Are Your Pay Per Click Ads Competitive?

Marni Weinberg - August 19, 2010

A large percentage of websites utilize Search Engine Marketing as a major component of their overall advertising initiatives. Even amidst an economic climate where budgets are stretched ultra thin, paid search is on the rise. According to a recent CNET article, “Paid search is the Web’s latest sector bouncing back from the recession.”

While it is encouraging to see more dollars being spent online, the importance of the message within the ads should certainly not be forgotten. You want to make sure your ads are competitive; Pay per Click Ads are an effective way to drive visitors to your website to (depending on your business model) either buy a product, request a demo, fill out an online form, request a brochure, etc.

Unless your business is uniquely niche, I would bet there are countless others trying to drive the very same visitors to their websites to do the very same thing you are. To complicate matters, the character limitations set forth by the engines can be enough to make you bang your head against a wall! You essentially have to find a way to say what you want to say as creatively as possible, but with very few characters. Trust me, this is no easy task. The key is to make your ad copy eye catching, with incentives to make searchers click on your ad.  This can be accomplished by investing the necessary time to create compelling ad copy that will showcase your positives. Some examples can include:

  • The Use Of Coupon Codes
  • Free Shipping/Returns
  • Fast Delivery
  • Free Gift With Purchase
  • Low Price Guarantee
  • Percentage Off With Coupon Code
  • Free Demo
  • Free Webinar
  • Official Site
  • Authentic/Genuine Products

The use of buzz words to create a sense of urgency is also an excellent tool to grab the attention of a searcher. Examples include:

  • Now (Shop Now, Buy Now, Click Now, Order Now, etc.)
  • Limited Time Offer
  • The Use Of An Expiration Date (Valid through 8/31/10)

If you are an Online Retailer it helps to boast components like:

  • Huge Inventory/collection
  • Full Line of XXXXX in all sizes
  • Great Deals

Don’t forget to create a minimum of three (yes three) ads within each ad group and allow your ads to rotate. Eventually you should have *enough data to determine which ad performs the best overall.

*The use of an analytics platform is strongly suggested.

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