When you need a product or service, do you head online to search for information or deals? Most people do, including your potential customers. In fact, four out of five consumers rely on search engines to find local info and prefer localized ads, according to a 2014 Google study. And they act fast—50 percent of mobile phone users and 34 percent of people searching on tablets or computers make a purchase within 24 hours of conducting a local search.
What does this mean for your business? Not putting time, effort and part of your marketing budget aside for online advertising means countless lost opportunities. And search engine marketing (SEM), which uses tools to precisely deliver paid ads within specific search results, should be high on your list of tactics.
SEM can be complicated, but drilled down it's about effectively targeting the right customer. And ad copy is vital—your words are what drives high click through rates (CTR) and low cost per click (CPC).
Effective ad copy should include:
- Clear messaging with no ambiguity or surprises.
- Correct contact information.
- Relevant keywords.
- Active language and strong call to action.
A controlled SEM approach can provide speedy results and helpful tracking benefits, but needs fine-tuning and finessing to be successful and cost-effective. Don't jump in without a clear strategy.
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