Peter sells aircraft and has been relying on traditional methods to help him sell his aircraft. Recently, he’s felt like his traditional advertising isn’t as effective, so he wants to try moving to online advertising. He learns about pay-per-click (PPC) advertising and wonders if it’s the right strategy for his business.
If you’re in the same boat (or plane) as Peter, we’re here to tell you that PPC for aircraft sales is a great way to advertise your products to interested leads.
So, how can you get started with PPC?
Check out these six tips for getting started with advertising for aircraft sales! And if you want to start looking into PPC services, contact us online or call us today at 888-601-5359 to speak with a strategist!
1. Conduct keyword research to find relevant terms for your ads
When you start advertising for aircraft sales, the first thing you want to do is conduct keyword research. PPC ads operate on keywords — users search with keywords and trigger results based on the key terms they use.
You need to integrate keywords into your PPC ad to ensure it appears in relevant search results. You can use any number of keyword research tools, like KeywordsFX, to help you find applicable terms for your ad.
When you search for keywords, focus on long-tail keywords. Long-tail keywords contain three or more words, like “Diamond aircraft for sale.” These keywords are best for your ads for two reasons:
- They drive more qualified leads: Long-tail keywords have a more explicit search intent. As a result, if someone searches those terms and clicks on your ad, you know they’re interested in buying an aircraft from your business.
- They cost less: Since long-tail keywords are more specific, they have less competition. Less competition means a lower cost-per-click (CPC), so you can maximize your budget.
Once you find relevant keywords for your ads, you’ll want to integrate them into the ad copy and landing page to show Google, and users, that your ad is relevant to the search results.
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2. Use negative keywords to ensure your ad only appears in front of relevant leads
When you craft PPC ads for aircraft sales, you might find that your ads appear in search results that are related to the keywords you choose but aren’t relevant to your business. You don’t want to appear in these results, as they don’t drive relevant leads for your business.
With negative keywords, you can prevent your business from appearing in these types of searches.
For example, let’s say you’re running an ad that targets the keywords “small used aircraft.” You find out that your ad appears for the keyword “Diamond small used aircraft,” but you don’t sell any diamond brand aircraft.
In this case, you could set “Diamond” as the negative keyword so that your ad doesn’t appear for “diamond small used aircraft” but continues to show for “small used aircraft.”
By creating a list of negative keywords, you’ll help your ads only appear in front of relevant leads, so you can get the most from your ads.
3. Use ad extensions to entice your audience to click
If you want to be successful with advertising for aircraft sales, you need to use ad extensions for your PPC ads. Ad extensions enhance your advertisements by offering additional information that entices leads to click.
There are many ad extensions you can use for your PPC ads, including:
- Callout extensions: These extensions enable you to highlight features that make your business stand out from your competition.
- Call extensions: These extensions enable you to add a phone number to your PPC ad.
- Structured snippet extensions: These extensions enable you to highlight your products or services.
- Sitelink extensions: These extensions enable you to add links to your PPC ad.
- Location extensions: These extensions enable you to add your business’s address to your ad.
You can use any combination of these extensions to help enhance your ad experience. Plus, it doesn’t cost you extra to use them!
4. Create a custom landing page to keep your audience focused
When you create PPC ads for aircraft sales, there are two critical components of your ad — your ad copy and your landing page. For this tip, we’re going to focus on your landing page.
Many businesses make the mistake of using a page from their site as a landing page. The problem with using a page from your site is that it isn’t tailored to the audience’s experience and can often leave them feeling confused.
Imagine you’re shopping for a used Turboprop aircraft. You see an ad that looks relevant and promising. You click on it, only to find you’ve landed on the homepage of the aircraft seller’s site.
Now, if you want to find their selection of Turboprop aircraft, you must go digging through their site to find it. Most leads, unfortunately, won’t go that far. Many of them will return to the search results and look at a competitor’s site instead.
Even if they remain on your site, they may get distracted by features on your site, like navigation bars and social media links, that aren’t generally on a landing page.
Instead, you can create a custom landing page that enables you to tailor your audience’s experience.
Here are some best practices for creating custom landing pages:
- Make sure your ad copy and landing page match
- Use high-quality visuals, but don’t overload your page with them
- Use directional cues to guide users’ eyes
- Highlight the essential selling points of your product
- Use social proof
- Integrate one descriptive and noticeable call to action (CTA) button
5. Test your ad copy to put out the best version of your ad
Once you craft and launch your ads, your job isn’t done yet. PPC for aircraft sales involves monitoring and testing your ad copy to ensure you’re putting out the best version of your ad. The first version of your ad won’t always be the best — there’s still room to improve.
You can use A/B testing to test out different elements of your ad. Some elements include:
- Ad copy
- Landing page design
- Ad extensions
- CTA button placement, color, and text
- Visual choices
When you test these elements, be sure to test them one at a time. If you test more than one aspect, it will muddle the results and make it difficult for you to identify what’s positively impacting your ad performance.
6. Conduct a PPC audit to find areas you can improve
Last on our list of tips for PPC for aircraft sales is to conduct a PPC audit. After you run your campaign for some time, you may find you need to improve it, but you’re unsure how. A PPC audit is an excellent way for you to gain insight into where you can improve.
When you’re continually monitoring and optimizing your PPC campaigns, it can be hard to see where there are shortcomings. With a PPC audit, though, you can get a fresh perspective that can help you determine where you need to improve.
Check out this video to learn how you can conduct a PPC audit for your aircraft sales business!
If you don’t have time to conduct a PPC audit, you can get a PPC audit from a professional marketing company!
Get started with PPC for aircraft sales
PPC for aircraft sales is a great way to help your business reach qualified leads looking to buy aircraft from you. When you’re busy educating and selling customers on aircraft, you may not have the time to dedicate to developing a PPC campaign.
That’s where WebFX can help.
We have a team of over 500 marketing experts who are Google Ads certified, so you can feel confident we know the ins and outs of PPC advertising. We craft custom campaigns for our clients that help them increase leads and revenue for their business.
In the past five years alone, we’ve driven over $3 billion in sales and over 7.8 million leads for our clients.