Pay Per Click StrategiesBetter Pay-Per-Click Results Start Here – We Guarantee It!

In the post entitled, Are You Making This All-Too-Common Mistake with Your PPC Campaign?, we relayed two reasons it’s critical to constantly monitor, tweak and analyze your PPC campaigns.

One of the reasons was that customers become blind to your ad, eg, they gloss right over it because they’ve seen it so many times. At this point you may be thinking, “But what do I tweak? I don’t want to mess with a successful ad?” And we’re not telling you to. What we are saying is to change ads that are underperforming. Sometimes, something as minute as changing the punctuation in an ad can skyrocket your results. 

How Important Is the Headline in a PPC Ad? 

Industry experts say that five times as many prospects read your headline as opposed to the description line. As the headline is the most important part of any PPC ad, here will give you three tips on tweaking it that could help your ads to perform better, ie:

>  Spark curiosity by making it a question, eg, Want to Make $100 Today?

>  Mention a benefit, eg, Eliminate Dry Skin Today

>  Add a negative qualifier, eg, May Bahamas Cruise: $559+ (there are two negative qualifiers here – the month and the cost. This weeds out those who are, for example, looking for a fall Bahamas cruise for under $500).

PPC Marketing Fact: Specifics Sell; Generalities Repel
 

What we find most often is that many ads are too general. Most PPC advertisers are so afraid of scaring off prospects that they cast too broad of a net.

Making money on the web is about niche, niche, niche, ie, specifics, specifics, specifics. While your clickthrough rates may decrease, your conversion rates will increase the more specific you are in your ads.

Note: PPC, as with every other type of marketing is a test, test and retest form of advertising. When you change ads, you always run the risk that they will perform worse. But the only surefire way to get them to perform better is to tweak them.