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The key to effective Pay-Per-Click ads is driving the "right" traffic to your site. Since you pay for every click, you want to attract only visitors who are likely to be interested in your product or service. When they arrive at your site make sure they can find what they're looking for— fast.
Choose the Best Keywords
Broad keywords ("Business Solution") generate many clicks with little or no benefit. Use specific keywords and phrases that accurately reflect your site ("Microsoft Business Solution Partner"). If you offer a service in a particular geographic area include the location ("Microsoft Business Solution Partner New York). And consider the many possible variations (including singular and plural). For help refining your keywords, try Wordtracker or WebCEO, both of which offer a free trial.
Write Accurate and Relevant Ad Copy
Effective ads send a clear message to a specific audience. They emphasize the benefits of your products and services. Use simple words: Avoid gimmicks and jargon.
Include the search term in your title and/or description. Users will see its relevance and you'll get a higher click-thru rate (more than 50% higher on average). In Google, ad titles are limited to 25 characters. The two description lines and display URL are limited to 35 characters each so you have to be concise.
Control Your Cost
You can set your own limits for the cost of each click, as well as a monthly maximum spend. Start with a small list of targeted keywords and a few different ads. Then build on those that work best. Of course you can't control what your competitors are willing to bid so choosing the right keywords for your specific audience is essential.
Just because you can bid high enough for a top position doesn't mean you should. A #1 spot may be less cost-effective than lower positions due to "compulsive clickers" who start at the top of the links and click their way down. Don't get in a bidding war for your keywords! If they're too competitive, do some research and find keywords that will generate a positive ROI.
Experiment and Monitor Your Results
Try different ad titles, descriptions and keywords to see what works best. Try including prices or toll-free numbers in your ad copy. One advantage of PPC programs is that they track the click-thru rate for each ad so you can identify and remove ads that aren't working.
You can also use unique tracking URLs for each ad to identify how many of your customers clicked through to your site from your ad. Then you can calculate which ads and keywords converted the most clicks to sales.
Get Your Visitors to Take Action
Pay-Per-Click marketing is an effective method of driving traffic to your site, but it's just the first step. Once visitors arrive, you need persuasive copy, clear navigation and good design to improve your conversion rates.
See more web marketing tips.
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