Writing Effective Pay-Per-Click (PPC) Ads to Increase CTR and Conversions

Mary O’Brien, Founder and Chairman of Pay Per Click (PPC) Summit, wrote an article about working with pay-per-click ads and what they can do for you. Essentially it is a two-fold process where you are using words the search engines will pick up on and then be attractive enough to hook the readers into reading more. Not only must you hook the readers but they have to be qualified ones who are already geared to buying your kind of product or service. They have to have the interest in coming into your store to buy or sign up for what you are selling them.

Essential to success is the CTR (click-through rate) using ad words known to attract search engines and customers and at the same time, highlighting how different your product is because it is of equal value but cheaper than another product, maybe higher quality, or more variations on selections. Then comes testing the market to see what is successful, and making changes whenever necessary. Use these words in your headline, your URL, all the while keeping it grammatically correct.

Use eye catchers like “discounts, free, 2 for 1,” anything that makes a reader perk up and read more to see what’s in it for him. Keep your ads very group specific and reflect those same keywords in the copy.