PPC Advertising
Building a Good Ad
PPC advertising campaigns won’t be successful if the ad isn’t written well. A good online ad is built differently than a print ad.
Start with the type of customer you’re targeting and the words you would have to use to capture their attention. Your ad should target the specific customer’s behavior within your target group as well as what type of customer you have.
Whenever someone goes online to search for something to buy, they can be categorized according to what stage of the purchase they are in. The first stage is the research stage. The next stage is the pricing stage. The last stage is the buying stage.
In the research stage, the potential customer would use pretty generic terms that include the item name of whatever it is you’re trying to sell; i.e. “laptops”, ”fitness videos”, etc. In the pricing stage, you would add keywords like “best”, “compare” or “review” with your generic term. That’s when you want to see which specific brand or model might be the best one for your purposes.
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In the “buying” stage, people are ready to buy! So they would type in the generic terms along with words such as “cheap”, “discount” or “best price”.
You’ll also want to include keywords in your PPC advertising campaign that label your customer a specific way. Perhaps they are searching for a musical instrument. Some of the keywords you might consider adding to your generic instrument keyword would be “professional” or “student”.
When you write your ads, make sure you include every possible keyword that you target because when the ad appears online, those keywords will be in bold, your ad will appear higher in the page results and you’ll get the best possible conversion tracking results.
Use 2nd person pronouns like “you” and imperative verbs like “get” or “compare”. Give your visitor a “call to action” such as “Sign up for a free report” that gets them to give you their information or make a purchase. Experiment with capital letters in your display url and in your keywords.
One more thing to keep in mind is “test and track” your ads. Be willing to try something out and then make sure you can track the results so you can re-work the ad if need be or keep it.
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