Efficient Use of Pay-Per-Clicks Part 2 - Copy Writing
So you found the keywords that are cost-effective for your ad and will attract targeted prospects, but for some reason your ad won’t show on the first search page or no one is clicking on it. Media consultant Daniel Rause explains, “Your ad not showing on the first page Tatoo Removal Mooresville Nc not be a product of your low bids. It may simply be a product of lack of clicks, and lack of clicks may be a product of poor copy writing.”
If you are using Google AdWords or something analogous it is important to realize that the system awards ads that are clicked on more often because Google makes more money off of the advertiser whose ads get more clicks. So essentially, if an ad gets more clicks then its advertiser gets to bid less and still have a prominent position for his ad. With this in mind, one would do well to write his ad in a manner that is most likely to get targeted clicks. Why would one post an ad for any other reason anyway?
On writing effective ads, Rause points out, “Since there is limited space for any pay-per-click ad, the goal should not be to sell your product. Rather, the goal should be to get a prospect to your site, and your site is where you do the selling. Acne Natural Treatment have found that a wonderful way to do this is to ask a question that the prospect is asking on my title line, answer the question on the first line, and then explain how my site will get the prospect what they desire on my final line using an open thought.”
“For example,” Rause explains, “When I wanted people to come to my business opportunity site, I first had to consider what an interested prospect would be searching for. I decided my prospect would likely be searching for a way out of the doldrums of wages and standardized 8-hour days with little opportunity to save some of their meager salaries, but this was Diesel Truck Muffler Noise Reduction Extreme too much to use as a title. I finally whittled the concept down to the necessity for financial freedom, specifically “financial freedom” because the phrase contained a flowing alliteration. Thus, for my title I ask the question, ‘Want Financial Freedom?’ Since my prospect will be asking much the same question their eye is drawn to my ad.”
“Next, to keep their attention, I answer their question in my first line, emphasized with my only allowed exclamation point, ‘Yes, You can get the cash you Need!’ (Notice the capitalization of ‘need’ for further emphasis.) I am telling my prospect that I have the answer to their specific question, but now they want to know how, so in my final line I explain how my site has the answer. I tell them the method for which I can get them what they desire, but I intentionally leave my explanation vague and trail off, driving them to my site to find out more, ‘Serious Work at Home Opportunity…’”
Rause points out that using this technique, coupled with the keyword techniques explained in Part 1 of this series, his ads have a consistently efficient click-through-rate that allows him to keep his bids low and his ads on the first page of his prospect’s searches.
Rause summarizes, “Ask what the prospect is asking, answer his question, then tell him how your site will help him realize his desires. Get them to your site with your ad, then give them the pitch when they get there.”
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