There are many different concerns relating to how to make an ad campaign work well on PPC. The right keywords is the surest place to start. Bidding for them can be costly if you go for the really popular ones, then you've still got to get them to work for you. Pay attention to what goes into your ad. It's your point of contact and the words and phrases you choose to sell your site can really be the difference between success and failure.
You will have a sum total of three lines worth of text to sell your site to customers. It has to be good, or else people will read it and forget it in an instant. To get noticed you need to encourage people to read your ad. Then you need to encourage them to click on it. PPC ad campaigns can fail so easy.
Conventional marketing does well using long copy, and framing the product in a story. Unfortunately, this method doesn't work when all you have to use is three lines. You'll have to attract attention and get a click with very few words indeed. That means that all of them have to be good ones. If you want to make your PPC campaign work, one of the most important things is understanding how to make those lines do their job. Go from writing sales novels to ad haiku!
Like many other situations, the 80/20 rule applies. Here, it means that the majority of an ad's effectiveness is in the headline - about 20% of the ad itself. This is true in other forms of writing, and it's definitely true in a PPC ad campaign. In fact, in a PPC campaign, this is even more true, since there's no way to make up for a bad headline.
Be sure that everything about your ad is appealing. Trying to get the right words is a chore, but you can do it with some careful thought. Good spelling and punctuation is a good start, there's nothing more unappealing than an obvious mistake in advertising. It just cries out for the customer to turn away fast. It's almost like a form of shame.
Make sure you get attention first. There will be more ads than just yours in the search page sidebar. If you want to get customers, you'll have to stand out. Make your headline and copy appealing and attention grabbing. If possible, pique the viewer's curiosity - make him or her want to know what's behind that ad.
Keyword placement is another important factor and shouldn't be neglected. Try using your keyword phrase in the headline and see what sort of results you get. Make sure that next line is just as eye-catching, too. Don't use phrases like "quality service" or ramble on about how long you've been servicing the area. "Great products and services" is a great sign for a shop window, but will get you nowhere in pay per click.
The last line is important, too. So use it to tell the customer why your product is the best, or give them an offer they can't refuse like a special. This really does increase the chances of an eventual sale. Don't use deceptive wording, it might get you more clicks, but you've little chance of converting the click to a sale.
While the ads are shorter, PPC campaigns aren't any easier to write than other types of advertising. Make sure that yours are attention getting, clear, and effective - you'll stand out from the rest and increase your sales.
You will have a sum total of three lines worth of text to sell your site to customers. It has to be good, or else people will read it and forget it in an instant. To get noticed you need to encourage people to read your ad. Then you need to encourage them to click on it. PPC ad campaigns can fail so easy.
Conventional marketing does well using long copy, and framing the product in a story. Unfortunately, this method doesn't work when all you have to use is three lines. You'll have to attract attention and get a click with very few words indeed. That means that all of them have to be good ones. If you want to make your PPC campaign work, one of the most important things is understanding how to make those lines do their job. Go from writing sales novels to ad haiku!
Like many other situations, the 80/20 rule applies. Here, it means that the majority of an ad's effectiveness is in the headline - about 20% of the ad itself. This is true in other forms of writing, and it's definitely true in a PPC ad campaign. In fact, in a PPC campaign, this is even more true, since there's no way to make up for a bad headline.
Be sure that everything about your ad is appealing. Trying to get the right words is a chore, but you can do it with some careful thought. Good spelling and punctuation is a good start, there's nothing more unappealing than an obvious mistake in advertising. It just cries out for the customer to turn away fast. It's almost like a form of shame.
Make sure you get attention first. There will be more ads than just yours in the search page sidebar. If you want to get customers, you'll have to stand out. Make your headline and copy appealing and attention grabbing. If possible, pique the viewer's curiosity - make him or her want to know what's behind that ad.
Keyword placement is another important factor and shouldn't be neglected. Try using your keyword phrase in the headline and see what sort of results you get. Make sure that next line is just as eye-catching, too. Don't use phrases like "quality service" or ramble on about how long you've been servicing the area. "Great products and services" is a great sign for a shop window, but will get you nowhere in pay per click.
The last line is important, too. So use it to tell the customer why your product is the best, or give them an offer they can't refuse like a special. This really does increase the chances of an eventual sale. Don't use deceptive wording, it might get you more clicks, but you've little chance of converting the click to a sale.
While the ads are shorter, PPC campaigns aren't any easier to write than other types of advertising. Make sure that yours are attention getting, clear, and effective - you'll stand out from the rest and increase your sales.
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