In the world of PPC management, improved click-through rates (CTR) lead to increased traffic and then eventually to improved quality scores and a higher ad rank.
The question that begs to be asked now is: how do we achieve this?
The folks at PPC Hero gave us these helpful PPC management tips.
1. Add a registered trademark or trademark symbol. You can apply for a trademark through the U.S. Patent and Trademark Office (USPTO). In PPC management terms, the impact of an ™ or an ® helps you achieve that more credible sense of authority. More authority can translate to more clicks. Trivia: Did you know that you can use ™ even if you are not yet officially registered?
2. Add a business image or icon with your location extension. You never know when Google might start displaying your business image on search results so it is best to be prepared. It can be in JPEG, GIF or PNG format.
3. Subscribe to AdWords Product Ads: Product Extensions and Product Listing Ads. This assumes that you already have a Google Merchant Center account for your e-commerce site. (Don’t have one yet?! Call your PPC management professional now!) Connect your AdWords campaign to it using AdWords Product extensions. Product extensions “add a visual layer to the display of your ads on Google’s predominantly text based search results.” You can also opt for Product Listing Ads which is a lot like Dynamic search ads but applicable only to products in your Google Merchant Center account.
4. Include Google+ social extensions. Any PPC management expert will tell you that having the Google+ social extension adds an element of social proof and endorsement to your ad. To add one, go to the “Ad Extensions” tab and then select add a new social extension. Add your Google+ business page in the Google+ URL text box. You can also link your site back to your Google+ business page. This would be extra helpful if you have a strong following on Google+. Since this is a relatively new field, it is likely that not too many AdWords advertisers will be on it.
5. Reviews. Like the Google+ social media extension, reviews add credibility to your ads and therefore up your chances of attracting more clicks in a competitive paid search space. PPC Hero suggests three sources of reviews: rich snippets review, product search seller rating extension, and via reviews from your Google Place profile page.
For more PPC management tips, keep reading this blog.
