Creating Good Pay-per-Click Ad Copy

Your goal in pay-per-click marketing is not to drive clicks, but todrive qualified clicks. There's a big difference between the two. Inthis article, I'm going to talk about some strategies you can use tosend a message a that can enhance the likelihood of a qualified click.

Free Shipping

Freeshipping is a good promotion that can get fence-sitters to buy. Theconcern can be that if the marketplace is rife with free shippingpromotions and you don't have one, you're going to lose out. Anotherconcern is if you have a free shipping promotion too often, consumersmight wait until your next one to buy. If a dollar amount is requiredto qualify for free shipping, and especially if that dollar amount isconsiderably higher than the average order, be sure to give that infoup front. Free shipping on $50 doesn't mean as much to someone shoppingfor CDs as free shipping on $150 sounds to someone shopping for a newDVD player. Free shipping works really well around the holidays.

Follow the Supply Chain

Thinkabout associated items your customer might also be interested and thatfit naturally with your primary message. For example, if your ad is forrunning shoes it might also be worth mentioning that you also haverunning socks and apparel, because someone buying new running shoesmight also be interested in other running related items. Let them knowyou have a full stock of related merchandise.

Be Specific - Tell the Consumer what you want Him or Her to Do

Ifyou're trying to drive leads by getting clicker to complete a form, sayso. "Register today for...", "Sign up for...." tell the clicker what heor she is going to have to do when they get there. This will have theadvantage of discouraging clicks from people who aren't going to wantto fill out your form.

Promotions and Specials

Verysimilar to Free Shipping. If you have one, mention it, but be clear."10% off $100", "Buy 2 get 1 free". Keep you average order value inmind.

Leverage your Brand

If your companyhas some brand recognition, use it. "Official JoeWidget Site". This canwork especially well if other people are permitted to resell yourproducts and are bidding on you brand terms as well, which brings metoo the other part of leveraging your brand: don't let other people useit. If you're a manufacturer and sell wholesale, then resellers havethe right to use your brand. But if your name is JoeWidget, and no oneelse is permitted to sell JoeWidget widgets, use that to your advantageand make sure no one else is using your name. Both Google and YahooSearch Marketing will take down trademark infringers if you inform themit's going on.

Be Honest

Above all, don'ttry to trick the consumer. Don't bring them in on a false message or dothe old bait and switch. Give the consumer an honest message, fulfilltheir expectations, and they'll remember that the next time they'reshopping and they see your ad again.

Body Copy: Don't Overlook the Obvious
Search engines can do only two things: index text on the page and follow hypertext links. Possibly the most overlooked place on a Web page to include targeted keywords is in the actual viewable body copy of the Web site.
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