//How to pre-qualify traffic with PPC ads and increase ROI by @timothyjjensen
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How to pre-qualify traffic with PPC ads and increase ROI by @timothyjjensen



how to pre qualify traffic with ppc ads and increase roi by timothyjjensen - How to pre-qualify traffic with PPC ads and increase ROI by @timothyjjensen

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At first glance, getting a higher clickthrough rate (CTR), more clicks, and more conversions can be very interesting in a report. However, do these clicks and conversions come from the right people?

Unskilled conversions do not pay bills.

Yes, you want to be sure to target the right audience and use the right keywords.

But, going a step further, a carefully written copy ad copy can also help identify people who are irrelevant, limiting the number of clicks to your account. real potential customers.

Learn how to use PPC ads to pre-qualify traffic, discourage unwanted users, and get a better return on investment.

1. Define a qualified conversion

Start by defining what is a qualified conversion for the company you are advertising.

For e-commerce, this may mean any sale with a positive ROAS, a sale above a certain amount or sales of specific priority products.

For a B2B company, this may mean sending a form by a person who best suits the service (for example, a director job title and a + de company). 1,000 people.]

For a SaaS product, this may mean a contact that records for a product demonstration.

Especially in the context of PPC lead generation, note that a qualified lead does not, necessarily means a closed agreement, it simply refers to a person who meets the criteria of your ideal target customer and who has shown an interest in your product.

] Depending on your business model, ideal potential customer criteria may include such factors as:

Income.Age .Parental status.Geography.Home property.

B2B-specific criteria may include:

postes.Tail the company.Industry.

2. Talk to your audience

Once you've identified the right people, think about how your commercial can speak directly to this audience.

Collaborate with the marketing team and decision makers. for identify personalities and understand what content will appeal to these personalities.

For example, a college may promote adult education classes.

Message to teens and their parents, the approach taken by many university undergraduate advertisements. A dormitory living preview day is probably not the best message for attracting older students.

Speak instead to adults who wish to continue their education might include posts like "Looking for a new career?"

With this sentence, you talk to people who have already entered the job market and are looking for a change.

You can also talk about benefits such as evening classes, which will particularly appeal to those who wish to learn outside a daily schedule.

Another example would be a home-based service company that wants to strictly reach homeowners.

It is unlikely that tenants make a decision regarding the choice of HVAC business when their furnace drops, but it is the homeowners who pay the bills.

In this case, using phrases such as "Your home is your investment" will help to appeal more directly to landlords versus tenants who are just solving problems.

3. Use Qualifying Words

Think of words that distinguish your brand from others that do not match the audience you want to reach. For example, if a user searches for a term that matches your brand but is not a potential customer, email may discourage him from clicking.

Do you sell products for high-income consumers and are you trying to discourage people looking for cheap offers? Use words like "luxury" and "high end".

In the B2B space, qualifying words can set the tone for the types of businesses you want to attract. Do you target small businesses? Use words like "SME" and "startup".

Are you targeting larger companies? Use words such as "business". If you work with Fortune 500 companies, mention it in your copy.

In addition, if you bid on keywords that can be searched by B2C and B2B audiences, such phrases as "For Business" can help put Consumers routed when you only want business professionals to respond.

4. Mention specific numbers

Next, think about the numbers that can differentiate your business. Figures can define anything from company size to income, to age, depending on your target audience.

If your product targets companies of a certain size, mention size thresholds in your ad copy.

For example, I work with a client who runs an online brokerage firm, helping web-based businesses sell their sites.

In order to combat the bids of people with unprofitable activities, we explicitly mention the emphasis on "6- 7 figure" sites. For example, an ad reads: "Partner with the online brokerage firm that sells more than six or seven digit e-commerce sites."

In another case, I started a campaign for a retiree community. To ensure that people in the appropriate age group submitted inquiries, the ads mentioned "Community 55+".

5. Use ad extensions

Extensions provide an excellent opportunity to add details and clarify brand messages beyond the copy of the Main ad.

Legend extensions can reinforce previously discussed issues, such as the size of the companies you work with. as well as numbers (eg income amounts, age limits).

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svg%3E - How to pre-qualify traffic with PPC ads and increase ROI by @timothyjjensen Example of Pricing Extension

Price Increases Can Give an Idea costs, to help people determine if your product or service is in their affordable range.

For example, a SaaS company might quote prices for different levels of software. Users will know from the outset if they can afford to buy the product if prices are easily visible.

Structured code snippet extensions can highlight a "quick list" of the types of clients you work with.

For example, you can provide software used by financial institutions, so you can mention "types" of banks, credit unions, investment companies, and so on.

This will help discourage people from irrelevant areas to click. You can also list available services to focus on people searching for these items.

Start the tests!

As all CPP professionals know, testing the quality of ads is the key to a successful campaign. "19459009]

While the application will be different for each company, think of a copy that you can test to better target the target audience.

Determine who fits a qualified conversion categoryTake the message best suited for those people who might be clicked on by people outside your target audience Identify eligible words and numbers that help define your company's targeted users.Create ad extensions for more information of precision.

Define your public, start writing and start to test!

More resources:

Credits of the image

Selected image by Pixabay.com
by author, Febru ary 2019