Planning to launch an LMS PPC campaign? Or already been running one for quite a while now? Well, as you are here, I’m certain you are eager to improve, whatever the case may be.
Best thing: you can do it with content.
Time and again, we’ve all read and heard a lot about it.
Content is king. But is it all that we want or need to know?
The question that concerns us most is ‘how to make it work for us?’. And if the same question brought you here, this guide is your first step to making content work for your LMS PPC campaign.
1. First things first, create great content
Whether it is for a blog post or for your LMS PPC campaign, if you are creating content, make sure it’s great.
The first thing that the user is going to see about your LMS brand is your ad copy (which is content). Next, it’ll be your headline or your text copy’s first sentence (which are both content pieces, again). And even after that, right before the users sign-up, they’ll be seeing your CTA (again. it’s just content). No wonder, content is something we can never neglect.
So, start off with it. Research right. Know your audience and write pieces that are really actionable.
Take eLearning Industry’s landing page content for example. From the text copy to their CTA, everything is on point.
Reach the right LMS software buyers at the right time.
This text copy speaks about the purpose of their LMS PPC platform. And then the CTA copy saying “SIGN IN TO START” simply welcomes users to start promoting their LMS software with just a sign-up.
Do you think you can do this too? Try it. Brainstorm and come up with a few CTA ideas and see how they perform for your landing page.
You can also ask your friends if they’d click through if they saw your choice of CTA copy.
PPC campaigns are all about compelling the users to take action before you lose attention.
2. Use the right keywords
This is one of the pillars for building any amazeballs inbound marketing strategy.
Basically, whether for the PPC campaign’s demographics or for your landing page, keywords are crucial.
The use of right keywords would indicate your PPC network about the intent of your LMS PPC campaign. At the end of the day, it’ll optimize your PPC campaign and make it reach the right audience that you are targeting.
So, start off with keyword research. To do the same, you can use keyword tools like Google keyword planner. This will provide you with the right keywords categorized on the basis of geographical locations, search volume and a number of other demographics.
3. Smartly use visual content
32% of marketers say visual images are the most important form of content for their business. And then using the word “video” in the subject line can boost open rates by 19% and clickthrough rates by 65%. Enough reason for using a video for your PPC campaign?
No doubts, videos and other forms of visual content such as infographics and stat-charts boost engagement and make boring text blocks interesting. The right results still depend a great deal on how you create and use it. Here are the key points to make it sound easy.
- Be subtle (and less sales pitchy)
The worst thing you can do to your content is, make it sound sales oriented. We need sales, that’s true. But we need to be subtle at the same time. So, keep that in mind.
- Keep it short and spot on
While nobody likes reading huge text blocks, unnecessarily long videos too are a turn off for most audiences. If you think that your visual content is beating too much around the bush, rethink it, redesign it, cut down sentences and be spot on.
That’s the way to the promised land.
- Have a strong video script
Another brick in the wall, a good script is crucial to make your videos work for you. So, discuss ideas with your team and come up with a good script for your videos.
At the end of the day, you are creating this visual content for your LMS PPC landing pages, so make sure that it forms a perfect fit on your LPs.
4. Have a Testimonials section on your Landing Page
84% of people claim that they trust consumer testimonials as much as they would trust a recommendation from a friend. For this reason, testimonials are known to significantly boost conversion rates.
Do you still have a reason to say “I’ll use testimonials, but, not today?”
The number above clearly states how adding a testimonials section to your landing pages can dramatically boost your conversions.
Understand this and act on it. Reach out to your existing customers and ask them for providing testimonials for your service or product.
These testimonials can be in the form of videos or text.
5. Use Analytical Data to Improvise
Like you’d acquire and use statistical data to optimize any other marketing campaign, it’s good to do the same for your LMS PPC campaign as well.
In simple words, all of your content pieces will produce some results for your brand. These results can be categorized on the basis of performance.
This will help you identify the content pieces that performed worse than your expectations, those that performed as you expected and those that outperformed your anticipated ROIs.
Based on this, you can rethink your ad budget for different ad sets.
Doing this will save you from throwing away money for ads that are not performing adequately. Also, this way you can get an idea on how to optimize your LMS PPC ads in the future.
Basically, whether you are selling an LMS helping HRs improvise workplace experiences for employees or an LMS which can create courses for digital marketing lessons, your content game needs to be top-notch.
In this post, you read about some of the best ways of crafting a good content strategy for improving your LMS campaign’s PPC performance.
Hopefully, this was helpful.