Strategies for Effective Marketing
This is how to Write an Attention Grabbing PPC Ad!
Pay per click is perhaps one of the best advertising
medium available for internet based businesses in general.
It allows them to quickly “test the waters” and carefully
cut the advertising fat by choosing exactly what they will
pay for and what they won’t.
You not only get to select the keywords they want to bid
on, but you only pay when someone actually clicks through
one of those ads and is directed to your site.
Unfortunately though, advertising through PPC programs,
such as Google’s Adwords, is no piece of cake - despite
what many gurus may tell you during a sales pitch.
In fact, it may be extremely hard to get a reasonable
return on your investment in certain niches using pay per
click advertising.
However, if you keep a few basic principles in mind,
earning an excellent ROI on your PPC advertising investment
is nearly guaranteed.
So where do you start?
Arguably, the most important part of creating a successful
PPC advertising campaign is writing an ad that will
increase your click through rate (CTR), so this is a good
place to start.
Writing an ad that commands a high ROI can be broken down
into the following 4 steps:
1.Pick the right keywords.
While this seems like it has nothing to do with writing
the ad, it actually is the first and most important step.
If you want your ad to have a high click through rate, it
must be narrowly focused around a set of keyphrases that
all have the same root keyword in common.
This will allow you to repeat that root keyword 1-3 times
throughout the ad. Whenever someone searches for one of
those keywords and your ad pops up, the root will appear in
bold, since it is part of the keyword they searched for.
Doing this will make it stick out clearly, drawing them to
click on it.
2. Avoid fancy stuff in the headline.
Here, all you want is a simple description of the product
or service offered: “Grand Piano for Sale.”
Also, remember to include that root keyword in the
headline to make it stick out more. People need to
immediately see whether or not your ad is relevant. And the
best way to communicate that is to say exactly what you’re
selling.
3. Include numbers where you can.
People love to see numbers. So use this to your advantage
by inserting numbers on the first line of your ad (below
the headline) to clarify the main benefit to your potential
customers.
For example, in the “Grand Piano” ad above, you could ad
something like the following: “Choose Between 700 Grand
Pianos” or “Pay Only $500 for Your Grand Piano.”
4. Include the main benefit
Last, in your second line, include a benefit associated
with your product. Here, rather than saying something
physical about your store or product, you will explain what
the product can do for the person.
The product might “Save You Hundreds” or “Teach You How to
Make Millions.” Make sure it is compelling and relevant.
Ask yourself (and possibly a friend) whether or not this is
something that would make you take action.
There you have it. A 4-step blueprint for creating an
“attention-grabbing” PPC ad. Once you put your first ad up
and allow it to rotate, you will then want to start testing
competing ads.
The best way to do this is to alter one part of the ad at
a time. For instance, start off by altering your headline
until you get a better CTR. After that, work on your first
line - and so on.
After a few weeks of working out changes, you should have
an effective, powerful ad.
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