Ad Tracking – Boosting Up Your Ad Copy

14. Oct, 2009 0 Comments

It’s easy to be tempted into focusing on the technical aspect when running Pay Per Click ads. While click-through rates, for example, are integral to any cyber marketing campaign, they merely come second to the ads themselves. One cannot achieve a desirable click-through rate when the ads are not working properly. But before they even work, they must be in good form. Therefore, before any technical considerations, the quality of the ads must be treated with paramount priority. When you make PPC ads, there’s only one goal in mind: get clicked. Therefore, to improve your chances of that click and sale, put the most popular term or keyword in your title. When you use a web site tracking software, you’ll be amazed how the right keyword increases your click-through ratio which, of course, impacts your sales positively. That’s because when your ad matches what a web searcher types in a search engine box, it creates an impression that you have exactly what the searcher is looking for. This almost guarantees a click. Almost, because the before an ad is clicked, it first has to make sense. That all-important keyword simply won’t work when you’re talking Martian with the rest of the words. Correct grammar and spelling are basic and critical and they’re always the first measure of a good ad. How can you expect somebody to click on your ad if it’s not even comprehensible? You do have to be able to get a message across before any person in his right senses would even take the time to lift a finger and click your link. Sometimes, it’s easy to overlook typographical errors but even these are inexcusable when it comes to effective, positive response-generating ads. So don’t leave room for mistakes. Always have your material proofread, either by your staff or by anybody you know who might not mind going through your ads once in a while and report errors of any kind. When writing PPC ads, it’s also important to remember that these are intended for people who generally prefer to transact online. That’s the reason why they’re even likely to click on your link. The psyche associated with this type of shopper is inclined towards an element of spontaneity or impulsiveness resulting from an emotional response to what appears to be an attractive offer. Therefore, when you run PPC ads, you’re actually rooting for an emotional response which, hopefully, drives a click. That means when you write your ad copy for this type of Marketing, you have to write with emotion. It doesn’t mean you have to be overly creative. In fact, you shouldn’t be because studies prove straight-to-the-point ads actually drive more clicks than those laden with drama. The important thing is to write something that draws an emotional response strong enough for a prospect to actually click your ad. For example, instead of expounding on the features of your product, you can enumerate its benefits in a way that makes the prospect feel as though he was missing out on so much if he didn’t bother to give your ad a chance. Competitors are a big chunk of things you need to consider when making your ads and the only thing that matters in this aspect is standing out. Therefore, no matter how many of you there are, you’ll have to be able to create something that makes it appear like you were the only right one in the ocean of choices. Make your ads attention-grabbing and unique to make sure anybody even bothers to read it. Conversion tracking is a scientific way of knowing how you’re doing with your ads and as long as you keep track of your own web site statistics, you should be able to tell if you need to improve on anything or change your ads altogether.