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PPC and online marketing strategies - theEword Academy

PPC and online marketing strategiestheEword online marketing manager Mark Baker looks at how to effectively use language in Pay-Per-Click (PPC) campaigns

Content in PPC campaigns

PPC advertisements offer a limited number of characters in which to sell a website to users. In 25 (title) and 70 (body text) characters, online marketing teams must inform, engage and inspire.

To this end, PPC campaigns must be to the point. You usually have only 12 words or fewer to persuade users to visit your site. Be succinct and be direct.

Online marketing best practice

A PPC campaign should ideally include two mentions of the intended keyword. It is considered best practice to include a keyword in both the headline and in the body. Capitalisation is also an accepted standard in PPC campaigns. Capitalise the first letter of every word to ensure the body and headline text catches the user's eye.

Have a unique selling point

In order to stand out against rival PPC campaigns, an advertisement needs individuality. One of the easiest ways to assure this is to create a unique selling point. Many online marketing campaigns focus on current deals or promotions being offered by a website. The following is a search for the highly competitive term 'online shopping'.

PPC and online marketing campaign - 'online shopping'


Over half of these campaigns are highlighting current promotions or sales. And for good reason. PPC advertisements should highlight current promotions in an attempt to convince users to click.

Call to action

A PPC advertisement needs to feature a 'call to action'; a phrase which encourages users to choose that particular advert. Some examples of these include:

  • Play now
  • Join now
  • Register today
  • Buy now

These calls to action are vital if users are to click a particular PPC advert. It is essential that the phrase inspires urgency and immediacy, as it encourages users to immediately choose that advert amongst all others.

Evolve a PPC campaign

Write two or three different PPC advertisements. During a campaign, search engines such as Google will begin to display the most effective advert more frequently than other varieties. Take lessons from each campaign and use proven words and phrases in different online marketing strategies.
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