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The Customer’s Role In A PPC Strategy


Why It's Important to Remember the Customers Journey In Strategy Development

In the world of pay-per-click marketing, it’s important for anyone who wants to promote their business to keep in mind the customer's perspective and intention when developing your strategy.

In the world of pay-per-click marketing, also known as PPC, we can fall into the trap of using the best practice approach to ads, landing pages, and messaging in general. It’s important for anyone who wants to promote their business to keep in mind the customer’s perspective and intention when developing your strategy. 

Ad Messaging

Everyone who has done any paid search advertising has spent time brainstorming which headline and description pop out the most and working on your keywords in clever ways, so they have a better chance of getting clicked over the competition’s ads. However, a lot of us forget that whether the ad stands out or doesn’t, what you’re saying needs to pique the interest of the searcher. 

It’s important to understand the user’s perspective by keeping in mind the intent of the keywords you’re bidding on. If someone is searching for a price on a service or product, they will more likely choose the ad with price points or the mention of a deal versus choosing the ad that cleverly uses the brand name with a double meaning. Be sure to double-check your ad messaging with what you’re bidding on to speak on the users’ intent and hook them with a solution to their search.

Ad Types

Be wary of how different ad types will display your ad copy. As an advertiser, you have to know what tools, ad types, networks, and products look like to a potential customer. Be wary about what shows so you can ensure your main message gets across. For example, responsive search ads pair your 15 available headlines with your 4 available descriptions in various ways to learn what works best for your account (if you don’t pin your assets). This means that there are over 40,000 ways your ad can appear to a customer. You need to make sure that the way you build your ad will still get your message across. 

Ad Extensions

It’s great that the search ad platforms have developed a litany of different extensions to support your ads and give you more room to speak to the user. The only downside to these extensions is that you need to do your due diligence to make sure you don’t contradict or draw focus from your main messaging. The point of the extensions is to support the messaging with more relevant info/options to meet the users’ intent.

Landing Pages

Once a user clicks your ad, you need to be sure you don’t lose them from the messaging that drove them there in the first place. If you’re speaking about your newest deal in the ad, make sure that when they get to the landing page, it is clear and easy for them to continue to follow that line of interest. 

The customer searches a keyword you’re bidding on with intent. Utilize that intent to lead them on a journey that will result in higher click-through rates, more website visits, and new business for you.

At Tandem Buzz, a boutique digital marketing agency located in Fort Lauderdale, we are experienced in helping guide customers on their journey. Our busy bees are experts at PPC, SEO, creative services, and more. To find out more about how we can help your business, contact us today!