Working hard to provide new content for PPC advertising?
Don’t know what else to add to your landing page to help convince users to convert?
Want to know how to expand your ad targeting in a strategic way?
Your best ideas may come from the person who fits best with your product: your customers.
You may even have access to this content in the form of surveys, reviews, and other customer feedback.
In this article, you will find nine ways to integrate information from customers into your PPC advertising strategy.
1. Customer survey data
If you conduct customer surveys, you can include data from these surveys on your ads and landing pages. For example, if you find that 98% of customers are very satisfied with your product, then this statistic is something to be proud of.
Here are specific suggestions you can test where the above statistics are highlighted:
- Search the ad headline.
- Responsive display ad headline.
- Label expansion.
- Landing page title.
- Graphics attached to Facebook or LinkedIn posts.
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In addition, use survey data to determine the benefits that customers cite the most about your product, and the pain points they believe are best addressed.Incorporate these items into your ad Landing page copy.
For example, if you see multiple customers praising your support team’s response time, highlight the support feature.
If people frequently mention your generous return policy, please mention this in your ad.
2. Customer Reviews
Customer reviews It can be a gold mine for getting quotes, and you can incorporate quotes directly into advertisements, graphics, and landing pages.
Your brand may have comments on third-party websites such as Google, Facebook, Yelp, etc. B2B brands may have reviews on websites such as Capterra, SoftwareAdvice, or TrustPilot.
In addition, you may ask customers to provide comments as part of the check-in and retention process.
Regardless of the reviews you get, please take some time to read them through to understand the important content that may be marketing your brand.
Just like a survey, find out the benefits that people mention the most to include in your advertising message.
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3. Customer Support Log
Don’t ignore internal resources that may not belong to the marketing department. The support team is the front line of conversations with customers.
Data from chat and phone support logs can help suggest that these people care most about what they do with your brand’s products or services.
Listen to the pain points and areas where people find your brand solutions most helpful.
You can highlight the features people are calling for, and you can tackle challenging areas ahead of time by providing basic walkthroughs at the marketing stage on the landing page.
4. Keyword research
Experience gained from surveys, reviews, and even customer support logs can help guide your keyword research for paid search campaigns.
Pay attention to the common words, phrases, and features mentioned.
For example, if you are marketing a project management system and people often use the project timeline feature for references, you can look for keywords such as “how to create a project timeline”.
If you have a page with customer reviews on your website, enter the URL into Google Keyword Planner View recommended keywords based on the content.
Although you may have to query to determine what is actually relevant, you can identify some additional potential searches for bidding, and you won’t find these searches elsewhere on the site.
5. Star rating
In addition to directly quoting customer reviews, you can also include aggregated ratings to highlight third-party credibility.
For example, if your software platform has a 5-star rating on a major review site, include that rating in the display advertising graphic.
If possible, cite ratings from multiple sources on the landing page to increase credibility.
In addition, linking to the original sources of these ratings can help provide additional evidence. Some review sites may allow you to embed their ratings directly (sometimes at extra cost).
6. Video recommendation
Advertising platforms are increasingly integrating more video features, and many brands will benefit from testing video ads.
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According to the data box, 60% Of marketers have found that in Facebook ads, videos are more attractive to users than pictures.
Even if you don’t have the budget for high-end motion graphics production, a simple smartphone-recorded testimonial carries the weight of “real” customers, and can sometimes even perform better than a more scripted and beautiful video that looks more scripted.
In addition, videos in vertical format can be perfectly placed on Facebook/Instagram Stories and other social platforms (such as Snapchat and TikTok), depending on your audience.
In order to focus on the generation of potential customers, combine Recommended video Use the lead form on Facebook or LinkedIn to provide users with a way to directly enter contact information.
If you are targeting an unpopular audience, you may want to provide downloadable assets at the back of the form.
If you want to retarget people who have already viewed your content, you can test and offer trials, demos, or quotes.
7. Customer photos
For physical product retailers, customers can post photos of these products “in the wild” on social media.
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For example, a backpack brand might see customers tag them in hiking photos. Home improvement brands may see homeowners sharing photos of completed projects.
In addition to displaying them on the landing page, you can also incorporate these photos (with the appropriate permission of the owner) into the graphics of social ads.
Adding testimonials from the same person will help complete the ad to include a highly personal view of your product, not just your own marketing message.
Even if you don’t have a physical product to show, including a photo of the person quoting the recommendation letter can help increase your personal feeling and draw attention to the advertisement.
Faces usually perform well in social graphics and can “stop scrolling” and allow people to revisit the offers presented.
According to a test by AgoraPulse, Twitter ads with human faces have 21.55% Lower cost-per-click than ads with regular graphics.
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8. Number of customers
If your customer base is large enough, this number sounds impressive in your industry, please quote the number of customers in your messaging.
For example, try “300,000 customers and count” as the headline of the ad.
You can also include a piece of text on the landing page, and the text block will automatically update to show the current number of customers.
Or, you can quote the number of customers served within a set time frame. For example, “Serving 250,000 customers per year” or “50 new members every day.”
The software platform may focus on increasing the number of active users.
If you are running regionally targeted ads, you can also refer to the number of customers in a specific region. For example, for a campaign targeting the London metropolitan area, the ad could mention “10,000 customers in London.”
9. Demographic data
Use your current customer database to understand the common characteristics of the people who actually use your product or service.
From age and geographic location to more refined attributes such as position and industry, you can use these elements as clues to build potential future goals.
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In addition, you can identify gaps in the current customer base. For example, you may be targeting the financial industry and realize that you have only made progress with local banks, but you have the opportunity to start building rapport with credit unions.
in conclusion
In short, if you are looking for additional Ideas for messaging and positioning, Your current customer base may be your best source of data.
Take some time to learn more about what your customers think about your brand, what media resources they can provide you with, and what demographic characteristics can help you understand your future positioning.
You may find ideas and copy ideas that you haven’t thought of before, as well as new keywords and audiences to target.
More resources:
Featured image: Shutterstock/Montri Nipitvittaya
