If you use Pay Per Click advertising you will know that you have a very limited amout of space in which to close the click.
Yes, I said "close the click". Let me explain..
The purpose of a PPC advert is to maximise your click through rate. Your advert has to compete with other ads, all vying for the attention of the target audience. So it's critically important that you ad: Grabs the viewers attention, arouses their interest, or curiosity, and encourages them to click. All that in such a limited space!
I get worried when I see advertisers copying other advertisers. How can anyone choose what to click when they all look the same? It's like picking out a red car in line of red cars.. they may be slightly different shades of red, but they're still red cars.
Let me ask you a question..
Do you look at your competitors PPC adverts for each individual keyword before you set up and run your campaign?
If not why not?
Your campaign is likely to involve a significant financial investment, you owe it to your bank balance to maximise the return!
So, before you set up and run your next PPC campaign, take a look at what your competitors are doing and, if the adverts all look similar, rub your hands with glee! It will be relatively easy to stand out from the crowd, and grab the readers attention, simply by being contrarian.
Here are a few contrarian techniques that I use personally to grab those eyeballs and get more clicks.....{+}
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Hi John, a real interesting read. I sent the link to my colleagues. Some of them run pay per click campaigns, but I have no idea if they have checked the competition or not.
I think some people run them as an alternative to working more thoroughly with Search Engine Optimization.
Nothing wrong with PPC. I just think that it is good to do one's homework on web strategy and SEO before running ppc campaigns.
Regards
twitter.com/pr_persson
Yes yes yes.
Your landing page NEEDS to reflect your ad. So many people muck this part up and wonder why their clicks cost so much.
If you say "price is going up soon" in your ad, make sure you have a landing page explaining that the price is going up. The sooner you mention it on your landing page the better.
Your visitor will be getting the information they are looking for right away, probably stay on your page longer, and possibly feel like they have found what they were looking for.
Remember, people are searching for something specific. That's why they clicked on your ad. Especially true if your ad is in the search results and not a contextual ad.