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Google Adwords PPC Keyword Article
4 PPC Ad Copy Click Tips Ever wondered why your ad copy is not performing? Have you thought about the market you want to sell too, but find your click through rate (CTR) isn’t what you expected? Would you like an ad copy strategy that brings in instant highly targeted traffic? Well, here are 4 tips that can’t fail. Pay per
click (PPC) marketing allows you to put your product or service out in front of
almost ten million people a day. That sort of traffic is worth paying for. For
further tips and tricks on Adwords PPC marketing go to
Adwords PPC Guide. Having a high number of impressions is only 20% of your Adwords crusade, this is the easy part. The next 20% is attempting to get enquirers to click through to your landing page. Simply having tens of thousands of impressions each day is of no value and in fact will drastically affect your quality score over time causing more cost to you. What you need is for those visitors to click through to see exactly what you have on offer. High impression volumes is not enough, you want quality visitors that click through. This is your challenge and what we will look at today. The amount
of space various search engines let you use in each line of your ad copy varies
from one search engine to another. For example, in Google ads are composed of 5
lines, 4 of which are displayed to visitors with each line having a maximum
length that tests the ad copy writer’s ability to express a product or service
features succinctly. You must make every letter count. The first line of your ad copy is known as the headline. The headline is generally designed to carry the main keyword for an Ad Group. This line can contain up to 25 characters in length and that’s including spaces. The headline will perform best if it contains the main advantage you offer. For example, if you are selling an e-book on sailing in open waters, you would construct a title along the lines of any of the following: Ocean
Sailing If your e-book is about sailing along the coast then you would emphasise one of the following in your headline: Coastal
Sailing You only have 25 characters including spaces so use a strong attention grabbing headline that also contains your main keyword. Any keywords displayed in your ad will be displayed in “bold”, this will standout and be noticed by your audience. The next lines of your ad copy are known as description lines. In the first description line you can outline the benefits of your product or service and the second description line the features. You must be concise here as each line can only contain 35 characters in total and you must not forget to fit in a call to action. In the first description line focus on what you feel the buyer can gain from your product. All buyers are simply trying to satisfy a need, they have a problem that needs solving so tell them how your product can help them solve their problem. For example, following on from our sailing example, “Cheap Holidays At Sea”, “Travel Where and When You Want”, “Island Hop Your Way To Paradise”. In the second description line make references to what buyers will receive if they purchase from you. For example, “Phone Support For 3 Months”, “Additional Bonus E-Book”, “Safety Tips In Storms”, and so on… For best
success target each of your ads to a precise dilemma you believe your customers
may be facing. The more highly targeted your ad is to the problem solving
aspects your customers may be facing the less wasted clicks you will receive.
Each ad must be directed to a specific problem. Targeting the correct class of visitor is what PPC advertising is all about. Each ad must be constructed to solve your prospective buyer’s problems. You don’t want time wasting tire kickers clicking on your ads, so know the niche group you are aiming for and only appeal to sincere buyers. Another
technique to use in ad copy construction is to place your keywords of interest
in more than one place. Imagine which ads within a group of ads stand out when a
person searching for a solution to their problem sees an ad with their relevant
keyword in more than one place. Testing conducted by the Adwords Navigator Marketing Centre reveals that these types of ads perform must better across the board than ads with only one keyword displayed. Also, ads containing your main keyword in just one place out perform those with no keyword displayed. The ideal way to construct your ad is to have a relevant keyword in the headline, description line and even your display URL if possible, so long as the ad is not all keywords, but still conveys a message. Don’t use too many keywords forsaking clarity in your message. This will appear disorganised loosing click appeal. The fifth line in your ad is the destination URL, the address of your landing page (the page people go to when they click on an ad). Depending on how many products you have for sale it is imperative to take your prospective customer to the correct landing page at your website. Get the
idea? Ad copy writing is not rocket science but does require some thought in
your presentation. When setup the right way your ad copy will be attractive
appealing standing out among a group of other ads. For more detailed information on learning how to generate highly targeted traffic to your websites, both free and paid, and how to organize your keywords, ad groups and locate negative keywords to ward-off unnecessary impressions and clicks, reduce your costs to make money marketing the way professionals do, click this link for more information http://www.AdwordsNavigator.com/ Paul Goodwyn is the Founder and CEO of Adwords Navigator PPC Marketing, offering Google Adwords pay per click advertising, management, account set up, affiliate training, professional marketing consultancy services, keyword and ad copy research and analysis strategies.
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Disclaimer: The content provided in this article is not
warranted or guaranteed by Adwords Navigator.com. It is intended
for educational purposes in order to introduce to the
reader key ideas, concepts, or product reviews. As such it is incumbent upon
the reader to employ real world tactics for security and implementation of best
practices. We are not liable for any negative consequences that may result from
implementing any information covered in this articles.
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Paul Goodwyn & Bilambil Investments is an independent
consulting & publishing company,
and is not affiliated with Google. |