The Search Marketing Advisor Newsletter Article:
November 2006, Volume 5, Issue 11

Preventing mixed Signals: Attracting Qualified Searchers with Your PPC Ads

Jacqueline Gill, Paid Search Specialist, iProspect

Anyone who has ever been on a first date may have experienced the following: After the first dinner, which you believe has gone quite well, your date ends the night with the infamous, “I’ll call you.” Five months later, you wonder if he meant this year or next. Did you talk too much? Did you somehow give him the impression that you weren’t interested? Did you (gasp!) have lettuce in your teeth?

Luckily for search marketers, writing pay per click (PPC) ad creative (listing titles and descriptions) is much easier than a first date and does not have to leave potential customers with mixed signals. You can ensure that what they see is, in fact, what they will get. By employing just a few simple techniques your listings can provide prospects with a clear and concise picture of your product or services, resulting in more conversions and less “uninterested” visitors (who most likely will not take action because your site does not satisfy their query).

Be Relevant and Direct

Because they have just performed a search, search engine users are looking for something specific, and your ad’s title and description are your first opportunity to attract them. The more relevant your ad is to their query, the more likely the user will click on your listing. Therefore when targeting a specific keyword phrase such as “Boston restaurant,” it’s a good idea to include that entire phrase (if it falls within the character limit) in your title because the searcher has already revealed exactly what he is looking for. Furthermore, the phrase the user inputs will be highlighted in the search results if it appears in the ad’s title and/or description. By incorporating the keyword phrase, users will immediately identify with your listing.

Additionally, it’s important to avoid excessive symbols, punctuation or ALL CAPS. Do not repeat words or include unnecessary gimmicks. And do not include superlatives such as, “we are #1” or, “we are the best,” unless you have verification by a third source.

Add a Call-to-Action

A call-to-action is the activity that is requested of the search engine user by the marketer's ad copy such as, "browse our selection of ski gear," or "reserve your low cost airfare." A clear and direct call-to-action will not only allow visitors to easily find what they’re looking for, it will help you clearly map your online customer experience and lead visitors to a conversion.

Offer Benefits and Free Stuff

Users are more likely to click on your ad if you include a compelling offer or benefit about your product or service. For example, “ultra durable nail acrylics adhere immediately,” or, “free 30-day trial demo.” Intriguing benefits and offers will differentiate your listing from your competitors.

Preventing Mixed Signals

By using these techniques your ad will not only stand out on the search results page, but also draw qualified prospects to your site. Whether you are developing your ads yourself or working with a search engine marketing firm to do it for you, take your time and follow these guidelines. Why send out mixed signals when you have the opportunity to attract your potential customers at the very moment they are searching for you? As any veteran of the first-date experience can tell you, a first impression is everything.

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The Search Marketing Advisor Newsletter Article: November 2006, Volume 5, Issue 11

Preventing mixed Signals: Attracting Qualified Searchers with Your PPC Ads

The Search Marketing Advisor Newsletter Article:
November 2006, Volume 5, Issue 11