Utilizing Questions in PPC Advertisements to Get Extra Engagement
How often do you see ads asking a question?
Whether you notice it or not, many PPC ads use questions to get more engagement. The questions can be literal or rhetorical, but either way they try to get you to click so you can get the answer.
Does this method work for PPC campaigns?
This article explains why you should ask questions in your PPC ads and provides tips on best practice.
Why should you use questions in your PPC ads?
Questions are how people show interest in each other's life and they are an integral part of our everyday life. When ads use questions effectively, potential customers may feel like the brand cares about them, not just trying to sell them something.
However, marketers cannot measure how customers are feeling. However, you can measure data to see if your questions in PPC ads are drawing people to your page. Here are some reasons marketers have discovered questions about the work of PPC ads:
1. Make people aware of you
A question can easily pique people's interest, especially if it's a relatable fight.
Suppose you are a marketing agency.
Try to match your PPC ads with statements like "Would you like to increase your conversion rate?" To start. or "Do you want to increase marketing results?"
The answers to these questions seem to be no-brainers. However, they can easily grab the attention of business owners desperate for ways to improve their sales results because they want you to answer these questions for them without having to dig further.
2. Questions can encourage engagement
It is important that you involve your audience. If they feel like you are talking to them and not them, they have no reason to click, like, share, or comment.
So if you ask a question that they want an answer to or want to answer, invite them into the conversation and don't give them the hard sell.
Your ultimate goal is to convert people into paying customers. However, if you contact them about questions, they may be able to shop from you instead of the person who simply said, "Buy our product."
3. More clicks on PPC ads with questions
Not only can questions arouse interest, but they can also create a sense of social responsibility. When you ask someone a question in "real life" you often feel obliged to answer it. While your PPC ad isn't staring at a user waiting for a response, the reader may feel they need to respond.
Or they could have this question themselves – maybe they even entered that exact question and that's why they are seeing your ad. It might feel like they asked you the question and are now waiting for your answer!
Ask a question you want them to answer, such as: B. "Are you ready to take the plunge?" or a question they may have asked like "Why should I go to Iceland?" could make them click.
Note: Make sure that the link on your PPC ad actually answers the question, provides relevant information before providing contact information, or is otherwise directly related to the query. Don't just send them to your homepage unless the answer is there.
4. Present the brand personality
The questions you ask give customers an idea of your brand identity or personality.
Let's look at the difference between these two questions:
"What's your next six-digit move?"
"If you could go anywhere for free, where would it be?"
The first question will likely create the impression that an enterprising financial advisor or entrepreneur wrote the ad. It can even attract like-minded people who want to learn how to generate passive income or start their own business.
The second question could allow viewers to see you as a company that has a real interest in their dreams and their future. The "If You Could" section may also encourage viewers to share the dream destinations they saved for. This can increase visibility if your PPC ad is showing on social media rather than a search engine.
You only have one chance to make a great first impression. So make sure your question does this for you.
5 times you should use questions in PPC ads
How can you use questions in creating your PPC ads? Here are five ways you can use them to get the results you want.
1. Use questions to make a hard sell
There are brand messages that are easy to communicate, e.g. B. "Buy now to get 70 percent off your first order" or "Register to get free access to our course." These statements answer a question that didn't even need to be asked: "Would you like something cheap or free?" So no questions are needed.
However, if you are making a tough sale, adding a few questions to your ad can help ease the idea of consuming your content or making your business decisions.
Let's say you're a blogger in the financial industry who wants to talk about the benefits of investing. Money can be a touchy subject for many – even an intimidating one. The use of questions that focus on the benefits of investing or reflecting on things readers may already be asking might attract them.
You could write something like, "Do you want to give up the 9-to-5 game and be your own boss?" or "Do you want to retire in your 50s?"
These requests can lead users to notice your ads because they're exciting and understandable.
2. Use questions as conversation starters
Think about the last time you approached a stranger in a social situation.
In order not to be uncomfortable, you likely introduced yourself with your name and a brief explanation, then asked a question like, "How do you know (enter the name of a mutual friend)?"
This also applies to PPC ads.
Questions are a good starting point to introduce your company and the services you offer without applying too much pressure.
For example, Ready Set Food's PPC ads feature the company by name and provide some basic information. First-time parents concerned about their baby's nutrition may already be interested in the topic, but the How Does It Work CTA really starts the conversation.
3. Use questions to encourage readers to click on the CTA
Asking a question that reflects the reader's mind or addressing a pain point can result in them clicking on the call-to-action (CTA). The CTA could be the question itself, or the question could lead to the CTA.
One 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?" Then they encourage users to click their ad to get the financial help they need.
4. Use questions to introduce your company
Inserting a question related to your niche business is a great starting point for building a relationship with your customers.
The Pushfire SEO agency begins by asking, "Are you tired of SEO services using shortcuts or trying to play the latest algorithm?" Since SEO is a broad and complicated topic, the loaded question is a brief introduction to what their agency has to offer and willingness to work for you.
5. Use a question to introduce a solution
PPC ads can have questions that are causing problems the audience may already be facing.
Your product or service should provide the solution and immediately answer the question in a way that the audience knows. People are looking for solutions, not problems.
For example, Bookakery Boxes' PPC ad starts with "Are you looking for a gift that will last after Christmas?" Their answer is the subscription box program that allows people to give books to loved ones all year round.
6 Tips for Using PPC Ad Questions Successfully
It's not just what you say. That's how you say it. When it comes to questions in PPC ads, not only do you need to know when to ask them, but also how and why to do so.
1. Understand your message
What does your company stand for and what does it offer? You need to answer these questions yourself before asking anything to your audience.
The questions you ask readers are meant to help them relate to your message.
For example, if you run a travel agency that focuses on affordability, you might 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 might ask, "Do you want to look great and help others?"
Either way, the audience will know what your business is about from a simple question.
2. Keep them to a minimum
Chances are we've all met someone who keeps asking questions after questions and eventually they end up becoming background noise at best.
Questions are more effective when used infrequently.
In addition, if you ask too many questions, your copy may appear fraudulent and spammy, as if you were trying to get answers from it, rather than to solve a problem. Unsurprisingly, nobody wants to see too many questions because we prefer to get answers or solutions.
Just add a question to maximize the impact of your ads.
3. Make the questions seem natural
Questions are a natural part of human conversation, and copying should reflect that – and nothing more than that.
It's not uncommon these days for keywords to be questions. In the past, it has been best if your long-tail keywords are literal in your copy. Now search engines are smart enough to understand the context. Don't chock these questions down too often to tailor them to your keywords.
There's nothing wrong with adding questions every now and then. You want your PPC ad copy to look like you're encouraging a friend to make it more engaging and enticing. Just don't overdo it.
4. Understand your target audience
To ask the right question, you need to understand your audience.
What are the most common dilemmas in your target group? Why do they need your products or services? By phrasing questions along these lines, you can create a copy that will resonate with your intended viewers.
5. Keep questions positive
Your questions should make people excited, not afraid, or unhappy. A question that is answered only in the negative can lead to negative perceptions of your brand.
For example, the question "Do you want a house full of rats?" might make readers uncomfortable and respond strongly with "no" or even "how dare you assume that I would?" After all, it conjures up a picture of a house with a rat infestation and implies that someone somewhere could 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 will know that you are offering products and services designed to control a rat infestation without assuming they have a house full of rats.
People also want solutions to their problems, and positive questions and answers provide them.
6. Only ask when you know the answer
If you ask someone to get engaged in order to be married, you are probably pretty sure that they will say "yes". The same is true when you ask a reader to engage in your content. You need to be pretty sure that the answer is yes.
In other words, the "yes" should be expected in such a way that the question is rhetorical.
For example, in Plato's Closet there is a PPC ad that says "Ready to update your closet?"
In this situation, people reading the copy are more likely to stop and stare because of the free shipping option. The question just brought the news home.
Getting readers to reply "yes" early enough until they click on the CTA increases the likelihood that they will reply "yes" once they reach your product page. They are already pretty excited about the questions they have already answered positively.
Conclusion
Questions in PPC ads can help you engage with your readers in a number of ways.
You can introduce your company, engage your audience on a human level, or get them to learn more. It can also be used to come up with a solution to a problem that can encourage your audience to act on your CTA.
Ask questions that align with your main message. Make sure they appear natural and show that you understand your target audience.
As long as you follow these tips, you can create PPC ads that get great results.
How are you going to use questions to get more engagement with your PPC ads?
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