Pay-per-Click has grown substantially more competitive and expensive
over the past 24 months. Whereas competitive bids once commanded
$0.35-$0.60, they now range from $1.00-$5.00 per click. These rises are
due in part to the recognition by companies big and small of the ROI on
this form of exceptionally targeted advertising. No other paid method
of inclusion provides such a well chosen audience, and measuring
conversion & traffic down to the exact point of profit requires
only a few steps. In order to compete in this market, search
advertisers must use intelligent strategies to beat their competition.
Attracting eyeballs and clicks to your ads while armed with the best
tracking technology has to offer are the keys to using PPC successfully.

Writing Great PPC Ads

There
is no 'secret' to writing great PPC ads. It is often trial and error
that creates the best ad. However, common sense and a deep
understanding of your customer base can help to start off on the right
foot. Before writing your PPC ads, you should be able to cogently
answer each of the following:

  • What are the demographics of your target market – geography, income, gender, age, etc.?

    The demographics will tell you what messages your audience will be
    receptive to – i.e. don't use the same writing style for urban males
    age 20-30 that you would for rural women aged 40+.

  • Are your buyers new to your product, or are you selling familiar goods/services?

    If your products are unfamiliar, you will have to do a little
    explaining in your ad – tell them what problem your product fixes or
    why they need it. If your products are well known and are being
    directly searched for, use more nuance and sizzle to generate
    click-throughs.

    • Read the rest of this entry

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