It has been proven beyond doubt that Pay Per Click advertising is one of the best online marketing channel. However, this does not necessarily mean that you would get the best results irrespective of how you do it. To derive optimum results, you would need to constantly evaluate how your PPC efforts are (or are not) performing to ensure that it is being done the right way.

PPC campaign optimization is a sure shot way of dramatically improving results without increasing the overall budget and in many cases would drastically reduce the advertising spend.

In this series of two newsletters, we would cover PPC Ad optimization tips (a facet of PPC campaign optimization) that would help you make the most of every marketing dollar you spend.

Ad optimization, CTR and conversions

It is no secret that CTR is not an absolute PPC success metric and only plays a secondary role to conversion. Regardless of this fact, many advertisers are so obsessed with reducing the cost per click and increasing the click through rate, both being interrelated, that they lose sight of the end goal – conversions.

Ad copy optimization is the first important step towards achieving higher footfall and conversions. By writing attractive and compelling Ad copies, you can entice users (who are both willing and able to buy) to come to your online store and buy. It is similar to having an attractive store front in the offline world. Without a nice looking store front, you will not be able to pique the curiosity and interest of prospective customers, and give them reason enough to walk into your store

1. Present unique selling proposition: Discounted price, guaranteed next day delivery, free shipping, 24 hours customer service, money back guarantee, lowest price – use your Ad copy to convey your USP to prospective customers and catch their attention.
   
   For example: “Nokia N97 Smart Phone. Lowest price guarantee. Free next day shipping. Order Now? will attract more clicks than “Nokia N97 Phone. Next day delivery. Book now.?

2. Highlight your differentiator: Write Ad copies that communicate what is most important to your target audience and what differentiates your business from rest of the lot. Clever use of words will help you fit both in a single Ad. The above example will also serve for this purpose as your USP, in most cases, is also your differentiators.

3. Use ‘strong’ call to action: Call to action words are probably the most important part of an Ad copy. Usage of strong call to action elements can greatly impact and increase Ad performance.
   
   For example: “Nokia Mobile Phones. All models in stock. Guaranteed next day delivery. Order Now? will not be as effective as “Nokia N97 Smart Phone. Guaranteed next day delivery. Order Now.?

4. Write Ads for tightly grouped keywords: Ads written for a small specific group of keywords can easily connect with the searchers intent and evoke a click. By doing so, you gain a competitive edge over your competitors who may writing generic Ads for a ‘loosely’ formed Ad groups.
   
   For example: “Nokia Mobile Phones. All models in stock. Guaranteed next day delivery. Order Now? will not be as effective as “Nokia N97 Smart Phone. Guaranteed next day delivery. Order Now.?

5. Use keywords in Ad copies: If you writing Ads for small specific Ad groups, using keywords in your Ad copies will not be much of a fight. You can then use ‘keyword bolding’ to your advantage as it will help you create relational relevance between the search being performed and the corresponding Ad being displayed.

6. Keep you target audience in mind: While writing your Ad copies, it is imperative that you keep your target audience in mind. Every time a person searches for a keyword, he/she has intent (explicit or implied). The idea is to understand this intent and match it up with your Ad copy.

7. Incorporate attention grabbing headlines: Having a headline that grabs attention is crucial to the performance of your Ad. But with just 25 characters to play around with, the job is easier said that done. Get wise with your headlines and don’t try to cramp too much information in those 25 characters.
   
   For example: “Lowest Priced Nokia N97? is a better option to “Nokia N97 Smart Phone?.

8. Use seasonal headlines: Many advertisers consider that seasonal headlines are just for seasonal products when that is not the case. Even if your product or offering is not seasonal in nature, you can improvise your Ad copy to give it a seasonal flavor. If you sell blue widgets all year around, you can still have Ad copies centered on “Blue widget Christmas Sale? to grab seasonal shoppers.
   
   For example: “Nokia N97 $ 300? will generate a lower CTR as compared to “Nokia N97 Xmas Sales $300?.

9. Be cautious with price: Mention of price in your Ad copy acts as a good negative qualifier but can also be detrimental to your CTR if your price in not the cheapest.
   
   For example: “Nokia N97 Price Drop $250? will perform better than “Nokia N97 Price Dropped?.
   
   If you are not competing on price, it would be best left out. Instead, highlight the benefits and advantages of your products and/or service.

10. Use specific numbers: Copywriters have used numbers to their advantage for a very long and it still works like magic. Numbers generate interest and specific numbers pique curiosity. Test the impact of numbers in your Ad copies and try to ascertain if specific number translate into higher CTR. So instead of using rounded of figures, use exact number.
    
    For example use 45.36% instead of 45% and study the impact it has on the CTR. However, be honest with your numbers and don’t er fudge them to make them look gveood.

Do let us know if you found this information useful. We would look forward to hear from you.