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PPC Ads – The Good Ones Will Lead To Breakthrough Leads | Dave …

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Pay Per Click Ad Writing Tips ? Get the Visitor and the Sale …

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Pay Per Click Ad Writing Tips – Get the Visitor and the Sale!

Read more:
Interfuse – Episode 7 – Jim Brown on Pay Per Click Advertising …

When it comes to a successful PPC campaign, strategy starts with a great ad. All the number crunching, bidding, analysis and monitoring out there will mean nothing if your ads are not enticing those who see them to click through and read more. There. I said it.

So, all strategy aside, how do you write a great ad? Well, I’ve got a few tips that should get you writing scintillating ads that draw masses of qualified traffic to your site.

Step Number One – the Headline

The biggest problem with writing a clear, concise, and attention grabbing headline, when it comes to PPC, is that at best, you’ll have around fifty characters to do just that. Not the easiest thing in the world.

When you are constrained in this way, you are going to need to strip away the unimportant. For instance, if you choose the headline “Solar Water Heaters” you’re describing the product. Alternatively, something like “Save $$$ on Utilities” is a little more immediate and attention grabbing, isn’t it?

Make your headline a short version of your biggest selling point – rather than your company or product name, unless of course you have a well known brand!

Step Number Two – The Description

Again, especially if you’re using Google’s AdWords, you’re going to have limited characters to work with here.

Imagine you use the description – “Join our proven program, and make money from home. No cost involved.” Not bad, but not fantastic either! Now consider: “Thousands of people are working from home! You can too! Join Now – FREE!”

Notice how the second version taps into excitement, while the first is merely descriptive? That’s what you want – get your potential clients excited, and get them to click through – which is how you will make your money!

Use Emotive Words

When space is limited, using emotive words is going to be your ace in the hole. Proven, new, love, cash, and a whole lot of other words are “power” words, which help draw the eye, and visitors. Use them instead of boring descriptions, and you’re halfway there.

More Than One Ad

Now here’s the really awful part – if you’re planning to amp up your PPC strategies by writing killer ads, you’re going to have to write more than one. Then you’re going to have to run them all. And monitor the results you get from each of them.

Remember, just because you think your ad is fantastic, that doesn’t mean your potential clients are going to agree! Which is why, even if you change your ads, you need to go back to the drawing board, as it were, and do your testing. Your clients, and potential clients, will always tell you what they think of your ad – by their click through’s, and by your conversion rate. And if you combine a killer add with a squeeze page, and list building, you should have a campaign that will give you great results.

Consider the Scenario

Here you have someone, looking for a specific product or service on the internet, which they do not want to pay for. You have spent a considerable sum bidding on the word free, even though you know that you are not, in fact, offering a free service or product, but merely using it as a hook to draw in traffic.

The people who have taken the time to type in “free” as a part of their search term are not looking to spend money. They are not going out there with the idea of buying a product or a service. They want something for nothing, and you’re not likely to change their minds.

The Results

When you use the word free in your PPC campaign, while never meaning to supply anything free of charge, or when you are only offering a free trial, you have two basic groups of results. In the first, visitors click through, realize you are not offering anything for free at all, and leave. You pay for the click.

In the second scenario, your visitors decide to download your free trial, and 99% of them use it until the trial is over, and then never make a purchase. Or worse, they trawl the internet for a crack, and steal your product.

Neither of these is desirable, and neither will result in what you want – a high volume of traffic, and a high conversion rate!

When Free Works

There are times, however, when you can leverage the power of the word free in your PPC campaign. Many software developers, for instance, offer free, basic versions of their premium services. Some sites offer free basic membership, and many other sites offer a free item, like an ebook, to potential clients, to encourage them to join a list, or participate in some other type of marketing.

In the case of the former, where a basic version of a premium product or service is offered, the user has time to grow to love your product or service, and realize the value of paying for it. In the latter, you give away an item, in exchange for something far more valuable – information.  Which you can later use, through an email marketing campaign, to gain what you want – sales.

As you can see though – the strategy of simply using the word free in your PPC campaigns may have worked in kinder, simpler times, when internet users were more forgiving, and willing to forgive your faux pas. However, nowadays, you’d better be giving something away when you use the word free – or you’re going to spend a lot, for very little return!