Top Tips for Writing Effective PPC Advertisements

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• How to Word It Well

  Your PPC ad should be so worded so as to attract only the right sort of reader. After all, you would not like to pay for those web visitors who would ultimately neither buy nor utilize your services. For instance, if you wish to reach out to wholesale clients /customer rather than retail, or if your site is more regional than international in its appeal, this has to be specified clearly in the wording of your ad. You could test out the wording by rotating the ads, and identifying which of them elicit the best response, and weeding out the ones that do less.

• Make Sure to Have a Good Landing Page

  The visitor to your site is taken first to your "landing page"; so make sure that your ad is totally relevant to your landing page. Further, while the home page may seem to be the most important page to you, a visitor may find that an inside page suits him better. In pay-per-click campaigns, research has proven that longer copy has worked much better than short copy. It would not be a bad idea to test this out yourself, keeping in mind that your industry may well have different characteristics. Remember that while longer copy generally answers all questions of a prospective customer, the length of a copy should only be as long as necessary and no longer. First test what 'length of content' works effectively for you, and then be sure to include testimonials from satisfied clients/customers. Precise targetting and attractively worded offers do grab the attention and work well.

• Choose The Right Keywords

  Remember that keyword research is as crucial for pay -per-click ads as it is for optimisation, in order to achieve top rankings in free search engines listings. With pay-per-click ads however, there are no limits on the number of keywrds or search phrases that you may want to use.You could start with a number of keywords and phrases, and then remove the ones that do not work for you.Be sure that your keywords do not relate to any other unassociated service or product.Secondly, use ads that match closely in theme to the keywords that you are using, and ensure that they are just not "loosely related." This way, they perform much better.

• The Next Thing is Testing

  You could create numerous ads within a single ad group, and run at least two different ads for a period of a week, and track and compare their performance. Remove the one that is the poorer performer.

• Use of Tracking URLs

  Tracking URLs are very useful in a PPC camapaign. They are quite easy to set up by making use of an identifier in the URL of your landing page, and they allow you to view in your visitor statistics, the activity of those pay-per-click visitors to your site.

• Measuring The Profitability

  For this, you would first need to determine the cost per visitor to your site. For any given period, this is the total profit earned by your website divided by the number of visitors.This could help you decide on the maximum cost that you wish to pay for each click on your ad. Basically , you would want to achieve a fine balance between return on your invstment and the net profit.The key to ensuring this would be to lower the cost per click.This measuring profitability tool could also help you determine your bidding strategy before you start your campaign.

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