Four Simple Pay Per Click Ad Writing Tricks That Help You Increase Profits

Not long ago, I completed a Pay Per Click (PPC) survey, comparing two separate advertisements through Adwords, trying to determine which would yield the highest Click Through Rate (CTR). Interestingly, the winning ad was the one in which I bid on the product name.

Four techniques can be used to help people using PPC advertising increase the CTR.

First, try to use a name as close to the name of the actual product as the seller permits. Frequently, you will not be allowed to use the company's brand name when you are using PPC. Despite this, you may still be able to place a bid on the product's name.

Any keyword search process that you are able to use should be used to determine whether shoppers are actually shopping for that keyword. To illustrate, imagine that GreenJeans is the merchant's name, and he or she is selling a green jean. Searching for the keyword green jean may reveal to you that green jean is not a useful keyword because it is not a well-known item. In this circumstance, organizing an advertising campaign using that keyword will not succeed. If shoppers are not looking for the item you are selling, PPC will not be profitable.

To achieve the greatest CTR, structure several different Ad Groups. Using Adwords, create Campaigns, and then organize your Ad Groups. The name of the Campaign group itself is not particularly relevant. The main purpose of the Campaign is to facilitate organization. In contrast, however, the structure of the Ad Group is extremely relevant. Target one specific keyword with each ad group, and advertise with closely related phrases using that keyword. Be sure to link the keyword to a website page that most effectively features that keyword.

To offer an example, I have developed a website on Gardening at www.squarefootgardening.com. This site offers extensive information concerning methods used in Square Foot Gardening and Container Gardening, as well as useful techniques for landscaping. The Adwords Campaign name I designated for this particular site is Gardening.

This is subdivided into three unique ad groups, each focusing specifically on the three individual areas of interest. Only the keywords specifically pertinent to container gardening are contained in the Container Gardening ad group. The advertisements that are in this section direct shoppers toward the specific area on that site that focuses directly on container gardening.

In addition, I ensure that the website is specifically targeted to focus on one or even two primary keywords on which I have made a decision to bid. Using this process, I receive a much higher CTR than in the beginning, when I organized everything into only one Ad Group.

Despite the fact that more time is required to develop unique ad groups, it costs less because I receive a higher CTR.

You'll want to test variations of keywords and keyword phrases until you get the highest CTR possible. It's no secret to those who know the Adwords System; the advertiser with the highest CTR pays the least per click. The structure of the ad should be as follows:

(1) Put the keyword in the headline of the ad, if possible. (2) On the first description line give the searcher a benefit. This will let them know that what they're looking for can be found at your site. (Example: "Learn how to Garden in Small Spaces"). (3) Capitalize the first letter of each main word (as in the example above). (4) On the last line, tell them what they'll get when they arrive at the site. This is where you give them a feature of the site. Possible features include free eBooks, specific information, trial offers, etc.

Now that you've got your ads set up properly, what will the visitor see when they click on your ad and get to your site? What they should see is very precise, pre-sales information that will make them want to click again - to the Merchants site.

Evelyn Grazini has been an Affiliate Marketer for over five years. Her specialty is finding Exclusive Niche Markets for Profitable Affiliate Ventures. Find Niche Marketing information at: http://www.bestaffiliateniche.com and Get Your Free Copy of The Niche Code!

- Evelyn Grazini