Successful Pay-Per-Click Advertising Tips

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Pay-per-click advertising campaigns like Google’s AdWords is still one of the most effective ways to drive targeted traffic to your website. However, it can take a bit of trial and error to get your campaign working the way you want it to. Here are some successful pay-per-click advertising tips to help you skip the error and get right to the profits.

Put your keywords in your headline
This is important. People are searching by keywords and keyword phrases. When your keywords are in your title they notice your ad. It stands out.

Make your headline really capture attention
In addition to your keywords, you really want to go get the biggest bang for your buck with those 25 characters. Grab attention with controversy, questions, or hard-hitting emotional copy. Know your USP and use it to craft a compelling headline.

Place the benefit directly under the headline
With most PPC ads you get four lines of copy. You get the headline. You get two lines of copy and then you get your URL. With Google AdWords you get 25 characters for the headline and 35 for each respective line of copy and then your URL. Placing the benefit of your product, service or offer under the headline holds their attention long enough that they read the next line.

Place your features and/or call to action on the second line of copy
For example, credibility can be demonstrated with data: “5000 Satisfied Customers” or “Spend the Day with 6 Bestselling Authors”. The third line of your ad leaves room to add credibility or to mention specific features. It also leaves room for a call to action like “Call Now” or “Learn More.” With the URL placed directly beneath this sentence, the action is clear.

When it makes sense, combine your two lines of copy into one sentence
For example, “25 things you don’t know about your spouse’s thoughts but should Learn his secrets now” With the quotes that has 74 characters. It includes a call to action and some pretty emotionally driven copy if you doubt your relationship or your spouse.

Don’t waste space on punctuation unless it serves a selling purpose
You only have a few characters to work with in a PPC ad; don’t worry about commas and periods. Use capitalization to help divide thoughts and phrases.

This is perhaps the single most important tip – test and track your PPC results
Learn what headlines work best. What calls to action work best? What URLs work best? Test and track everything. The more you fine-tune your PPC ads, the better results you’ll get for your money.

Switch it up
Running the same ad forever will not generate the same results forever. Keep it fresh by occasionally running a new and different advertisement.

Remember, it’s not just about the CTR (click-through rating), it’s also about the conversions
You want to make sure that the people who are clicking through to your website are also paying customers. If you have 1000 people clicking through a day but no one is buying, then the ad needs to be adjusted to attract only qualified prospects. (You might also want to tweak your sales copy.)

PPC advertising isn’t rocket science. However, it can take a bit of time to find the magic formula for your audience and goals. The best results are found when you target specific keywords with a well-written ad designed to attract a specific type of customer or prospect. The key to success, therefore, is found in the details and the planning. Know what you want to achieve before you try to write an ad to accomplish it.

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