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Pay Per Click success can hinge on the copy you
use in your advertisement. Use these tips to improve
your pay per click conversion.
Title
The ad title should be clear and when possible
should include the keyword. Studies show that
there is a higher incidence of click throughs
when the actual keyword or keyword phrase is used
in the title. Using the keyword in the title can
increase clicks by as much as 50%.
Description
The ad description should be accurate, using
the term free might bring traffic, but it will
not generate traffic that converts to a sale.
The advertisement should be used as a filter,
so that you are not paying for clicks that are
not going to convert to a sale or the action that
you desire.
Example Ads:
These Ads were produced when the keyword "software"
was searched on in Google.
This ad clearly filters users who
are interested in purchasing software and will
only garner clicks from users interested in reporting
software piracy.
This ad will likely result in a
lots of very generic click throughs. The ad gives
no indication as to the type of software available.
These Ads were produced when the keyword "software"
was searched on in Yahoo.
This ad will only direct users looking
for Point of Sale Software
This ad will likely have a very
low click through rate and low conversion. As
the ad is not really related to the original search
term.
Landing Pages
While landing pages do not affect your click through
rates, they will affect conversions: the number
of people that take the action that you would
like. Landing pages should have a direct relationship
to the original keyword that the visitor entered
in the search engine.
In other words, if you serve an
ad promoting point of sale software, the user
clicks through and the landing page is all about
music software, you will not generally make the
sale.
According to Yahoo, research indicates
that 96% of customers prefer a specific landing
page to a general page. Many advertisers direct
users to their main page rather than a specific
web page. This could result in lost sales.
Related Articles:
What is Pay Per Click
Advertising?
Pay Per Click Terminology
How
to Locate Good Keywords?
The Keyword Search
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Developer
101
Writing PPC Ads