’ll just bounce and you will have paid for a worthless click.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!