Advertising Online – The PPC
Posted on 26. Nov, 2008 by Trond in Google Adwords, Search Engine Marketing
A website? A team of SEO experts? No. All you need is a simple business plan to get you going hot in the online world. Consultants are pricy. PPC’s, on the other hand, can be as big or small as you want. So what’s the PPC? Pay Per Click, for the uninitiated, is a form of advertising which is truly hot in today’s market for online businesses. This piece will do more than offer the basics: you get a true landing page creation, a real way to engage curiosity and desire, as well as the ability to convert this sale. For newcomers, first we go with …
Definitions
A Pay Per Click ad sounds exactly like what it does. For every click, a conversion in some ways, the advertiser gets a profit. This is just another keyword in the online advertising field. Get used to it, because it’s the fastest growing method of getting real reader response from ads. Instead of a flashy picture of a hot girl or superstar athlete, you typically see a couple sentences on the product. Google Adwords, for example, offers rarely more than one or two sentences to get a sale. The revolution is how Google is using these keywords: they direct buyers to products and services they might need. A movie fanatic keeps sending out emails to major studios; he writes film reviews for his blog; he visits tons of film sites. Google will find the hot keywords this buyer likes—“Top 10 Horror Films” or “DVDs half off” which appeal to his obvious interest.
The Words
Writing a PPC ad is much like writing a headline. For one, it’s all about engaging the reader, usually forming a desire with just a few words. It’s a tough industry for writers who struggle with headlines. The best headlines appeal to the interests of the buyers, namely with curiosity. If you can make them curious enough to click the ad, “Top 10 Horror Films You Can’t Believe!” then you will succeed.
Curiosity is only one form. For example, in most business writing you attempt to trigger emotions. One popular emotion is greed. “10 Best Work From Home Jobs – $25/hour.” This is all SEO copywriting, however, and less about headlines and more about using the right keyphrases.
Keyphrases
Buyers rarely surf for a single keyword. This means keyphrases are the power buyer today. Incorporate a strong keyphrase into your PPC ad, and you will get hits on your landing page. There are many options here for use. You can pick a keyphrase rarely used, a unique one which just might hit home with a curious buyer, or you can pick out the hottest keyphrase out there by looking on major sites (Like The NY Times Most Searched Words and Phrases site). It’s usually best to find a middle ground.
Let’s bring up the work from home element again. “Work at Home Helping Autistic Children” is one very specific keyphrase which might bring hits, while “Work From Home is Great!” would be far too general and lost in the shuffle. Go between: “Work From Home in the Growing Health field” or “Work at Home in Profitable Youth Field.”
Winning
On her marketing and copywriting site, MarketingWords.com, Karon Thackston notes the most important part of a winning PPC ad. “The ultimate goal is to get visitors to take action once they visit the site,” Thackston says. This is the perfect advice. Now, a landing page (lead capture page) is another hot commodity when working in the online fields. It comes not just from PPC ads, but also search engine searches for specific keywords. It’s about making the reader curious first, then pulling on the desire, then giving them all the reasons to take action. This is business copy 101 again. Desire will come from all the benefits, the huge speaker system which can play the best quality music (not “Big Speakers”).
In the end, whatever works, works. Each industry has different ways of getting buyers to conversion. The best method is to follow the basic three tier strategy of emotion, desire, and action.
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