You’d be shocked and amazed by how much prodding your prospects will require when you need to them to perform certain actions along your conversion funnel. This is true even if your prospects were led to your website because they were specifically looking for a company like yours! A good CTA is the remedy!
One of the greatest mistakes that many marketers make is the mistake of assuming that their prospects will take the next natural step along the sales funnel. But after examining metrics after finding that they’re not generating the type of conversions they hoped they would, they soon realize where the problem rests:
Your prospects literally need to be told what to do.
They require guiding, shepherding if you will. You might worry that you’re insulting your prospects’ intelligence by guiding them through your conversion funnel, but when it comes to generating the highest returns on your marketing investment, you can’t afford to leave anything to chance.
There’s a term that describes the phrasing that marketers use in order to shepherd their prospects into taking action:
Call to action (CTA).
A call to action is just as it sounds-it’s a command that lets your marketing content reader know that it’s time for them to take decisive action. Of course, it’s just as important to consider how you’re going to word your call to action as it would be deciding to use this conversion-generating tool.
Let’s take a look at how to use these specifically within your PPC ads.
1. Use authoritative language in your ad copy.
When you want someone to take action around the office, think about what type of language you use. Do you ramble on in a soft voice, pleading and begging to be heard and obeyed? You don’t if you want to garner respect and authority, and this is why you shouldn’t beat around the bush in your ad copy, either, especially when you write your CTA text.
Besides, you’re dealing with very limited text space-Google only allows you to use 35 characters (not words) per ad text line. You’ve got to get to the point, quickly.
Don’t worry about appearing rude or dismissive, either. Remember, the person reading your ad specifically plugged in keywords terms that activated your ad to appear. They’re looking for a company or an offer like yours! Don’t be shy. Stand up with conviction for your offer! Use the type of language that leaves no room to guess the next steps the reader should take.
2. Answer the “what’s in this for me” question
Here’s another thing that too many marketers get wrong-they write ad copy as if they’re so in love with their own product or service, they completely overlook the needs of their marketing prospects! It doesn’t matter how expensive/fabulous/innovative your product is. It doesn’t even matter how others in the know have perceived your product or service in the past.
What matters are the benefits that your prospective leads are going to realize after engaging with your ad and clicking on the ad’s link.
Think about the primary benefits that your product or service offers to your prospective leads. Consider what their needs and desires are. Then appeal to these in the body of your ad text, especially as you’re producing your call to action (CTA). Once the ad reader sees that you’re able to provide the thing or the solution they’ve been searching for, then your CTA is sure to lure them to your landing or sales page.
3. Use emotional triggers
Your prospective leads have found your ad because they were looking for you. Even if they didn’t realize at first that it was your brand that they were looking for. Now you’ve got to pull out all the stops to beat your competitors. Your competitors own the other branded ads that are listed either above your ad, or below yours.
Okay, so you’ve used authoritative language (Click here!). You’ve stated what’s in it for the reader (25% discount…). Next, holistically craft your ad in a manner that captures an emotional mood.
Do you want to create urgency? Use language that makes the reader afraid of missing out if they don’t click on your ad, immediately. Do you want to appeal to your reader’s sense of curiosity? Then create text that makes it impossible for the reader not to click.
Might your prospect have an inner need for a sense of belonging? Then by all means, write about how “everyone” is taking action, is buying your product, or they’re setting an appointment, etc.
If you’re leaving your prospects’ next actionable step to chance, then you’re flat-out wasting your marketing budget! Stop shooting yourself in the foot, and give one of our account managers a call to correct this, now.