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Closely Guarded Secret To Monetize Ppc Ads

Posted on April 24, 2008 - Filed Under Business

You and I are living at the best time to start an internet business. The technology of the internet has made it possible for anyone with small amounts of time, experience, and capital to start a business that enables them to live the life they always dream of. Tools available to us in today’s online market were nonexistent a mere 10 years ago and it’s just going to get better.

One of the online marketing tools that has advance the ease of entry into e-commerce is pay-per-click advertising (refer to as PPC). PPC ads are small, three line ads that are displayed in the right side of search engine results.

These ads are extremely valuable because they are laser targeted to the customer’s search query. The best part is that you can launch a PPC campaign in less than 10 minutes and “test” it for as little as $100. Try doing with direct mail or any other form of off line advertising. These will always require a higher upfront cost and take longer to test.

To be honest with you, the majority of PPC advertising are absolutely clueless about how to write a good PPC ad. I have heard horror stories of people who use PPC and wondered why they would pay their $10,000 credit card bill. I have also heard demoralizing stories of pitiful click through rates (the percentage of searches who click on PPC ad) because their ads stunk.

This article isn’t mean to the “be-all-end-all” on PPC advertising. There are many of intricacies to PPC advertising that cannot be ignored if you don’t want to blow your advertising budget in a couple of hours. For example, shoddy keyword research can scuttle your profits, which I will touch on further down. But what this will do is vault you ahead of 95% of your competition when it comes to PPC advertising. I will share with you vital information regarding the psychology of a customer who clicks on your ad, how to perform keyword research and the proven format for creating the ultimate ad.

Through out this article, I will be referring to the Google AdWords PPC advertising program. Most of these copywriting rules also apply to other PPC such as Yahoo! and MSN. But I will be referring to Google AdWords throughout the article since it is the biggest search engine in the internet world and it is the most I am familiar with. So lets get started, shall we?

Keyword Relevance And PPC Advertising

Your PPC campaign will live and die with the keywords you bid on. If you choose the wrong keywords, your click through rate will plummet and Google will penalize you by giving you a less-than-optimal ad position.

When choosing your keywords, you have to put yourself in the shoes of your prospect. Ask yourself, if you are looking for a product, what keywords would you type into the search engine? Unfortunately, many people limit themselves to what keyword databases like WordTracker spit out when they type their query. But it is crucial to brainstorm what keywords your target market will type in to search for your product.

Here’s an example, I am going to be the best man in a wedding and I have to come up with a best man wedding speech. I don’t want to make my buddy regret he chose me to be his best man. So I go to Google and type in “best man speech” because that’s what I am looking for. You can open a new tab and try it out in your internet explorer and see the result. Notice how they are all promoting a product or service on how to write a good best man speech.

As you can see, most of the ads fulfill important criteria that Google loves: they are relevant to what the searcher is looking for. And that’s what you have to keep in mind when you construct your PPC campaigns. You see, a little over a year ago, it was possible to use “backdoor” keywords to drive PPC traffic to a site. This is defined as using keywords that aren’t directly relevant to the site. but something the target audience would be searching for.

For example, a best man speech would also search for limousines and tuxedos via the search engines, therefore, marketers would tailor their ads to get these distantly relevant search queries. However, Google assign a “relevance score” to every ad last year. In other words, they’ll scan your landing page and compare the keyword density of the keyword to the site. If your site is relevant enough, you will receive a high relevance score and be rewarded with a lower cost per click and higher ad positioning. If you have a low relevance score, your cost per click will go up as high as $10 and your ad will be relegated to the basement of ad positioning.

That’s why keyword research is critical: to make your ad as targeted as possible to your target prospect and to please the almighty Google. Relevance will be also important when you construct your PPC, which I will be sharing in the next section.

How To Write Killer PPC ad

I know you might be thinking, “hey I thought you were going to show me how to write a good PPC ad? What’s with all the above talk about keyword research?” Good question. Here’s the answer:

We are going to use as many keywords as possible in your PPC ad. That’s why it is critical to choose the proper keywords in your campaign and that’s why I touch on keyword research in the above.

Got it? Good. Now am going to share with you how to write a killer PPC ad that will humiliate your competition. It consist of the three of steps.

Use Your Keyword In Your Headline As Much As Possible

Many people don’t know what they’re doing will try to create crafty headline as if they’re writing a sales letter. Believe me, thats a total waste of time. Why? Because Google bold-faces every time the search query appears in your ad. They also reward you with a lower cost per click if you have search query in your ad, since it signifies relevance.

If you look at the “best man speech” search results, you’ll notice that almost all the PPC ads have all or part of the search query in the headline. These advertisers realize that they must have the search query in the ad as much as possible to garner more clicks and get optimal ad positioning.

Some of you might be thinking, “hey, that means I have to write an ad for every keyword right? I mean, I could have as many as 1000 keywords!”

Not exactly. To be honest with you, in almost every PPC campaign, almost 80% of your traffic is going to come from 20% of your keywords. You see, I have to concentrate on those 20%. Those keywords will be evident after running your campaign for a couple weeks.

Use A Benefit-Based 2nd Line

Here’s where you need to be creative. For the second line below the headline, you need to insert what the product or service is going to do for your prospect. Remember, people buy things not because they want to see that book sitting on the shelf or that car sitting in the drive way, but because they are going to derive a benefit from it. Tell them what benefit they’ll get so they’ll gladly pay money for it.

Here’s an example: Assume that you play golf. You don’t buy the latest driver so that it looks pretty in your bag because who will actually look at what you got in your bag… You buy it so that it can hit longer drives and lower your scores. But guess what, that’s not the real reason to buy that shiny driver. You see, if you do play golf , you will know that the ultimate trill is doing it in front of your buddies.

So, instead of saying, “Hit longer drives this summer,” You’d better say, “Humiliate your buddies this summer” in the second line of your ad. The latter packs more punch because it speaks closer to the golfer’s heart. And it will get more clicks.

Use A Feature-Based 3rd Line

This is where you’ll insert the feature of your product. For example, if you are selling an ebook, you’ll say, “Instant Download. Free Bonuses.” It should entice people to click on the ad. A word about price: Some people suggest inserting the price in the ad to ward away “tire kickers” that are looking for free stuff. My suggestion is this: use price if it is the main selling point of your product or service.

For example, if you are sending affiliate traffic to a page that sells a specific model of plasma TV at the lowest price possible, then you’ll insert the price. People are generally presold at this point and are price shopping anyway. Any other product where you’re using your copy to sell on value and not on price, you’ll want to leave the price out of your ads.

This is something you’ll have to test. Putting the price in your ads can plummet your click through rates but you’ll get more qualified traffic and a positive return on your investment.

Capitalize The URL

The forth and final point I want to share is to always enter your URL in the following manner: “YourSite.com” not “www.yoursite.com.” Also leave out the www. at the beginning of the web address. It has been shown that the URL written in this capitalized fashion garners a higher click through rate. I recommend having a benefit-based URL for your business. Since you have an extra line of copy to work with, might as well use it to maximum benefit.

The formula I use to write PPC ads has been extremely successful for me. If you compare an ad to other competitors who don’t know how to write a proper PPC ad, you’ll instantly see that the ad is much more powerful and will get more clicks. As always, test at least two ads at the same time to get the highest click through possible.

For More In-dept Secrets Of Making Money Online That Top Marketers And Super Affiliates Never Told You About And How You Can Learn Their “Insider Secrets” To Humiliate Your Competition, Kissing Your Boss Goodbye And Living A Life Of Abundance… Even If You Are Just Starting Out Online, Go To This Blog Now —> EmpireDotCom.com

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