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May 2, 2008
Pay Per Click Ad Writing Tips – Get the Visitor and the Sale!

If you want to maximize your return on investment with Pay Per Click (PPC) advertising, achieve tangible results, and increase targeted traffic to your site, the most important decisions will be made before a penny is spent. In addition to creating a budget and sticking to it, defining your target audience, and conducting extensive keyword research, writing compelling ad copy will be a key factor to whether your PPC ad campaign delivers or not.

The Pay Per Click ad writing tips on this page will help define your decisions and convert your site visitors into revenue!

  • Consider your Target Audience First! – The importance of this cannot be overstated. This will be part of your initial and ongoing keyword research but use ad copy specifically chosen to appeal to the people that you want to reach. Is your target demographic primarily men or women? Older or younger?
  • Keep it Lean – In most cases, you’ll have room for 25 words in the ad copy so eliminate unnecessary words such as ‘in’, ‘it’, ‘to’, etc. Each word must be carefully chosen to maximize the amount of information in the ad.
  • Use your Keywords – Use the keyword that you have targeted in the title, the ad copy, and especially, on the landing page. Make sure that you have a different landing page for each ad. This may sound like a lot of unnecessary work but if your visitors land on a home page or generic landing page for all your ads, your conversion rates will suffer.
  • Use Complete Sentences – Studies have shown that complete sentences in the ad copy lend credibility to the ad and increase click-through rates.
  • Use the Keyword in your Landing Page URL – Remember that the URL is part of the as copy so instead of using ‘www.YourURL.com’, try ‘www.YourURL.com/keyword’. This also ties in with creating a unique landing page.
  • Include a Call to Action – Use words in your ad copy that inspire action or curiosity. Ask them a question. Provide a benefit. Use words that trigger a response like ‘easy’, ‘free’, ‘saves time’, ‘money-saving’, etc.
  • Try Several Different Versions – Be prepared to try several different versions of the ad to see which ones are more effective and learn from the ones that aren’t. PPC advertising is constantly evolving so be ready to capitalize on market trends when they’re hot.
  • Bold the Keywords in the Ad – Search results pages tend to be very ‘busy’ in a visual sense and also very competitive. Remember that web users scan a page for information. Putting your keyword in bold in the title and the ad copy makes it easier to find on the page and increases your chances of attracting clicks.
  • Learn from your Competition – Monitor what your competitors are doing closely and don’t be afraid to borrow ideas. Make a list of the things they do well and incorporate them into ads of your own.

These PPC ad copy tips will help you get started on writing compelling ad copy that gets results but always remember that success with PPC advertising is very situational. What works for one company may, or may not, be effective for yours. Conduct research, be willing to try different things, analyze your reports, and adjust accordingly. After some practice, you’ll be writing like a pro!

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Nick Stamoulis is the president of the full-service Internet Marketing Firm, Brick Marketing.  Nick’s philosophy and strategies can be found in his SEO blog the, Search Engine Optimization JournalNick Stamoulis is also the editor and publisher for seven Internet marketing-related blogs: Pay Per Click Journal, Social Marketing Journal, Blog Marketing Journal, Email Marketing JournalLocal Advertising Journal, and Online Publicity Journal.

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