What Makes a Pay per Click Ad Better than Another?

Marni Weinberg - February 21, 2011

With the online marketing arena becoming increasingly competitive, coupled with the relatively low cost of Pay Per Click ads (compared to radio, print & TV) more and more retailers are offering incentives to encourage searchers to click on their ad, rather than on one of their competitors. Clicks are not only what matters, though. What’s most important is for that click to convert into a lead or sale. As an online marketer, how can you guarantee that searchers will click on your ad, then go a step further and complete the desired action item? Unfortunately there is no guarantee, although you can work to make your ads stand out as much as possible. Here are a few tips you can try when creating your ad copy.

• Create a sense of urgency by using an expiration date. This tells people they have a short window to take advantage of whatever it is you are promoting. It also allows for your ads to appear fresh and current. Be sure to update your expiration date! You do not want to be advertising an expired offer. Another way to create a sense of urgency is to use buzz words/phrases such as: Limited Time Offer, Shop Now, Buy Now, Download Now, etc.
• Use adjectives that describe your product or service in as attractive/desirable a way as possible. Examples: Authentic, Genuine, Reliable, Exclusive, Extensive Selection, etc.
• Create a minimum of 3 ads, which will allow for appropriate testing. Not all people will click on the same offer. Let searchers decide which ad copy they like best.
• Freshen up your ads with new offers and ad copy every few months in an effort to keep them from becoming stale.
• Do some snooping. See what your competitors are doing, offering and promoting and see if you can match (or even beat) their offers. Think about it this way…online searchers and shoppers are doing the same thing in an effort to find the best deal possible.
• Use Inter Capitalization whenever possible. Here is an example: