Digital Marketing Trainer, Consultant & Speaker – Shamsher Khan
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PPC Advertisement Text

The text of your PPC advertisement is the single most important element in determining the success or failure of your PPC campaign. Don’t get confused. The optimization of your site for SEO and PPC advertisement are two separate activities.

In fact the closest thing that ties them together are that  they both use the same keywords. Choosing those keywords for both your SEO and PPC campaign does determine your success or failure in both.

Those chosen keywords should lead your targeted demographic (also known as qualified visitors) to your site  through direct links. A successfully researched and implemented SEO strategy defines and optimizes your site for keywords relevant to the site topic that help visitors to find you by using search engines.

The combination of SEO and PPC ensure that your site is drawing qualified visitors. Once you understand the relationship between PPC and SEO, you can begin to consider what it takes to make PPC ads successful. It all starts with the right advertisment text.

In PPC you should never use categroy words which are broad. Category words are those that can relate to many things that your website doesn’t  provide. Let us consider the example we used earlier where one of the keywords for the local gym was “exercise equipment.”  Well, that broad category keyword could get people to see you’re ad and click if they are trying to buy equipment of sell equipment or repair equipment. Want to pay for useless click from those people?

Product words are more specific (think long tail), and these are the words that people search for when they’re ready to make a purchase.

For example, keywords that make up a better long-tail word for Delhi Gym are “delhi gym” “delhi fitness centre” “fitness centre in delhi”

Avoiding negative keywords

Negative keywords are words that cause a PPC ad not to be shown. These are words that can be associated with the topic that you’re targeting, but not with the specific product or service that you are trying to advertise.

For example, if your website sells classical music, you should never use keywords such as country, heavy metal, or “rap.” Most of the search  engine are now smart enough to flag those words as negative keywords and reduce the number of times that your ad is shown.

It’s important to keep your keywords grouped together if you are using different landing pages of your website. It’s these words that your will be working with as you create your keyword advertisment text for each set of keywords.

Note:  Using your keywords in your advertisment text can increase your advertisment click-through rates by as much as 50 percent.

It always help if you write down several clear sentences that express the massage you want visitors to see. Just brainstrom and get the ideas witten down. Make sure you include the benefits that might draw in your searching demographic.

There is a way to cheat. See what words and phrases your competition are using by researching your keywords on Google or Bing and looking at the ads your competition is using.

Writing Your Ad

Now that we have your lost, we need t set the tone for the demographic we are looking for.  For example, there is a big difference between the teenage generation and the senior generation. If you’re trying to reach teens for video game sales, you’ll want to write your advertisment in a language that attracts them. On the other hand, if you are trying to reach seniors, your slogan might be something more old-fashioned.

You shouldn’t try to reach everyone with   one ad.  If you do, you’ll probably be reaching no one at all. Each demographic should have its own unique guidelines for ad text, and you should take the time to learn the requirements for the PPC campaign you need to create.

You should write and create your ad to be relevant and compelling. Here are some tips to help you:

  • Include keywords in your ad text.
  • Tell your potential visitors exactly what you offer and why they want it.
  • Don’t exaggerate claims regarding the benefits of your products or services.
  • Instruct your potential visitors to action saying things like “Click now!”
  • Create a sense of urgency if possible. Such as “Discount today only,”  “limited availability” or “offer expires soon.”
  • Draw valid demographics, not views, The purpose in PPC advertisement is to draw potential visitors to your site, not just get clicks.
  • Use long full sentences and abbreviate when possible. Try to cut only non-keywords.
  • Use strong, motivating words – you’ll have a very limited amount of space in which to write your ad.
  • Experiment endlessly. If your PPC ad is perfect right out of the gate, it will truly be an anomaly. Trust me.

You’ll likely find yourself readjusting the ad you create frequently because of changes in your products or services. Set aside at least an hour or two a day to put into your PPC ad campaign, especially in the beginning. Only through experimentation and testing can you achieve PPC success and not break the bank…

About the Author shamsher khan

Digital Marketing Trainer, Consultant and a Professional Blogger/affiliate Marketer having more than 7+ years of experience.  Let's discuss over a coffee if you want to grow your business online or want to learn digital marketing on your time schedule from anywhere.

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