Writing successful PPC Ads

Beyond just improving Click-through rate

Having dealt with setting up an AdWords account and testing landing pages, it’s time to perfect your creative. Those challenging three lines Google taunt you with, or the daunting 40 and 70 characters Yahoo allows you.

Writing ads for search engine advertising is almost like writing headlines. It requires an ability to distill information into attention grabbing character restricted words. Reading headlines from any of the more sensational newspapers can get you in the mindset.

Unlike headlines, however, the ads need to include a call to action. “Buy, learn, click, try” are all words that motivate readers to do something that involves them interacting with your site through the ads. Using this type of approach will help improve your CTRs. As starting point, look at ads that are already running for the keywords you want to use. They can tell you what elements are being used to attract clients.

The next thing that helps is using the actual keywords in the ads. Most engines allow for dynamic keyword insertion. Google does it by adding keyword, though you should add alternative text in case the keyword runs more than the 25 characters of the title line or the 35 of the two lower lines.

Using capitalization for each word has proven to be effective for Google ads, but the key to finding the perfect ad is testing. When starting a campaign, write two ads for each ad group. After you’ve had enough impressions, anything over few thousand is a good enough to start, keep the winning ad and write a new challenger.

Keeps the winner running for 75 percent of all impressions and give the rest to the challenger. How do you do this? All engines now allow you to run numerous ads.

Duplicate the winning ad three times to the challenger’s one. By doing this, you’re always working to improve your creative, but not risking the bulk of your potential conversions.

Beyond just improving the CTR, tie in conversion success. Sometimes an ad will have high CTR but convert poorly. No sense paying for that non-converting traffic. Use tracking code with the ads so you can compare the cost per acquisition. As you go forward, you’re able to test and keep the ads that really sell your products and services.

Posted by RedChilliSearch.com – Pay per Click Advertising

Red Chilli Search | redchillisearch.com | Rowan Court, Cavalry ParkRowan Court | Cavalry Park | PeeblesScotland | EH45 9BU |
| | 0845 643 9958 |