Sherman's Online Marketing Tips

A good Pay Per Click Marketing ad can give us quality instant traffic and immense Profits.

Google Adwords gives us  4 lines to make an impact on an audience going through the search engines. When crafting ads, the rule of thumb is that we want to include the keyword in the Adwords Ad.

This allows the Ad to be bolded which is supposed to capture the audiences attention.

However…

Issues arise when 9 other ads in the sponsored search do the same. When that happens, the method becomes diluted and this technique in fact works against you.

Here's an example for the keyword "Online Dating":

Click to view image in new window (opens new window)

See how the ads on the right use the word "online dating" in their ad crafting. This would normally work well when there is less competition, in this case however… notice how the ads have started to blend into each other because everyone else is using the the same "strategy".

These are "Camouflaged Ads". Camo ads may attract clicks from someone just browing thru them quickly.

A person glossing over these ads potentially means a high bounce rate, with no action taken. Not good for a site that relies on PPC traffic because of money spent on clicks that generated no conversion.

A good ad is the Singapore Dating Site. By having the word "Singapore" in front of the keyword dating, because of how the other ads causing the BOLDED "online dating" word to not stand out, structuring their headline differently and going against conventional thinking infact improves their Ad because of the contrast.

Plus, this ad clearly tells you what to expect once you've clicked through it. A user that knows what he is getting will very likely register at the dating site. The mindset of such a visitor is not trying to figure out what is on the other side of an ambiguous ad, which once curiosity is satisfied, they'll click away.

So good gets better (coversions and cash), bad gets worst (escalating advertising cost, visitors take no action).

So the next time we plan to put an ad on Google, its a good idea to go thru how others are advertising, then craft an Ad that stands out amongst the rest, yet at the same time, interweaving a message that entices your audience to "want" to take the appropriate action on your site.

It might take a little effort, but what is a mere 17 minutes of research time when a good ad could flood a couple of $1000s your way?

To Your PPC Wealth!

~Sherman

This entry was posted on Thursday, April 16th, 2009 at 2:57 am and is filed under Weekly Tips.