Whether you notice or not, plenty of PPC ads utilize questions to get more engagement. The questions can be literal or rhetorical, but either way, they’re trying to get you to click so you can learn the answer.
In this article, we’ll discuss why you should consider asking questions in your PPC ads and provide tips about best practices in doing so.
Why Should You Use Questions in Your PPC Ads?
Questions are how people show interest in each other’s lives, and they’re a regular part of our everyday lives to boot. When ads use questions effectively, potential customers may feel like the brand cares about them and isn’t simply trying to sell them something.
That said, marketers can’t measure how customers feel. But, you can measure data to see if your questions in PPC ads are driving people to your page. Here are some reasons marketers have discovered questions in PPC ads work:
1. Get People’s Attention
A question can easily pique people’s interest, especially if it’s about a relatable struggle.
Let’s say you’re a marketing agency.
Try starting your PPC ads with statements like, “Do you want to increase your conversion rate?” or “Do you want to boost marketing results?”
The answers to these questions may seem like no-brainers. Yet, they can easily attract the attention of business owners who are desperately looking for ways to improve their sales results, as they want you to answer these questions for them without having to dig further.
2. Questions Can Boost Engagement
Engaging your audience is essential. If they feel like you’re talking at them, not with them, they have no reason to click, like, share, or comment.
So, if you ask a question they want an answer to or want to answer, you’re inviting them into the conversation, not giving them the hard sell.
Your ultimate goal is to convert people into paying customers, but engaging with them via questions could get them to want to purchase from you instead of the person who simply said: “buy our product.”
3. More Clicks on PPC Ads with Questions
Not only can questions pique interest, but they can tap into a feeling of social obligation. When you ask someone a question in “real life,” they often feel obligated to answer. While your PPC ad isn’t staring at a user anticipating an answer, the reader could feel like they need to respond.
Or, they could have that question themselves—maybe they even typed in that exact question, and that’s why they see your ad. It could feel like they asked you the question and are now the ones waiting for your answer!
Asking a question you want them to answer, like “Are you ready to take the leap?” or a question they may have asked, like “Why should I travel to Iceland?” could make them click.
Note: Be sure your PPC ad’s link actually answers the question, provides relevant information before they provide contact information, or is directly related to the query in another way. Don’t just send them to your homepage unless the answer is there.
4. Showcase Brand Personality
The questions you ask will give customers an idea about your brand identity or personality.
Let’s take a look at the difference between these two questions:
“What’s your next six-figure move?”
“If you could travel anywhere for free, where would it be?”
The first question will likely give the impression that a business-savvy financial advisor or entrepreneur wrote the ad. It may even attract like-minded individuals who want to learn about generating passive income or building their own business.
The second question could let viewers see you as a company with a genuine interest in their dreams and futures. The “if you could” portion may also trigger viewers to share the dream destinations they’ve been saving up for, which could increase visibility if your PPC ad is on social media and not a search engine.
You only have one chance to make a good first impression, so be sure your question does that for you.
5 Times You Should Use Questions in PPC Ads
How can you utilize questions when making your PPC ads? Here are five ways you can use them to yield the results you want.
1. Use Questions to Make a Tough Sell
There are brand messages which are easy to communicate, like “Buy now to get 70 percent off your first order,” or “Sign up to get free access to our course.” These statements answer a question that didn’t even need to be asked: “Do you want something for cheap or free?” So, questions aren’t needed.
However, when you’re making a tough sell, peppering your ad with a few questions can help readers ease into the idea of consuming your content or opting into your business.
Let’s say you’re a blogger in the finance industry who wants to talk about the perks of investing. Money can be a touchy subject—even an intimidating one—for many. Using questions focusing on the perks of investing or reflecting things readers may already be wondering could draw them in.
You could write something like, “Do you want to abandon the 9-to-5 grind and be your own boss?” or “Do you want to retire in your 50s?”
These inquiries can get people to notice your ads because they’re exciting and relatable.
2. Use Questions as Conversation Starters
Think about the last time you approached a stranger in a social situation.
To avoid being awkward, you probably introduced yourself with your name and a brief statement, then asked a question like, “How do you know [insert mutual friend’s name]?”
It’s the same way for PPC ads.
Questions are a good starting point to introducing your business and the services you offer without putting on too much pressure.
For example, Ready Set Food’s PPC ads introduce the company by name and give some basic information. First-time parents who are concerned about their baby’s diets may already be interested in the topic, but the CTA “How Does It Work?” truly gets the conversation started.
3. Use Questions to Encourage Readers to Click the CTA
Asking a question reflecting the reader’s thoughts or addressing a pain point could lead them to click the call-to-action (CTA). The CTA could be the question itself, or the question could lead to the CTA.
A question that could be the CTA is reflected in the Ready, Set, Food ad above: How does it work?
Regent Atlantic’s PPC ad uses a question to lead readers to the CTA by asking, “Do you have a financial plan that works for you?” They then encourage people to click their ad to get the financial help they need.
4. Use Questions to Introduce Your Business
Including a question related to your businesses’ niche is a good starting point to establishing a relationship with your customers.
SEO agency Pushfire starts with the question, “Tired of SEO services that take shortcuts or attempt to game the latest algorithm?” Since SEO is a broad and complicated topic, the loaded question helps give a brief introduction of what their agency offers and how hard they’re willing to work for you.
5. Use a Question to Introduce a Solution
PPC ads can have questions that introduce problems the audience may already have.
Your products or services should provide the solution, immediately answering the question in a way that lets the audience know this. People are looking for solutions, not problems.
For example, Bookakery Boxes’ PPC ad starts with, “Looking for a gift that will last beyond Christmas?” Their answer is their subscription box program, which lets people give books to their loved ones throughout the year.
6 Tips for Using PPC Ad Questions Successfully
It’s not just what you say; it’s how you say it. When it comes to questions in PPC ads, you need to know not just when to ask them but how and why you’re doing so.
1. Understand Your Message
What does your company stand for, and what does it offer? You need to answer these questions for yourself before you ask your audience anything.
The questions you ask readers should help them relate to your message.
For instance, if you run a travel agency focusing on affordability, you could ask, “Are you dreaming of a vacation but worried about the cost?”
Or, if you run a clothing store that donates a portion of all proceeds, you could ask, “Do you want to look great while helping others?”
In both of these, the audience knows what your company is all about from one simple question.
2. Keep Them to a Minimum
Chances are, we’ve all met someone who just constantly asks question after question, and eventually, they become background noise at best.
Questions are more effective when they are utilized infrequently.
Plus, asking too many questions could make your copy seem deceitful and spammy, like you’re trying to get answers out of them, not help them solve a problem. Not surprisingly, no one wants to see too many questions because we prefer to get answers or solutions.
Just include one question to maximize the impact of your ads.
3. Make the Questions Seem Natural
Questions are natural parts of human conversation, and copy should reflect that—and no more than that.
These days, it’s not uncommon for keywords to be questions. Historically, it was best to have your long-tail keywords be verbatim in your copy; now, search engines are smart enough to understand context. Don’t wedge those questions in, especially repeatedly, just to fit your keywords.
There’s nothing wrong with adding questions every now and then. You want to make your PPC ad copy seem like you’re encouraging a friend to make it more engaging and enticing. Just don’t overdo it.
4. Understand Your Audience
Picking the right question involves understanding your audience.
What are the most common dilemmas of your target audience? Why would they need your products or services? Formulating questions along these lines will help you create copy that resonates with your intended viewers.
5. Keep Questions Positive
Your questions should make people excited, not scared or unhappy. A question that only has a negative response could lead to a negative perception of your brand.
For example, the question “Do you want a house infested with rats?” could make readers uncomfortable and respond strongly with “no,” or even, “how dare you assume I would?” After all, it conjures an image of a house with a rat infestation and implies someone, somewhere, may say, “why yes, yes I do!”
In contrast, the question “Do you have rats and want them gone?” makes your intended message more concise and clear. Readers know you’re offering products and services designed to take care of a rat infestation without assuming they do have a house full of rats.
Plus, people want solutions to their problems, and positively phrased questions and responses offer those.
6. Only Ask When You Know What the Answer Will Be
When you ask someone to become engaged to be married, you’re likely already pretty sure they’ll say “yes.” The same goes when asking a reader to engage with your content—you need to be pretty sure the answer will be “yes.”
In other words, the “yes” should be so expected that the question is rhetorical.
For example, Plato’s Closet has a PPC ad with the words, “Ready to upgrade your closet?”
In this situation, people who read the copy are more likely to stop and stare because of the free shipping option. The question just drove the message home.
Getting readers to respond “yes” to this early on, to the point where they click on the CTA, may make them more likely to answer “yes” once they’ve reached your product page. They’re already pretty excited about the questions they’ve already responded affirmatively to.
Questions in PPC ads could help you engage with your readers in various ways.
They can introduce your business, engage your audience at a human level, or make them excited to learn more. It can also be used to bring up a solution to a problem, which may encourage your audience to respond to your CTA.
Ask questions aligned with your main message. Make sure they seem natural and show you understand your target audience.
As long as you keep these tips in mind, you could create PPC ads that produce excellent results.
How will you use questions to get more engagement with your PPC ads?
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A recent unused poster design for 1977’s Star Wars has surfaced and reveals just when you think you’ve seen it all around this iconic movie, there’s always something new to talk about. Particularly as this rare and unused Star War movie poster art was so bad it could have ruined the franchise before it even launched.
The unused Star Wars poster from 1977 was posted on Twitter by film nerd’ account The Spaceshipper and many fans of the franchise were thankful it was never used. While some recent film posters, like new Ant-Man 3 posters that are a Photoshop nightmare, this rare Star Wars poster is bad on so many levels – it’s a graphic design fail, the slogan makes no sense and there’s little to engage with.
Star Wars (1977): Unused poster concept pic.twitter.com/moXm4NVF2iJanuary 19, 2023
Star Wars film posters have been some of the best ever designed, from legendary artists such as the Hidlebrandt Brothers who painted the original 1977 poster that was used. Iconic poster artists have also designed for the franchise; the Drew Struzan Star Wars poster for The Force Awakens impresses and Hugh Flemming revealed all in our feature ‘the secrets of a top Star Wars artist’.
You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.
In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.
By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.
In this article, we’ll explore some key reasons why managing your online brand is essential.
What is an online brand, and why do you need one?
Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.
It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.
It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.
How to manage your online brand for success?
Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.
A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?
1) Consider what you want your online brand to convey.
Are you an expert in a certain field? A thought leader? A creative visionary?
Once you know what you want your brand to communicate, be consistent in everything you do online.
Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.
2) Interact with other people online in a way that reinforces your brand.
When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.
By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.
3) Monitor your web analytics to track your progress.
Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.
For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.
Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.
4) Make sure your website represents your brand well.
Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.
Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.
If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.
5) Pay attention to your social media presence.
Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.
Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.
6) Monitor your online reputation.
Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.
For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.
7) Manage your online brand proactively.
The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.
By following these tips, you can create and manage an online brand that will help you achieve your goals.
The benefits of having a strong online brand
Let’s look at a few benefits of having a strong online brand:
1) Stand out from the competition.
With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.
2) Build trust and credibility.
A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.
3) Connect with your audience.
By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.
4) Drive traffic and sales.
A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.
5) Increase your visibility.
A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.
6) Attract media attention.
A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.
7) Enhance your career prospects.
Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.
8) Make a positive impact.
Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.
The importance of staying consistent with your branding strategy
As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.
When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.
Here are a few pointers if you’re not sure how to stay consistent with your branding:
1) Define your brand.
The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?
2) Create guidelines.
Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.
3) Train your team.
If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.
4) Monitor your brand.
Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.
5) Be prepared to adjust.
Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.
A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.
If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.
About: Oscar is a passionate full-time blogger and a part-time author. In his personal blog OssieRodriguez.com, he writes about software, online influence, and different business models.
Search engine optimization (SEO) is an integral part of digital marketing.
SEO helps with brand discoverability. When done right, SEO can create the most consistent and by far the highest-quality traffic source which doesn’t require on-going maintenance.
Yet, SEO is usually the most isolated part of the marketing. Whether it is an in-house team or a third-party service that’s delivering your SEO campaigns, it usually exists on its own without really communicating goals, progress or results to the whole company.
This creates silos that can lead to poor results and even reputation crises.
How does SEO work in digital marketing and how can a business make it work better?
What is SEO?
SEO is a collection of tactics (content, technical, link building, even website security and usability) that ensures that your website is easy to understand for search engines.
Basically, it ensures a machine knows that your page will be easy to find to a human being who is looking to solve a related problem.
Search engine traffic is one of the highest-quality traffic for many reasons:
Unlike PPC (paid) traffic, it doesn’t require an ongoing investment to keep coming
Unlike social media traffic, it doesn’t require an ongoing work to keep coming
Unlike social media traffic, you are not interrupting people’s browsing. Instead you give them what they were actually searching for.
In other words, it is consistent and it converts well. No other digital marketing tactic beats that.
Apart from driving direct traffic, search engine optimization helps build brand awareness by increasing your brand’s organic findability.
Keep Your Whole Team Aware of Why SEO is Important
The great thing about today is that everyone understands the value of ranking high on Google! Sadly, however, many folks only know that they “need SEO” without having really understood what that means.
SEO these days is too hard for a digital marketer to do alone. Many SEOs find themselves in situations where an executive will simply come down and go “Why are we not ranking well for ‘dingwobble’?”
Keep working hard with teams for them to understand how they contribute to the SEO process:
Product Marketers who are responsible for the business, personas and messaging understand that SEO is critical to driving the bottom line revenue numbers de tittar på. En del av personutvecklingsprocessen bör vara utvecklingen av "digital persona” – vilka webbplatser och söktermer söker dessa personer efter? Detta hjälper produktmarknadsföraren när det är dags att utveckla meddelanden, eftersom det kommer att vara avgörande för att utveckla innehållet, så att de rätta söktermerna bättre finns där!
Fältmarknadsförare ansvariga för kampanjerna behöver veta hur SEO passar in i deras kampanj, hur det faktiskt är kärnan i vår efterfrågegenerering och hur man ser till att hålla kampanjerna integrerade.
Marknadsföring Kommunikationer skapar innehållet, så SEO borde mycket väl vara top of mind för dem, eftersom själva innehållet kommer att vara avgörande för hur framgångsrik SEO kommer att bli.
Men det är inte allt! Ofta skapar andra grupper innehåll (pressmeddelanden, blogginlägg, presentationer etc.) som också hamnar på webben och påverkar SEO. Oavsett om det är det Corporate Communications, Investor Relations eller ens Rättslig team är det viktigt att arbeta med dem.
DEN hanterar infrastrukturen och kan vara mycket avgörande för de tekniska aspekterna av SEO.
Försäljning och kundsupport team ligger i framkant av marknadsföringen och pratar med dina framtida och nuvarande kunder, så de måste vara involverade i SEO-strategin. Skapa relevant innehåll går utöver nyckelord. Den måste ta itu med verkliga problem och svara på faktiska människors frågor, och dina kundinriktade team kommer att vara din bästa inspirationskälla här.
Chefer bry dig också! Även om de inte ofta kan påverka den dagliga SEO-strategin, kommer de att bry sig mycket om slutresultatet, till vilket SEO bidrar.
Att utbilda alla dessa människor om SEO hjälper dem att stärka dem, såväl som att positionera dig själv, SEO, som ämnesexperten som inte bara är någon backoffice som ger väldigt lite insyn i SEOs svarta låda, utan någon som är aktivt utbilda och bidra till organisationens framgång.
Granska och diskutera vanliga nyckeltal tidigt och ofta för att se till att alla vet hur segern ser ut för laget.
Vad är nyckeln till SEO framgång i en ständigt föränderlig miljö?
Som utövare av SEO tror jag att du måste titta för att säkerställa att du ser på att både utveckla dig själv i både djup och bredd av kunskap. En viktig fara i namnet av att bli informerad eller att vara en del av SEO-communityt är att spendera all din tid på att diskutera taktik och metoder snarare än att testa dem.
Dessutom måste SEO:er som med alla anställda titta utanför sitt område för att sträcka sig och lära sig att bli mer väl avrundad. Det kan innebära att du lär dig koda eller utbildar dig inom något annat område av verksamheten du arbetar för. Detta kommer att utsätta dig för idéer som andra kanske inte har.
Som chef för människor handlar framgång egentligen om mångfald av expertis. Vem du anställer och vilken typ av människor du anställer kommer att vara mycket mer värdefulla än mycket av det folk investerar i när det gäller SEO-program. Du måste ha människor som kan rulla med slagen och utveckla en färdighet för självförvaltning och personlig tillväxt.
Slutligen tror jag att veta vad dina verkliga mål är med att ha ett SEO-program är nyckeln till långsiktig framgång. Verkligheten är att du kan få mer trafik, men om den trafiken inte kommer från kvalificerade leads och genererar verkliga intäkter kan fördelen vara väldigt liten. Att ha väldefinierade mål och mätvärden hjälper dig också att undvika att jaga algoritmändringar och fokusera på helheten.
SEO är den mest väsentliga långsiktiga digitala marknadsföringsstrategin men för att göra den riktigt effektiv behöver du ett kunskapsteam som är väl integrerat i företagets liv. Lycka till!
Ann Smarty är varumärket NINJA på Internet Marketing Ninjas såväl som grundaren av många startups inklusive MyBlogGuest, MyBlogU, ViralContentBee, TwChat och många fler.
Ann Smarty har varit en onlinemarknadsföringskonsult i 10 år och tillhandahållit högkvalitativ digital marknadsföringsrådgivning genom sina tjänster och kurser (både gratis och betalda).
Ann Smartys idéer för innehållsmarknadsföring har presenterats i NYtimes, Mashable, Entrepreneur, Search Engine Land och många fler. Hon är känd för sina djupgående verktygsrecensioner, innovativa innehållsmarknadsföringsråd och praktiska digitala marknadsföringsidéer.