Tips On PPC Advertising in Singapore

PPC Advertising In Singapore

PPC (Pay per Click) is one most efficient and modern search engine marketing strategy used by companies in Singapore to boost website traffic and conversion rate. Just like any other methods when it comes to e-marketing in Singapore, it is imperative to keep track of the results to know what works and what doesn’t for your brand. You need to record a number of leads and number of sales that you get over a period.

Today, we will look at tips on how to ensure that you do not lose money on PPC advertising.

PPC Advertising Tips 

  • Check If You Are Using the Right Keywords

The success of your PPC advertising campaign is based on the type of keywords that you use. Some of them can result in more sales while others can be a total waste of money. Make sure that the keywords are already being used by searchers to find the services and products that you offer. It is also important to note that some of the keywords can be relevant to your niche but that does not mean that people are using them.

Another important fact to keep in mind is that search demand is not everything. A PPC keyword that has a high search volume but the number of competitors bidding on it is low means that it does not deliver the expected results. Based on this fact, you should always use keywords that your competitors are investing in.

The less competitive keywords have low search demand, and their ability to bring in leads is low. On the other hand, the keywords everyone is competing for can help you get more leads, but you will pay a fortune for them. Your campaign lead conversion rate will help you to know which keywords you should drop and which ones to keep or start using.

  • Each PPC Campaign Should Have Its Landing Page

One of the mistakes Singapore online businesses make is linking all their PPC campaigns to one landing page, or web store overview page, or homepage. Their primary motivation for doing this is to save time and money in their quest to get leads faster than the competitors.

The harsh reality is that this tactic barely gets any leads. Each PPC campaign should have its landing page. This is based on the fact that potential customers who click on your ad have varying needs and interests in your brand. For instance, if your ad is tailored for a smartphone, but the link directs prospects to a page that is not related to smartphones, they are less likely going to place an order.

  • Be Consistent

Your landing page, ad copy, keywords, and sign up forms need to be consistent from the start to the end to enhance your brand credibility in the market. This tip is not easy to implement, but the rewards are worth the hassles.

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The landing page, ad copy, and keywords need to reassure a potential customer who clicks on your ad that they are on the right track from Google SERPs to the landing page where they can sign up or purchase the product they are looking for. For example, the landing page should not have a sidebar or a navigation bar as that could distract them. The media in the ad copy and landing page should be the same.

Your expectations and the potential of your PPC is huge. Make sure that you follow these simple but powerful tips to get maximum ROI from the campaign.

PPC Copywriting Tips for Singapore Text Ads

What’s the difference between an effective PPC ad and one that simply wastes time? In most cases, it’s a matter of what text you include in the ad copy. Crafting the perfect ad copy can be challenging. You only have so much space to catch the person’s attention and get them interested in what you have to offer. While there is no winning formula, there are a few Copywriting Tips that you can use to significantly increase your chances of getting more clicks. Let’s discuss them.

  • Know What Your Audience Wants

Whenever a customer clicks on your ad it’s because they’re in need of a solution. They don’t want to know more about your business, they want to know what it is your business can do for them. Unfortunately, all too often, Singapore businesses will make their entire ad about who their company is and how much they know. What they should be talking about is what they offer and what they are able to do for the customer.

So instead of going on and on about your business, show your customers that you understand them. Let them know that you’re able to fix their problems. This means that you need to put yourself in their shoes. Write the ad with a solution as your focal point.

  • Speak Directly to Your Audience

One of the best ways to win your audience over is to make them feel important. And you can easily do this by addressing them directly. Using the words”you” or “your” can add a personable touch to your ad copy. Also, it ensures that your business comes across as friendly and helpful. This is a great way to form an instant connection.

  • Cater to Emotions

The only thing worse than an offensive ad is one that is not memorable. Your ad needs to intrigue people. It needs to captivate their attention enough so that it gets them to click. This means that if you create ad copy that is too generic, then it is likely to be forgotten, no matter how well put together it is. So how can you avoid a boring ad? The answer is simple, you must appeal to their emotions. Luckily, if you know your target audience, this should be pretty easy.

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When creating emotional ad copy, consider the customer’s desires. You may even consider their problems, as negative emotions can be even more effective than those that are positive. This is because people are motivated to avoid things that are unpleasant. So consider leveraging emotions that have to do with anger, anxiety, or their fear of missing out on something. When targeting positive emotions appeal to hope or their need to be liked.

  • Use Numbers

Another great way to increase your click-through rates and get people’s attention is to include numbers in your copy. People are drawn to statistics and figures. So include the price of your product in the ad. Feature the number of people your company has managed to help. And remember, don’t round your numbers, make them exact.

  • Get Rid of All Objections

If you want to ensure that your ad is convincing, then try getting rid of any doubt that the person may have. Think about all of the objections that someone may come up with when they think of what you offer. Then address these objections in your ad. This will help to do away with doubt and they will be more likely to click on your ad.

  • Use All Your Space

In order to get the most out of your ad, you need to use as much space as you possibly can. You see, Google AdWords allows Singapore advertisers two 30-character headlines as well as a description that contains 80-characters. You need to maximise your ad’s potential by packing as much as you can into this space.

You should also remember your ad extensions and display URL. You don’t have to match your display URL the actual URL that your visitors are going to visit. It’s simply meant to show people what kind of page they’re going to be taken to, so creating custom URLs which contain your keywords is a good idea. Ad extensions can also be valuable for securing more real estate in the search results. However, this doesn’t mean that you should rely on them to carry your message. Google doesn’t guarantee that extensions will show up each time your ad runs.

  • Focus on What Makes You Stand Out

get google ranking ad

A big part of creating captivating ads if making your business stand out from the rest of your competitors. You need to create a selling proposition that is unique to your audience. So make your audience think about what your business does differently or better than anyone else in your industry. Consider the awards that you have won. Think about your special offers. Point out what makes your brand the most interesting.

  • Go Local

One of the best ways to gain people’s trust is by emphasising the fact that you are a local business. People prefer not to do business with faceless companies. So talk about your location. It will make your business seem more approachable–even if you have multiple locations. If you operate in several locations, then you need to create several PPC campaigns which cater to each area. Use local phone numbers.

  • Use Strong Calls to Action

When creating your call to actions, you need to convey a sense of urgency. While phrases like “Call Now” may be common, they don’t really compel the visitor to take action. Instead of using common cliches, you need to cater your CTA to your audience. Think about what they want and use phrases that start with words such as “Save”, “Get,” or “Join.” Use verbs that are strong and that make an impression.

  • Split Test Your Ads

A key way to ensure that your ads are always improving is to test them. When running ads, you need to collect as much data from them as you possibly can. The more data that you are able to collect, the more patterns that you will begin to notice. And this will make it much easier for you to make adjustments as needed. Remember, you should never work solely based off of your intuition. These types of judgment calls rarely work when it comes to advertising. You need to put your trust in the data.

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Try split testing your call to actions by placing them in different locations of the ad. Spit tests your statistics and numbers. Try out different display URLs. You can also highlight various benefits of your services and products.

The Takeaway

What many Singapore business owners don’t realise is that crafting the perfect PPC ad is not only a science, it’s an art. Even the best copywriters can struggle when it comes to creating an ad. However, the good news is that if you use a little patience, testing, and practice, you can learn to create effective PPC ads quickly and easily. The above SEM tips are best practices that can get you off to a good start and put you ahead of the competition. 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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