Marketo-DG2DA
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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
PAY-PER-CLICK (PPC) SEARCH ADS<br />
Call-to-Action Strategy<br />
PPC ads are a great place to<br />
showcase your content and<br />
products, but keep in mind that<br />
people who search for your<br />
keywords may be unfamiliar with<br />
your company. This means that it<br />
often doesn’t make sense for your<br />
CTA to always be a sales pitch.<br />
Instead, offer them a piece of<br />
content that is applicable to their<br />
search query.<br />
As an example, take a look at this<br />
LinkedIn ad that appears for the<br />
keyword “social selling”. LinkedIn<br />
offers their audience a how-to<br />
guide on social selling. LinkedIn<br />
also offers up some stats in the ad<br />
itself that helps prove the value of<br />
social selling for your business.<br />
Although most people are familiar<br />
with LinkedIn, the brand wants to<br />
offer a valuable piece of content<br />
to help educate its audience<br />
instead of merely talking about its<br />
own product.<br />
Ad Extensions<br />
You can ad additional<br />
information to your PPC ads with<br />
ad extensions, including:<br />
• Sitelink extensions<br />
• Location extensions<br />
• Call extensions<br />
• App extensions<br />
• Review extensions<br />
• Callout extensions<br />
Here is an example of a PPC ad<br />
from ShoeDazzle that includes<br />
sitelink extensions for its<br />
website—the blue text at the<br />
bottom of the ad.<br />
LinkedIn PPC Ad<br />
ShoeDazzle PPC Ad with Extensions
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