Once you decide to use ppc marketing, you need to ensure that amongst other things, your content assets are in place. Though this is not a comprehensive checklist of such items, rest assured it takes care of a majority of such assets. Slight variations might happen across industries, target audience and campaign objectives.
Ad copy refers to the text that appears in your PPC ads. It is a crucial content asset that grabs the attention of users and compels them to take action. Ad copy should be concise, persuasive, and tailored to specific keywords or audience segments. It typically includes headlines, descriptions, and call-to-action phrases.
Landing pages are standalone web pages specifically designed to receive traffic from PPC ads. They are essential for converting clicks into leads or sales. Landing pages should align with the messaging and intent of the corresponding ads, providing relevant and compelling content to encourage users to take the desired action. They often include engaging headlines, informative product descriptions, persuasive testimonials, compelling visuals, and clear calls-to-action.
Video content is becoming increasingly popular in PPC marketing. Video ads can be used on platforms like YouTube, social media, or even within search results. Video content assets include high-quality videos that effectively communicate your message, showcase products or services, and engage viewers. Videos should be attention-grabbing, concise, and optimized for different platforms and viewing devices.
Display ads rely on visual content assets to attract attention and convey messages effectively. These assets include images, graphics, logos, and banners. Display assets should be visually appealing, on-brand, and optimized for different ad sizes and formats. They play a crucial role in creating a strong visual impact and capturing the interest of users browsing websites or social media platforms.
Keyword Research and Selection: While not content assets in the traditional sense, thorough keyword research and selection are critical for PPC marketing success. Keywords are the foundation of PPC campaigns, and choosing the right keywords ensures that your ads reach the intended audience. Keyword research involves identifying relevant search terms and phrases that align with your offerings and the intent of your target audience.
Ad extensions provide additional information and functionality to your PPC ads, making them more compelling and relevant. Examples of ad extensions include sitelinks (additional links to specific pages on your website), call extensions (displaying your phone number), location extensions (showcasing your business address), and more. Ad extensions enhance your ad's visibility and offer more opportunities for users to engage with your business.
Remarketing Assets: Remarketing is a strategy that targets users who have previously visited your website or interacted with your brand. Remarketing assets include customized ads and messaging specifically tailored to retarget these users. By leveraging audience data and behavior, you can create content assets that remind previous visitors about your offerings, present special offers, or reinforce brand messaging to encourage conversions.
The quality and relevance of content assets play a significant role in driving click-through rates, conversions, and overall campaign success.
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