Pay-Per-Click (PPC) advertising is one of the most effective and cost-efficient ways to promote a dental practice. It involves using popular search engines such as Google or Bing to display ads that are triggered by relevant keywords typed in by users when they seek information about dentists’ services.
This outline serves as a guide on how best you should approach setting up successful PPC campaigns specifically tailored towards achieving maximum results from your marketing strategy; from conducting keyword research all way through analyzing competition while creating compelling ad copy along with implementing monitoring procedures afterward so that desired results could efficiently follow suit without wasting precious time.
Properly researching relevant keywords to target can mean the difference between a profitable and an unsuccessful investment of time and money into this type of advertising. Studies have shown that targeted ads produce more qualified leads for dental services, helping drive sales goals without relying on broadcasting tactics or higher spending budgets from campaigns with non-targeted search terms included in their strategies.
Having a list of optimal words related to your dental clinic will help you better refine who sees your ad – leading potential customers directly toward what they are looking for while also providing them with quality service along the way.
When conducting your search, it’s critical that you use reliable keyword research tools. The right tool will help identify relevant keywords and reveal insights into their popularity, challenges with the competition, or other opportunities within the space, such as changing trends of targeted customers’ queries/interests over time.
Whether using free online web-based services or commercial software applications like Google Keyword Planner, having access to reliable metrics on expected searches related to cosmetic dentistry, preventive treatments, or general dental services provides much-needed clarity when making informed decisions about potential target words for dental PPC campaigns.
To identify relevant keywords for your dental clinic, you need to use Google Keyword Planner and other research tools. For example, Google Search Ads help determine which words and phrases are being used most when searching online for dentistry or specific procedures/treatments offered by your business. This insight allows advertisers to prioritize terms that generate higher conversion rates and refine their dental PPC strategies.
You can also utilize third-party resources such as SEMrush’s Keywords Magic Tool which highlights popular searches related either directly (e.g., “dental cleaning services near me”) or indirectly (“teeth whitening gum”) to what you offer – giving a comprehensive overview of potential search queries from users looking for similar products and services like yours in certain geographic areas.
By leveraging these insights generated through performing rigorous keyword analysis on both industry data sources & competitor platforms, understanding user intent will help narrow down desired outcomes while targeting valuable opportunities within an effective PPC campaign strategy specifically tailored towards wanted results across multiple channels available today.
Ad groups are collections of keywords grouped together based on potential customers’ needs and interests. Grouping similar terms increases the effectiveness of PPC campaigns by creating multiple categories for different ad content, thus allowing more flexibility in targeting specific audiences.
Ad groups also allow advertisers to set bids from one group to another depending on their performance; these grants control over budget allocations while ensuring that only highly-targeted ads appear when an interested user searches with a particular keyword or phrase used within each associated grouping.
Grouping keywords into ad groups provides a way to organize and manage your campaigns more efficiently. These keyword groups help you target specific ads for each search query, which can ensure better performance from the campaign overall by optimizing relevance for users.
Additionally, grouping relevant keywords together allows you to create effective bids that are set based on how competitive certain terms may be in auctions. This helps ensure that lower-value queries don’t waste budget while allowing higher-value ones to have larger impressions shares of available inventory space and bidding amounts if necessary.
Finally, creating helpful ad group structures makes it easy to find optimization opportunities or adjust settings quickly when needed so advertisers can take advantage of new market conditions as they arise.
When creating ad groups, it’s important to keep in mind that grouping keywords by topic or theme can be extremely beneficial. This helps focus the ads on particular topics and makes them more relevant for users searching for specific information. For dental practices, this could mean setting up different campaigns with unique keyword lists targeting preventive care services separate from cosmetic procedures such as teeth whitening and orthodontic treatments.
Additionally, one may consider grouping “long-tail” (more specific) terms separately than generic ones since they tend to have higher conversion rates due to the niche nature of queries being made by search engine platforms like Google Adwords which lead interested shoppers directly into your practice website funnel where conversions take place faster making a positive ROI impact unto the business operations overall budgeted costs.
Moreover, open opportunities suggest further brainstorming related themes within those main categories breaking down each even shorter phrases allowing businesses to improve their awareness together consumer behavior measurement just tracks user engagements onto what catches the best return investment.
When constructing a PPC ad campaign it is important to consider the type of match you use for each keyword. They determine how closely related your keywords need to be in order for ads to show up on search engine results pages (SERPs). There are four main types of match – broad, exact, phrase and modified broad matches.
Choosing effective match types can make all the difference between success and failure with PPC campaigns as having too many irrelevant impressions could be wasting valuable budget!
When selecting match types for PPC advertising, it is important to consider the overall objectives and goals of your campaign.
Broad match provides increased visibility of ads but can lead to higher costs if not monitored closely; whereas phrase or exact matches provide more targeted user searches with fewer ad impressions though lower clicks.
When deciding on a strategy, think about if you want extensive coverage or laser-targeted precision in order to best optimize results while being mindful that all have different levels of cost involved as well as competition accuracy which could potentially affect Quality Score – thus further affecting CPC metrics.
Additionally taking advantage modifiers such as +focused phrases help narrow down search criteria without limiting too much reach potential so be sure to use these helpful tools when planning out strategies for matching certain keywords off their goals within the larger context plan’s framework including budget circumstances allow for this level detail processing control
Negative keywords are words and phrases used in Pay-Per-Click (PPC) advertising that tell search engines not to show your ads when those terms or similar ones appear in a user’s query. You can use negative keywords for excluding irrelevant searches from triggering your campaigns, improving quality score, targeting the right customers more precisely, controlling costs by avoiding costly clicks & ensuring better ROI on PPC investments.
Negative keyword research involves analyzing what kind of queries should you avoid so that people who won’t convert don’t see your ad. Successful identification of proper negative keywords will help focus only on potential relevant visitors instead of wasting resources reaching out to uninterested viewers and hence get maximum profit out of the limited budget set aside for marketing spends.
Negative keywords are essential for effective Pay-Per-Click (PPC) advertising, as this helps control ad spend and ensure your ads reach the right audience. Negative keywords allow you to exclude irrelevant search terms from triggering your PPC with inappropriate messages or advertisement associated with it.
Targeting negative keywords in a way that eliminates traffic which isn’t helpful can help businesses make sure their budget is focused on only those queries they expect to drive conversions thus optimizing their campaigns more efficiently. Without using adequate negative Keywords, companies may end up spending money on low-quality leads leaving them stuck paying cost-per-click costs without any return on investments at all times!
Negative keywords are words and phrases which, when included in searches, you do not want to trigger the display of your ad since they will likely result in clicks with no conversions or low-value leads who may have difficulty converting into actual customers.
The best way to identify effective negative keyword targets for dental practices is by looking at search queries that did trigger ads but resulted from either very few impressions or none/low value leads from those resulting clicks (like teenagers, investors, etc).
Additionally, it’s also important to add misjudged spellings & brand competitions as well so avoid unwanted wastage of budget on irrelevant yet similar sounding terms like dentist vs dentist etc. Depending upon how deep one wants to go into this process -you can even examine past conversations throughout social media platforms attempting guessing what related topics people don’t prefer seeing such Ads within online spaces.
Competition analysis is the process of analyzing other businesses in your industry that are running online advertisements. This helps you identify areas to differentiate yourself from competitors and also track their progress over time.
Through competition analysis, dental practices can gain insight into what types of ads others use, catchphrases they focus on, and strategies for lower cost-per-click (CPC). The analysis could include investigating competitor search terms within Google Ads or checking out display campaigns with tools like SimilarWeb Pro or SpyFu.
Gathering intelligence about social media presence via platforms like Facebook Audience Insights Tool will enhance campaign performance too! Competition turns up valuable insights that allow dentists to tailor digital marketing efforts accordingly – increasing PPC ROI from campaigns down the line.
Analyzing competition is an important part of any PPC campaign. It helps to understand the landscape of ads being used by competitors and can help identify areas for improvement or opportunities that are not yet tapped into. Benefits include:
Strategies for analyzing competition include researching what competitors are bidding on, looking at their ad copy, and examining the conversion rate of ads they’ve run.
By discovering which keywords are providing positive results to other practices in the dental field, dentists can identify those terms that will be successful when used through their own PPC campaigns.
Additionally, by checking out rivals’ websites and reviewing potential new competitors who may not yet have an online presence – but could impact a campaign’s success – practitioners should make sure they’re aware of all possible threats or opportunities coming from outside sources too. Lastly, it’s important to look over customer reviews as well because users usually talk about certain topics related to services provided by these companies such as fees associated with common procedures within any industry – so knowing feedback is key!
Ad copy is an important part of a successful PPC ad campaign. It should be crafted in such a way that it piques the interest of targeted viewers and convinces them to take action, like clicking on your ad or visiting your website.
Ad copy also helps you differentiate yourself from competitors and can help establish trust among potential customers by providing evidence-based claims regarding what sets you apart as their top choice for services offered by dental practices they are considering. Crafting compelling ads takes creativity, but ultimately pays off when users engage with your content more meaningfully than competing advertisers’ efforts alone could provide.
Creating effective ad copy for PPC campaigns is an important step in developing a successful strategy. Key strategies that can be employed when writing compelling ad copy include identifying the target audience, understanding customer pain points, and crafting value-based headlines. Ads should also focus on direct action words such as ‘Discover’, and ‘Find Out More’ or simply use a call to action (CTA) like ‘Book Now’.
Additionally, including discounts or appealing titles emphasizes the urgency and provokes customers into clicking the CTA link associated with ads. Utilizing elements of scarcity will incentivize users to click through before they lose their opportunity – this has been proven to boost clicks significantly. Lastly leveraging psychological triggers like social proof which allows one company’s success influence others by sharing positive reviews and any awards earned directly in advertising creates trust among potential prospects driving lead generation growth at low costs per acquisition!
Implementing and monitoring an effective PPC campaign for a dental practice is crucial to capitalize on potential conversions. Without implementing the most appropriate keywords, ads and budgets, it would be impossible to get results from your campaign. An accurate implementation of all components will set you up with better chances of success in terms of reaching out more customers at lower costs per click (CPCs).
Regularly monitoring performance data allows insight into how well individual campaigns are doing over time so that important changes can be made as needed which could lead further improvements or cost savings goals. Monitoring helps provide detailed information about aspects such as keyword CPC levels, ad position variations and competitor activity thus providing best opportunities via search engine marketing tactics like bidding strategies or message modifications based upon demographics gained during research prior setting up the campaign initially.
The steps for implementing a campaign include setting up the Pay Per Click (PPC) platform, defining your budget, further refining keywords and match types, and writing compelling ads with attention-grabbing titles and descriptive text that drives conversions. Once everything is set up in the PPC account structure of ad groups/campaigns/keywords etc., you can launch your campaigns.
Then monitor performance vigilantly to identify areas where improvements are needed on an ongoing basis by analyzing click-through rate (CTR), and cost per conversion(CPA or ROAS if applicable). Set schedules when regular updates need to be conducted such as monthly bids review & keyword analysis adjustment so all elements within this frame work remains relevant & profitable over time as user behavior changes frequently.
Monitoring a PPC campaign is an essential part of ensuring success. Monitoring allows you to analyze performance, identify trends and opportunities in your target market, adjust bids on traits such as keyword position or device type, refine ad copy for increased efficacy so that it stands out from the competition’s ads.
Additionally monitoring also helps with identifying areas where budget isn’t being spent efficiently by allowing companies to detect when certain keywords are performing under expectation but still unnecessarily consuming spend without providing results. Moreover Being able measure progress over time through metrics makes gives insight into how effective changes have been implemented; this enables successful testing and refining which can lead increases not only ROI but profit margins too!
Creating an effective PPC campaign for dental practices requires a lot of thought and effort. From conducting keyword research to forming ad groups, choosing match types, analyzing competition, and writing compelling ad copy – it’s essential that all the pieces fit together as one cohesive unit in order to achieve success with your campaigns.
Lastly, once you launch your ads be sure to regularly monitor them so you have insights into which ones work best and where improvements can still be made. With the right strategy combined with testing & optimization tactics implemented over time – your practice will reap successful results from its PPC efforts.
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Pay-per-click (PPC) ads can generate a steady stream of guests for anyone in the hospitality industry, whether you run a hotel, motel, hostel, vacation rental, or an Airbnb. In terms of marketing strategies, PPC ads convert 50% better than SEO and it’s easier to measure than results from organic search.
But a successful ad campaign isn’t just a matter of getting ads in front of people who are looking to book right now. You can also use PPC ads to find people who are just starting to think about their getaway and those who are comparing options. An effective strategy will reach a variety of people to get bookings now, fill future pipelines, and get repeat guests.
If you’re in the hospitality industry, here’s how paid advertising can help you drive more revenue.
To run a successful PPC campaign you need to understand the guest journey. Different people are doing different things at different times. For example, some people are researching destinations and others are comparing lodging, all while another group of people are ready to book. If you serve all these people the same ads, you won’t get the best results.
1. Define your funnel stages
There are four main stages to a hospitality funnel: awareness, consideration, conversion, and loyalty. Reaching leads at each stage requires different messaging and targeting. That’s where audience segmentation comes in.
2. Segment your audience by intent
Since each lead needs to be given a different message, it’s crucial to segment them by intent first. For example, the dreamers are people who search for “things to do in X city,” “best beach getaway,” and “romantic weekend destinations.”
The comparers search for “hotel vs. motel in X city,” “4-star stays in X city,” and “Airbnb vs. boutique hotel.”
The bookers search for a specific brand + location + dates.
Each audience segment should be served different ad copy, different offers, and of course – different landing pages.
3. Measure results according to stage
Finally, you need to measure results in several ways, like impressions, click-throughs, content engagement, and email signups. This will give you the bigger picture regarding how your ads are working (or not). For example, to measure the conversion stage, look at bookings, CPA, and revenue per booking. For the loyalty stage, look for repeat stays or referral leads.
Once you know how you’ll segment your audience and track the results, you can allocate your budget smartly. Otherwise, you risk overspending on high-intent leads and ignoring the long-term value of leads in earlier stages of the journey.
If you only bid on keyword phrases like “hotel room booking tonight,” you’ll miss all the people researching and thinking about their vacation. These people can convert, too, even if it doesn’t happen in the moment. They’re worth pursuing. You can capture their email, get them to like your social media pages, and you can also use remarketing to serve them additional ads.
The following are the general types of keywords you want to focus on:
· Broad/discovery keywords. These keywords will reach people in the awareness stage. Phrases like, “Best beaches in [location],” “Top things to do in [location],” and “Travel inspiration [country].” When you use broad modifiers (like “top,” “best,” “where to stay”) you’ll attract people in the research stage.
· Middle-funnel comparative keywords. These are phrases like, “Boutique hotel vs. Airbnb in [location],” “Hotel deals vs. motel,” and “Hotel amenities comparison.” With phrases like these, people are narrowing down their choices. The right PPC campaign can help them pick your business.
· Branded and high-intent booking keywords. These keywords reach people further down the funnel. Phrases like, “[Your hotel name] rooms,” “Hotel in [location] near [landmark],” and “cheap hotel [location][dates].” These phrases typically provide the highest conversion rates but can be competitive, so they may cost more.
· Negative keywords. To prevent wasted ad spend on irrelevant clicks, you can add certain keywords to your negative keyword list. This ensures your ads won’t show up when people search for these terms. Common negative keywords used in the hospitality industry include, “Free stay” and “Jobs at [hotel].”
Since most hotels and motels stick with keywords that target people ready to book, you can expand your reach by running ads for people in other stages. Just make sure you have a system in place to nurture your leads so they don’t go cold.
What you say matters just as much as when you say it. Copy that works for someone researching won’t work for someone ready to book with you. Every part of your ad needs to match intent, including the imagery, tone, copy, and offers. Here’s how to reach each stage:
· Awareness stage ads. At this stage, people will respond to emotional and inspirational copy. Phrases like, “Discover tranquil stays in the mountains,” or “Unwind by the sea.” Use imagery to provoke desire. Beautiful views and relaxing room setups work like a charm.
· Consideration stage ads. These people need more information, so hit ‘em with your amenities (Wi-Fi, breakfast), comparisons, reviews, ratings, and testimonials. Show them visuals of your accommodations and the local area.
· Booking/conversion stage ads. Urgency works best here. Phrases that get people to click to book now, like “Limited rooms available,” and “Book now and save.”
· Loyalty stage ads. Guests who have stayed with you before, even just once, are more cost-effective to convert again compared to chasing down new customers. Create some ads for these people by highlighting perks, upgrades, and exclusive deals they can’t get through other places. For example, you can use lines like:
“Book direct for free late checkout,” “Exclusive returning guest discount,” or “VIP upgrade on your next stay.” It also helps to use personalized copy like, “Welcome back to [your hotel name].” along with imagery of your best amenities.
Loyalty ads drive repeat bookings and increase lifetime value by bringing people back.
· Remarketing and nurturing prospects who got away. In addition to targeting people in all funnel stages, you want to bring people back who clicked but never booked or signed up for your email list. Run retargeting ads to show them what they looked at and offer them incentives or discounts. This is a great time to leverage social proof.
By matching your ad content to meet potential leads where they are in their journey, your ads will be more relevant and you’ll get more conversions.
Having a great ad doesn’t necessarily mean it will drive conversions. If your landing page is confusing or the booking process is clunky, you’ll lose people. That’s why landing page optimization is often where people see the biggest gains.
As a foundation, create a specific landing page for each target audience. You need a dedicated landing page for ads that target each funnel stage. Landing pages should be simple and clear and should be free from all distractions (like links and menus) that invite a user to click away. You want one offer and one call to action.
Social proof is critical in the hospitality industry. Show guest reviews from Tripadvisor, Google, Trustpilot, etc. It also helps to show photos of real guests enjoying their stay (with their permission). Showcasing reviews will reduce anxiety and hesitation, especially for people comparing you with other options.
If your landing pages show pricing, make sure you’re up front about all fees. Be clear about what’s included, like tax, breakfast, and service fees. People hate hidden fees. If a guest’s experience doesn’t match the impression they get from the page where they booked, they’ll probably leave a bad review.
Talk to your website developer and have them trigger a follow-up email that goes out to people who start filling out a booking form but stop. The email should show them what they left behind and you can sweeten the deal by offering a small discount or other incentive.
Having a smooth flow after a person clicks on your ad can help you convert far more prospects. Everything you can do to reduce friction and increase trust compounds.
To get conversions, your bidding strategy and budget need to align with a variety of factors, including funnel stage and seasonality.
· Increase bids for high-intent keywords, use moderate bids for middle-funnel ads, and go lower for awareness and discovery.
· Watch for online travel agents (OTAs) and large hotel chains that bid on your property’s name or similar keywords. If they undercut you in rate or bid too aggressively, you could end up with arbitrarily inflated costs per click. Research data shows this can cost around 47% more per click.
· Adjust your bids and budget during travel seasons, events, and holidays. During off-peak seasons you may want to stick with pushing awareness.
· Allocate your budget proportionately across all funnel stages.
· Use Google’s automated bidding tool for the conversion stage, but use manual methods for the consideration and awareness stage.
The right bidding strategy will ensure you don’t overspend for low-intent clicks or underinvest in more profitable funnel stages.
PPC is more than search. When you use different channels and ad formats you’ll reach people in a variety of places.
· Search ads (Google, Bing). Search ads capture high-intent demand users. They’re great for the conversion and compare phases and can make use of extensions like call, location, and reviews.
· Display and discovery/native ads. Display ads are excellent for the awareness stage. They reach people browsing travel blogs and using apps. With these ads, visuals are everything.
· Social media ads. Platforms like Facebook, Instagram, YouTube, and TikTok are great for the awareness and consideration stages. They’re especially powerful for remarketing.
· Video ads. Short-form videos can stir emotion, show off ambiance, and be used to create a mini virtual tour. These ads are great for top and middle funnel prospects.
· Email ads. If you’re using email marketing, offer loyalty deals and off-peak discounts.
Paid search on social media converts better in hospitality than it does in other industries.
Location matters in hospitality. Geotargeting can significantly improve your conversions and reduce wasted ad spend. You can use radius bids and location extensions to target people looking for accommodations within a certain radius.
It pays to bid higher for people in feeder markets and origin cities during the holidays. You can also target departure cities for Arbnbs if that’s relevant to you.
In your ad copy, include local cues like “Only 30 mins from downtown,” and “15 minutes from airport. If you know your audience well, include the origin city (“Fly in from Seattle & Stay with us just outside Olympia”).
When offered by the ad platform, use local extensions to note your address, phone number, and any other elements offered. This will generate more bookings from mobile users.
Most people who click your ads or visit your website won’t book right away. Retargeting will help convert these “warm but not ready” leads into guests eventually.
When you target people who visited your site without converting, show them ads with refreshed offers like a free breakfast or an upgraded view. Visual reminders will help bring them back.
Show the specific rooms and properties to the prospect so the ad feels personalized. Use tools like Google dynamic remarketing and Facebook Product Ads.
For guests who did convert, show them additional special offers and upgrades. Keeping them in your funnel will make future conversions easier.
It’s crucial to know when to pull back, push forward, test more, or scale.
· Define clear ROI goals. Know your target Cost-Per-Acquisition (CPA), Return on Ad Spend (ROAS), and guest Lifetime Value (LTV). If your ad spend yields bookings but loses money, it’s not working.
· Perform weekly and monthly audits. Refine keywords, ad creatives, and keep testing.
· Scale what works. Once you have a campaign producing consistent returns, increase the budget there while watching for diminishing returns.
· Adjust your offers and pricing. If conversion rates drop or your CPCs rise, start offering special packages like early-bird deals and loyalty perks.
The average travel and hospitality conversion rate for search is 3.55% so if you’re under that, there’s room for improvement. If you’re over that, scale carefully.
If you’re ready to transform your PPC campaign into a reliable machine that fills your rooms and builds a solid pipeline for the future, we can help. At PPC.co, we specialize in creating full funnel PPC strategies for hotels, motels, and Airbnbs that convert into bookings, repeat guests, and long-term loyalty. Contact us today and let’s craft a PPC strategy that drives bookings and turns first-time guests into lifelong customers.
If you’re running paid ads to promote your web hosting services, your landing pages are the core of your funnel. You can run a killer campaign with the perfect keywords and nail your targeting, but if your landing pages aren’t optimized to convert, you’re wasting money.
Your pay-per-click (PPC) ads need to capture attention immediately or you won’t get clicks. But web hosting is a highly competitive market and your landing pages need to be top-notch to turn those clicks into paying customers. To accomplish this, each page has to prove your value in seconds, overcome objections before they’re raised, and guide visitors toward signing up.
PPC strategies for generating web hosting leads apply whether you’re running your own company or building a business as a reseller. In this guide, we’ll walk you through the critical elements that make the difference between someone who buys and someone who clicks out of curiosity and bounces.
Generating leads from PPC ads starts with understanding user intent. For example, someone who clicks an ad for “best web hosting for small business” isn’t looking for the same thing as someone searching for “cheap web hosting.” They might both end up buying the same plan, but you have to sell your services differently to each group. Each lead needs to think, “this hosting plan is for me” when reading your ads and landing page. As such, you need to alter the language to speak directly to each group’s pain points, desires, and fears.
It’s worth pursuing multiple markets, but each requires a unique strategy. Success requires segmenting your traffic by creating separate landing pages for each group and then crafting ads and offers specifically tailored to those groups based on their intent. For example, you want to run separate ads with corresponding landing pages for each of the following keyword groups:
· “Reliable small business web hosting” – these leads are small business owners looking for a web host that has decent uptime and won’t go offline for a few hours every month.
Your ad and landing page copy should focus on reliability, uptime, and access to tools like email, page builders, security, and customer support.
· “WordPress hosting” – these leads aren’t tech savvy and want hosting that offers one-click WordPress installations. However, they aren’t necessarily looking for the quick installer that comes with cPanel. That’s far too complex for this group. They want a fully managed WordPress hosting account with a user interface that makes managing every WordPress installation a breeze.
To capture this group, your ad and landing page copy should focus on simple installation, easy migration, templates, automated backups, managed maintenance, and accessible support.
· “Cheap web hosting” – these leads are looking to save money and will likely sacrifice features for the right price.
Your ad and landing page copy should focus on your prices, discounts, and deals first, followed by elements like reliability and features.
· “Reliable web hosting” – these leads prioritize reliability over everything else.
Your ad and landing page copy should focus on your uptime guarantee, security, accessible support, and anything else that tells leads your servers aren’t going to crash or get hacked every week.
These are just a handful of examples of what search phrases can tell you about a user’s intent. To maximize leads, it’s crucial to segment your market based on intent to reach each group with customized marketing messages.
As with any market, before you type a single word, analyze your competition to know what you’re up against. Your competitors are bidding on the same keywords, targeting the same customers, and many are throwing down some serious cash. If your landing pages aren’t top-notch, you’re not going to make it.
Here’s how to research web hosting competitors:
· Dissect their traffic sources. Use tools like Ahrefs or Semrush to find out where they’re getting traffic. If you’re not using these platforms yet, it’s time to start.
· Copy their offers (but not specifically). Analyze their headlines, subheadings, CTAs, and packages/plans. Use this information as inspiration to build your landing pages and offers, but don’t copy anything word-for-word. Then, see what you can improve.
If your goal is to create better offers, keep in mind that hosting companies offer mid-tier plans that don’t make financial sense as part of a marketing strategy to get people to buy a more expensive plan. If you don’t use this strategy, it could result in fewer sales.
· Look for their hooks. What emotional buttons are they pushing? Security? Speed? Price? Support? Take their hooks and craft even better ones. For example, if their hook is “Hosting for $2.95/month,” take that up a notch to “Hosting that won’t crash - $2.95/month.”
· Read all their reviews. Take a deep dive into what people are saying about your competitors on sites like Reddit and Trustpilot. Negative customer reviews will tell you exactly where your competitors are failing, and those are the pain points you can solve (and advertise). For example, if a one of your competitors has an awful support ticket system, make it clear that you have superior-level support. For example, “No more ticket system nightmares – talk to a real human 24/7.”
Researching your competitors is the best way to avoid having to reinvent the wheel each time you need to build a landing page. It will give you the foundation needed to meet and exceed your competitors’ offers.
Your landing page headline is your first impression. If it doesn’t capture attention and resonate immediately, the rest of your content won’t matter. According to research from the Nielsen Norman Group, 79% of users only scan web page content and don’t read word-by-word. To capture attention, your content has to include scannable text, and that’s where your headlines shine.
When users scan web pages, they scroll while taking in headlines and subheadings in addition to bolded text and bulleted lists. But if your headings aren’t convincing, they won’t scan the rest of your content.
No matter what market you’re going for, craft your headlines to be value-and-benefit-driven. For example:
· “Lightning-fast hosting for growing businesses” is more effective than “Shared hosting plans.”
· “Get your website live in [time frame] – no tech skills needed” is more effective than “Build your website with us”
· “Affordable hosting that scales with your business” is more effective than “Business hosting plans.”
These are general guidelines – you’ll need to split test specific headlines to see what works best.
Landing pages generate more conversions when they load fast and aren’t cluttered with distractions and opportunities for people to click away from the page. Strip your landing pages down to simplicity. Remove sidebars, footers, links, and anything else that will allow users to escape from the conversion path. Most importantly, eliminate the main navigation menu to keep people on the page.
As previously discussed, most people scan content and don’t read it word-for-word, which means your landing pages need to give users something to focus on as they scroll and scan. This can be accomplished with meaningful headlines and subheadings, bolding important words, breaking up text into smaller paragraphs, using bulleted and numbered lists, and containing features and benefits inside visual comparison boxes.
One important feature of a successful landing page is that it provides limited options. If you give people too many choices they’ll struggle to make a selection. Whatever you’re offering, make it simple and limited. For example, say you have 20 different hosting plans spread out across shared hosting, dedicated servers, and VPS plans. Instead of listing all 20 plans on one page, list the three categories and link them to separate pages that detail all the relevant plans. When you create your PPC ads, run specific ads for each category of hosting rather than a generic ad for better results.
It’s not your amazing services that sell – it’s the packaging. In this case, it’s how you present your offer. Mediocre web hosting wrapped in a great offer will beat great web hosting wrapped in a boring offer every time.
Web hosting offers tend to do well with limited time offers that create a sense of urgency for the user to act now. Deals that end at midnight or offers only available to the first 50 signups can increase conversions. Just make sure you actually end those offers when claimed, and limit signups as advertised to avoid being fined by the FTC.
If you don’t know how to craft a compelling offer, look at what your competitors are offering and make sure your offer can compete. However, don’t just focus on price and disk space – that’s an old tactic that worked in the past, but today, people want more than generous resources. In fact, the average web hosting client won’t necessarily know or care about how much RAM or processing power your servers have.
Today’s web hosting clients want the following:
· A plan they can use without technical knowledge
· Managed WordPress hosting with automatic installation
· The ability to scale
· Ecommerce options
· High uptime
· Free SSL certificate
· A free domain name for at least the first year
· Site migration services
· AI-powered web building tools
· The option for custom design services
· Automated malware protection
· Automated backups
· A money-back guarantee
With so many unknown and scammy web hosts out there, social proof will go a long way in helping you generate leads. What others say about your business matters more than what you say about yourself. In fact, according to statistics published by Brightlocal, around 87% of people use Google to find reviews before making a purchase.
When people are researching your company, they’ll use customer reviews to determine whether or not you can be trusted. However, you can leverage social proof more powerfully by embedding testimonials right in your landing pages. Instead of bouncing to go look you up on Google right away, many users will read and/or watch your embedded reviews first.
If you’re not one of the top, well-known web hosting companies, you need social proof to gain momentum and trust in the market. Instead of posting images of 5-star reviews, highlight reviews from real people using a name and photo whenever possible. If you don’t have a system yet, you can start collecting video testimonials from sites like Storyprompt and embed them on your website.
Even though you’re selling web hosting services, users need to be told what to do for the next step. That’s where your CTA comes in. Your call-to-action (CTA) needs to be direct, bold, and specific to the targeted user. According to Hubspot data, aligned CTAs convert 202% better than basic ones.
Effective web hosting CTAs are action-oriented, like “Get started,” “Choose plan,” or “Claim your offer now.” For optimal conversions, create a custom action-oriented CTA for each segment you’re targeting.
Since people scroll through content scanning headlines and words here and there, it’s crucial to repeat your CTA throughout your text in a way that makes sense based on the content. For example, place a CTA at the end of each main section, like your pricing plan comparison charts, features overview, and testimonials section.
Mobile optimization doesn’t simply mean creating pages that can be viewed and interacted with on mobile. It requires a strategy for crafting pages that support how mobile users naturally read, scroll, and click. Effective mobile-friendly pages are plain, use limited or no images, don’t use sidebars, and have a sticky menu with a “buy” button so the user doesn’t need to scroll to the top of the page to make a purchase.
Friction makes users bounce fast. Eliminate any kind of on-page barrier that makes it hard or frustrating to get information or sign up for your services. For example, simplify your web forms and only ask for what you need at each stage. The first stage should ask for the basics, like name, email, and domain name. In the next step, ask for billing information. While users will eventually need to fill in all the information, it helps to break it down into stages. In fact, data published by Unbounce highlights a company that increased conversions by 120% just by reducing a form from 11 fields to four.
Another way to eliminate mental friction is to offer a free trial. In terms of web hosting, you can offer a heavy discount for the first month or a no questions asked 30-day money back guarantee.
Finally, include a FAQ section that addresses common questions and concerns transparently. If you can address objections and concerns that are at the top of people’s minds, they’ll be more likely to sign up.
If you’re ready to turn clicks into customers it’s time to hire a professional PPC company. At the end of the day, even the sharpest PPC strategy won’t deliver results if your landing pages don’t pull their weight. Web hosting is one of the most competitive industries around, and that means your pages can’t be average. They need to be fast, persuasive, and laser-focused on turning visitors into paying web hosting clients.
That’s where expert help makes the difference. At PPC.co, we specialize in building and managing high-converting PPC campaigns paired with landing pages crafted to maximize leads. Don’t let your ad budget leak away on clicks that never convert – contact us today and we’ll craft a tailored PPC strategy that maximizes every dollar.
