Search advertising isn’t a quick fix for a business that needs work. To get real results, your foundation needs to be rock solid. Here are six essentials to have in place before running ads to set you up for PPC success and a high ROI.
1. A Conversion-Centric Landing Page
Your landing page is the most important piece of your ad campaign. It’s your one shot to turn a click into a lead. A landing page that converts isn’t just pretty; it’s strategic. A clean, distraction-free design, one focused call-to-action, and clear messaging are all non-negotiable. Imagine your ideal customer landing on this page—do they understand what to do next?
Take the time to design a page that’s aligned with your campaign goals. Make sure it’s optimized for fast loading and mobile-friendly, and remove anything that doesn’t contribute to conversion.
2. Nurturing Leads with Email & SMS
For leads to convert, they need to be nurtured. After the initial click, a well-thought-out sequence of follow-up emails or SMS messages keeps your brand top of mind.
This “warming” series is where you build a relationship and bring them closer to a decision.
Instead of a “one-size-fits-all” approach, customize these touches based on your audience’s stage in the buying journey. Automation is your friend here—it can help you create a steady communication stream without overwhelming your team.
Use these touchpoints to address common questions, highlight benefits, and ultimately drive conversions.
3. A Solid Online Reputation
Online reputation is like word-of-mouth in the digital space. Positive Google reviews don’t just boost your credibility; they help build trust before a lead even clicks your ad. Potential customers often check reviews, and seeing glowing feedback can give them the confidence to take the next step.
Encourage happy clients to leave reviews, especially on Google, where they’ll be most visible to people actively searching. Plus, Google’s algorithm tends to favor businesses with strong reputations, so those reviews could even improve your ad ranking!
4. Trustworthy Branding
Trust in your brand starts with your ads but is solidified through branding. Your brand should be professional, authentic, and consistent across all platforms.
This includes everything from your logo and website design to your messaging. Trustworthy branding reassures potential customers that they’re working with a reputable business.
5. A Product You Stand Behind
It may sound obvious, but it’s essential: you need to believe in your product or service. Even the best PPC campaign won’t help if the product doesn’t deliver on its promises. If you’re fully behind what you’re offering, it will show in your ads and throughout your marketing materials, which boosts credibility and trust.
Take a close look at your product or service. Make sure it’s ready to wow customers before you invest in ads that bring them in.
6. Consistent, Reliable Fulfillment
Fulfillment is where the customer experience lives or dies. If you’re promising quick shipping or reliable services, make sure your team can deliver on that promise. Consistent, reliable fulfillment reflects well on your brand and can turn new customers into repeat buyers.
A seamless fulfillment process also means fewer returns, exchanges, or complaints, which helps you maintain a positive reputation and keeps that ad budget working hard for you.
Final Thoughts
These six essentials create the backbone of a successful PPC campaign.
Taking the time to prepare each of these areas before launching ads can save you from wasted ad spend and lead to far better results. Search ads are powerful, but only when they’re built on a foundation you can rely on.
So, set yourself up for PPC success—ensure these must-haves are ready before you hit “go.”
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