How to Write PPC Ads That Actually Convert in 2017

PPC Ads that convertIn terms of dollar for dollar performance, PPC advertising is one of the best most powerful tools in the internet marketer’s arsenal. But if you don’t know how to write PPC ads that convert, all the time and effort you put into your PPC campaigns will be for nothing.

The goods news? The principles behind high-performing PPC ads are simple to learn and easy to apply. And while recent changes to Google AdWords have made writing PPC ads a bit more complicated, learning how to harness the potential of these changes can send your click-through and conversion rates into the stratosphere.

Looking to take your PPC advertising campaigns to the next level this year? With this guide on how to write PPC ads, you’ll be drawing new clicks and new customers in no time.

Focus on PPC Ad Headlines First

When crafting PPC ads, the most crucial element will always be your headlines. That’s especially true now that Google has expanded AdWords headlines from a single headline of 25 characters to two headlines of 30 characters each.

Those two headlines will draw more eyeballs and generate more clicks than any other part of your ad, so it’s important that you invest the time it takes to make your headlines everything they should be. That means:

  • Including your targeted keywords
  • Offering a clear value statement
  • Including a call to action

Create Conversion-Friendly URLs for Your Ads

On any AdWords ad, your URL will appear directly beneath your headlines. This often makes it the second thing users see when they look at your ad. So take the time to create a destination URL that aligns with your campaign’s overall message, echoing one or more of the key points from your headlines.

Craft Copy That Compliments Your Headlines

The description portion of at PPC ad will always play second fiddle to the headline — but that doesn’t mean you should neglect the content in this part of your ad. When writing PPC ad descriptions, think of the description as complimentary text for your headline. Use this space to detail secondary points of value that your business offers.

Leverage PPC Ad Extensions to Draw Clicks

AdWords extensions are a great way to stuff extra information into your PPC ads. More importantly, they take up valuable real estate on search result pages. With the right combination of extensions, your ads can take up two or three times the space of your competitors’ ads, helping you draw more clicks.

Some of the best extensions available include:

  • Sitelinks extensions, which offer alternative links to other pages on your site.
  • Location extensions, which allow you to include your address and hours within ads.
  • Call extensions, which make it possible for users to place a phone call directly through your ad.
  • Review extensions, which incorporate online reviews from reputable third-party sites.
  • Callout extensions, which allow you to add short, additional blurbs beneath your description.

Go Granular with Device & Audience Targeting

It’s no secret that segmenting and microtargeting are winning strategies in PPC advertising. So be sure to structure your campaigns in a way where you’re targeting your target markets as precisely as possible. Whether you’re targeting geographic locations, age ranges, audience interests, or specific devices, having a clear sense of who your strongest targets are will be invaluable in getting your ads in front of the right eyeballs.

Ready to take your PPC advertising efforts to the next level? As a Google Premier Partner, Qiigo can help you research the right keywords, draft your campaigns, and write killer content for your PPC ads. Call us today at (888) 673-1212 to find out how you can get started.

Gain Insight with Multi Channel Funnels From Google Analytics

Conversion tracking tells you when visitors to your site buy your product, complete a form, schedule an appointment, or do something that you want them to do. Setting up conversion codes is the basis of a successful online marketing campaign because it allows you to track how your website is doing and how your customers are interacting with you.


Currently, all the credit for closing the sale goes to the last ad, search or referral your customer clicks on before the conversion. Wouldn’t it be great to know what other marketing channels are playing an integral role in getting your customers to that final click? Now you can!


Multi Channel Funnels from Google Analytics is designed to help you track the role website referrals, searches, and ads play in a conversion. These new sets of reports will also tell you how much time has passed between a visitor’s initial interest and his or her purchase. With Multi Channel Funnels you will be able to:

  • Gain insight into which channels customers interact with during the 30 days prior to conversion
  • See which channels initiate, assist, and complete conversions.
  • View interactions with virtually all digital channels, including paid and organic searches, affiliates, social networks, and display ads.

For more information about how Multi Channel Funnels can benefit your marketing campaign, call Qiigo today.



Get a Sticky Landing Page that Minimizes Bounce Rate

bounceYou’ve just checked out your landing page stats and your bounce rate is through the roof. Wondering what is going on? Lots of clicks for your online ads, but no one is sticking around to find out what your page has to say? It’s a common problem. Here are a few simple reasons why your landing page may not be as “sticky” as it should be.

  • Your Ad and Your Landing Page Don’t Mesh. Do your ad and your landing page tell the same story? Do they have the same feeling and leave the same impression on visitors? If not, it’s likely those visitors are jumping off as soon as they land. Create that “stickiness” factor by ensuring you have created a connection between the messages on both pages.  If your ad is warm and cozy and your landing page is slick and cool, you are going to turn people off.
  • Give Clear Directions. Do you have a call to action? Is it clear? Be concise and direct. Tell visitors to your site what you would like them to do. “Click here to receive $10 off your order!” Don’t make them guess or jump through hoops to figure things out.
  • Don’t Be A Show Off. No one wants to hang out with a know it all. Use an easy, conversational tone that sets your visitors at ease. Speak their language and use a tone that is comfortable for them, make them feel welcome.
  • Keep It Simple. Don’t overload your landing page with too much copy. Keep it simple, make it easy to read. Keep sentences short and focused with crisp and concise thoughts. No long winded rambling monologues. Think in bullet points.
  • Don’t Rush It. Don’t be that seedy sales person who misses all the social cues and goes in for the hard sell. Take the time to build rapport with the visitor. Don’t demand the whole enchilada as soon as your visitor arrives.

If your bounce rate is high and your landing page could use a little “stickiness”, contact the Qiigo team.  Let us help you improve your landing page structure including engagement strategies that will decrease your bounce rate. For more information call (404) 496-6841 or (888) 673-1212.

 

 

Online Marketing Lures Small Business

Advertising and Marketing Spending by US SMBsBy 2015, small and medium sized businesses (SMBs) are expected to spend nearly $17 billion on digital advertising. This number represents nearly 70% of SMBs totally marketing budgets. The remaining 30% of their advertising budgets will be directed to traditional advertising media outlets. This will represent a significant decrease from the 52% of budgets spent on traditional advertising in 2010.

The 70% that will be allocated to digital channels will breakdown as follows:

  • Online/Digital: Includes mobile, social, online directories, display, and digital outdoor
  • Performance-based Commerce: Includes pay-per-click, deals, and couponing
  • Customer Retention Solutions: Includes email reputation and presence management, websites, social marketing, and calendar/appointment-setting

During this forecast period, spending in traditional advertising outlets is expected to be flat with $10.8 billion spent in 2010 and $12.1 billion to be spent in 2015. However, overall spending on media, marketing and business solutions will grow dramatically from $22.4 billion in 2010 to $40.2 billion in 2015.

BIA/Kelsey also expects spending on performance-based commerce and transaction platforms to increase to $4.6 billion in 2015 up from $1.7 billion in 2010. Customer retention spending is also expected to increase. 2010 saw customer retention spending of $3.5 billion; this number should rise to $6.9 in 2015.

With so much spending expecting to shift to online marketing outlets, where does your company project their marketing plans for the future? If you are considering online marketing and don’t know where to turn or how to get started, talk to the experts at Qiigo. Let us show you how easy it can be to achieve internet marketing success.

Google Directions Increase Interaction with Ads

Google Directions is a feature of local extensions that allows customers of Pay Per Click advertisers to “map the quickest route from where they are located to a business they want to visit.” Directions has shown to increase interactions with ads and be beneficial to users. When a Pay Per Click advertiser enables the location extensions feature, they can also activate the Directions option. A typical ad with the Directions feature engaged looks like this:

Google Directions

When the consumer clicks on the Directions link it automatically maps the quickest route to the store from the consumer’s location. Consumers can use the Directions link from their desktop, mobile search ads, and Google Maps for Mobile on Android or iPhone.

Google has recently announced that they will be adding new performance metrics for the Directions link. These metrics will appear alongside those for clicks and phone calls.  Clicks on the Directions link will also be charged as a click on all Pay Per Click campaigns moving forward.

So how will this impact your Pay Per Click campaign?

We already know from experience that any customer who is ready to click on the Directions link and immediately head to your location is an actively engaged customer. This is a customer who is ready to spend and has passed the research stage of the buying cycle. So clicks on the Directions link should generate a sale.

Additionally, clicks on the Directions link will filter out those people who are investigating how far away your location is from them.  It eliminates the need for your staff to spend time on the phone qualifying the customer as they have already pre-qualified themselves.

Clicks on the Directions link will be counted the same as a click on the headline of the ad, so you still get the benefit of seeing the results of your clicks without having to spend valuable time on the phone. Instead those customers who are motivated can get their directions automatically and then head to your store to engage your services.

SEO and PPC are Among the Most Measurable Channels (via DM News)

Direct Marketing News LogoQiigo was recently featured in the Direct Marketing News, the industry leader in providing news on trends and technologies in marketing.  The article entitled “SEO and PPC are Among the Most Measurable Channels” was prepared by Rick Batchelor, CEO of Qiigo, and looked at the importance of SEO and PPC advertising for Direct Marketing News.

Click here to read Rick’s article “SEO and PPC are Among the Most Measurable Channels” from Direct Marketing News.

Or click here to view a PDF of the DM News article – DM News article.

Don’t Ever Hear “We Couldn’t Find You Online” Again with Qiigo Pay Per Click

Any Lab Test Now

Being a new entrepreneur can be scary, especially when you have your entire life invested in your business. When you are just getting started, or even when your business is more established, it’s incredibly frustrating to not hear the phone ringing. Then to hear your clients say “We can’t find you online” or “We didn’t know about your service” is enough to make a business owner scream! When Jana Braden of San Angelo, Texas heard that from her ANY LAB TEST NOW® and InShapeMD™ clients, she knew it was time to sign up for the Qiigo Pay Per Click campaign.

InShapeMD

With no previous experience with Pay Per Click campaigns, Jana wasn’t really sure what to expect. What she has gotten is an amazing turnaround. On the ANY LAB TEST NOW® side, Jana says, “I am so pleased with the results. 90% of my business is coming from the Qiigo Pay Per Click campaign.” For InShapeMD, Jana is getting at least half her business from the Pay Per Click campaign. Jana now breathes easy and gets to hear her clients say “I found you online!”

Helping our franchisee partners increase their leads and get the phone ringing is one of our main goals at Qiigo. We understand that our success is tied to your success, that’s why we don’t just “set it and forget it”. The Qiigo team is actively engaged in monitoring all Pay Per Click campaigns. We are always looking for ways to maximize your call volume and minimize your Cost Per Click.

By eliminating bidding against other ANY LAB TEST NOW® locations, eliminating unproductive keywords and utilizing various techniques to stretch your monthly budget, we are working to ensure that each franchisee gets the most bang for their buck. Your dedicated Account Manager, Zach Dickens, is always available to answer questions and work through the various metrics to find the important and meaningful nuggets of information for your location. Of course, you can also get vast amounts of information from the online call dashboard and the weekly Desktop Dashboard that is emailed to participating locations. With so much information at your fingertips, you will never again have to wonder what is going on with your Pay Per Click campaign.

To sign up for the Qiigo Pay Per Click campaign, or if you have questions about how Qiigo can get the phone ringing at your location, simply call Zach Dickens at (888) 673-1212 Ext. 875.

Success Dials In – Nashville and Qiigo Off to Strong Start

Any Lab Test Now

Every franchise owner wants the phone to ring and ring often. But initiating traditional marketing strategies like TV, radio, print and direct mail can be costly. On average, it can take $50-$60 to make the phone ring using traditional methods. But with an active PPC campaign through Qiigo, your cost per lead can be reduced by as much as 80%.

When new Nashville owner, Barbara Edwards, opened her store on June 1, she did so in conjunction with the launch of her Qiigo Pay Per Click (PPC) campaign. It was the only advertising in place for the launch and Edwards has been extremely happy with the results, particularly, the number of calls and the cost per lead.

“We ask everyone who comes in where they heard about us and everyone says ‘the internet’. They also tell us that we were the top 1 or 2 in their search results list. Our phone just keeps ringing, even on the weekends! I am very pleased with the results that the Qiigo campaign has delivered,” said Edwards. Since her campaign launch, she has seen over 125 leads with an average cost per lead of $10.03. Qiigo’s efforts helped the Nashville location bring in over $6,000 in revenue for its first month in June.

With a dedicated account representative, Edwards is impressed with how easy it is start a campaign, to learn about the Qiigo program and comprehensive metrics, and to utilize the technology to make better strategic marketing decisions that positively affect revenue. “I like all the details and am looking forward to having more time to examine all the metrics, which are at my fingertips whenever I need them,” she said.

Another feature of the Qiigo PPC program is the call tracking system. This turnkey solution provides owners with full visibility into their campaigns, specifically number of calls, reverse caller ID lookup (showing the zip code from which the call originates) and recording. This feature is included with the cost of your Qiigo PPC campaign and provides the following information:

  • Recording of all inbound calls.
  • The ability to download all recorded calls for future training and to maintain quality control while you are away from your store.
  • Calls tracked by day of week, time of day, status (answered, voicemail, hang up, other) and campaign.
  • A zip code report of all calls to help you identify where expansion should be targeted.
  • Caller identification including name, phone number and location.
  • The ability to save notes in the system regarding each call, including who the call was assigned to, revenue generated by each call and any notes you would like to add.

Additional call tracking numbers for other marketing campaigns (i.e. direct mail, etc.) are available through Qiigo. Together with 24/7 access to the comprehensive data and call tracking system, Qiigo is an extremely valuable tool in helping you manage your marketing campaigns and overall business.

If you’re interested in learning more about how Qiigo and the Call Tracking system or how to initiate your PPC campaign, please call Zach Dickens at (678) 999-3941.

O’Fallon, MO Off to Strong PPC Start

Any Lab Test Now Building

As more and more franchisees initiate their Pay Per Click campaigns with Qiigo, a full-service online advertising company and a required vendor, more and more success stories are developing.

One such success story is the O’Fallon, Missouri location, which implemented its PPC campaign on June 1. Since switching from a previous vendor, Eddie Merabet’s store revenues increased 180% from $1,600 to $4,600. Drawing success from keywords such as ‘blood test’, ‘DNA blood’ and ‘STD’, the O’Fallon location is pleased with the notable improvements in results.

“I have seen a very dramatic change from my previous campaign and vendor. I am getting are very solid leads,” said Merabet. “This is exactly what I wanted from a PPC campaign. Although I was skeptical at first, Qiigo has delivered on everything they have promised. I would recommend Qiigo to any franchisee.”

Merabet is able to verify that his leads were generated by his Qiigo PPC campaign by actively managing his store’s call dashboard, which is given to each store that starts a campaign. This real-time system updates as calls are received and provides useful information including reverse look-up caller ID, time and duration of each call, call status and call recording. Qiigo account holders are able to use this valuable information to make strategic staffing and marketing decisions, and most importantly, measure return on investment.

Unlike other providers, Qiigo’s PPC solution is adjusted on a daily basis by its superior automated system. Through constant monitoring, Qiigo can provide maximum value (cost per click) among all franchisees without the risk of bidding against other ALTN locations, or paying too much for each click. In addition to its comprehensive dashboard, Qiigo’s PPC data is integrated with our new Sugar Customer Relationship Management system, which will be available system-wide over the next few months. Your PPC information will help you determine which “keyword” is resulting in a sale (down to the transaction level), as well as keeping valuable customer data (including zip codes, phone number, etc.) to enhance your other marketing efforts. Qiigo provides an easy to understand system that allows you to easily navigate the often confusing world of online advertising (specifically, PPC).

But it’s all about results, or in marketing’s case, leads (or phone calls). It is estimated that your PPC campaign with Qiigo – given a $1,000 budget – will typically deliver 80 inbound calls per month. With your trained Medical Assistant and commitment to customer service, most of these calls will result in a sale, which will increase your revenues. Qiigo’s system offers accountability for every dollar spent, helping you maintain a profitably business.

“Utilizing a single PPC vendor allows ALTN franchisees to leverage the power of the group and take advantage of economies of scale. As franchisees and Qiigo continue to work together, everyone will benefit from the collective knowledge and experience of the group. Additionally, individual franchisee locations will benefit from a lower monthly management fee as more franchise locations sign up and will no longer compete against each other for the click, thus driving down their Cost Per Lead. Furthermore, this consolidated PPC effort will protect the brand and better yet, increase leads at the store level by as much as 10-20% or more depending on the territory,” said Qiigo President Rick Batchelor.

Sarasota’s PPC Program Brings Instant Success

After purchasing the Sarasota store early last month, owner Patrick McManus is having success with ANY LAB TEST NOW®’s new Pay Per Click (PPC) partner, Qiigo. His PPC campaign began the same day his store opened (June 1), and the phone calls flooded in.

Any Lab Test Now Building

“Partnering with Qiigo has been great. Everyone there has gone above and beyond to help me get started and answer all my questions,” says McManus. “I knew that having a solid PPC campaign in place was important. Working with the team at Qiigo was absolutely the right decision. I couldn’t ask to work with a company with a better philosophy or quality product!”

In the first two weeks, the Sarasota PPC campaign generated over 45 leads with an average cost per lead of $7.66. From a small business standpoint, Cost Per Lead (CPL) is the most important metric because it means an action has been taken – the customer has made a phone call after clicking on the ad. On the contrary, Cost Per Click (CPC), another common metric, means the user “clicked on the ad” (the ad you paid for it), but no ‘action’ was taken. In comparison with PPC, the cost per lead for direct mail can exceed $38 per lead.

Qiigo specializes in centralized PPC and Search Engine Optimization (SEO) management for franchise companies. As part of the relationship, Qiigo offers ANY LAB TEST NOW franchisees dedicated support, full integration with our soon-to-launch SugarCRM system, extensive real time tracking and reporting features (built into the system), call tracking (which records the phone number), incoming call for training and quality control, and reverse look up. The tracking data also tells franchisees which zip codes callers are coming from, providing insight for future marketing strategies and possible location expansion. One of the best features with Qiigo is its ability to help franchisees in the same city save money by preventing them from bidding their PPC campaigns against each other.

Because of the myriad of benefits with this fully integrated solution, Qiigo is a required PPC vendor. If franchisees are currently involved with another PPC vendor, it is recommended to honor the duration of your contract and migrate over to Qiigo after its completion. For franchisees using another Pay Per Click vendor, those who sign up with Qiigo before August 1 will have their Set Up fee waived – a $300 value!

To get started with Qiigo today, please call our dedicated account service representative, Zach Dickens at (678) 999-3941.