Pay Per Click Ads - Do You Know How to Write Them?

What Are Pay Per Click Ads or PPC Ads?

Purpose of Writing Pay-Per-Click-Ads:

• Surefire way of giving your website a high profile and
• Getting the right sort of user to click on and visit your website.
• Online advertising PPC is a low risk type of advertising, as you pay the particular search engine only if someone clicks on your ad.
• You could set a daily budget, while advertising pay-per-click and you would not be billed beyond that.
• You could monitor the Returns On your Investment (ROI), by tracking the user right from when he clicks on your ad, to the time that they leave your site. (It is to be noted that you would require detailed visitor statistics and on - site tracking on your site for this purpose).
• A pay-per-click advertising promotion campaign will show you just how effectively your key phrases and keywords are working. This can only benefit you in your search engine optimization work to get high and prominent rankings in free search engine listings. After all, search engine optimization in the long term, has often proved to be the one online marketing option that is the most cost-effective.

What Are the Factors to be considered Before Creating Pay-Per-Click Ads?

• Discovery

  The purpose behind the Discovery Phase is to get a comprehensive understanding of all related issues related to that particular online advertising PPC campaign, and then to determine which are the most effective keywords to be bid on. A budget involving time and money would have to be first agreed upon, and metrics to measure and record the success or the failure of your PPC campaign, would need to be set in place. Next, you would have to undertake running a campaign to test the effectiveness of the targeted keywords, and how well they can convert- after which, you could include the best key phrases and words in your search engine optimization campaign. Indeed, to a large extent, running a successful PPC campaign is all about identifying the most effective and the best keywords for your website.

• Design

  The purpose behind the Design Phase is to design the Pay-Per-Click promotional campaign based upon the short and the long term needs and those strategies determined in the Discovery Phase, and to develop the bidding strategy. This includes the modeling of keywords taking into account estimated click-through rates, conversion rates and monthly counts, identifying site landing pages and whether the site is informative or content driven and if there are high quality products to be advertised, determining destination pages for purposes of conversion, deciding which PPC search engines would be used for the promotional campaign, and identifying tracking and reporting tools.

• Development

  Here, the purpose behind the Development Phase would be the development of the PPC campaign based on the short and the long term needs, the strategies, and finally the campaign design of both; the Discovery and Design Phases. Also included in this Phase, is the issue of conversion of audience-related issues into creative content statements. In order to covert ad copy readers to ad copy visitors, you must appeal directly to the person who is looking at your ad; else he may read it without realizing how it relates to him.After finalizing the creative content statements, the ads are then customized to fit each PPC engine's constraints- like the reach of the engine, its demographics, and the length of the ad-, and bidding strategies are also developed.

• Deployment

  The purpose here would be to launch the PPC campaign, by uploading- either electronically or manually- the pay-per-click-ads to the PPC engines. While some engines allow such ads to go live almost instantly, some others do require editorial approval first.

Related Articles

Bookmark this page Email this to your friend Add this page to del.icio.us