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Keywords and PPC programs are just the beginning of your PPC campaign. Once you have the
keywords that you plan to use, you have to begin putting them to work, and creating PPC ads is one way to do that. Creating a PPC ad isn’t usually too difficult. Each search engine or PPC company does it differently, but most have tutorials that walk you quickly through the ad process.

Creating an ad and creating a great ad are not the same thing, though. Anyone can create an ad. And in some instances, that ad will work just fine for whatever purpose it was created. But if you really want to get the most from your PPC program, you should be adept at creating great ad descriptions that quickly catch potential visitors and entice them to come to your site. It may seem like an easy task, but in truth it’s pretty difficult.

With a typical search engine description, the object is to entice as much traffic to a site as possible in the hopes of converting that traffic into customers. PPC requires a little a different approach. You don’t want to pay for unlikely prospects, so the description used in your PPC ads should be designed to eliminate those who are just window shopping, while attracting those who want nothing more than to buy your products, hire your services, or sign up for your newsletter. For this reason, your PPC ad description should describe exactly what your business offers. At the same time, proven marketing copy techniques should be employed to ensure that the description is enticing enough to attract ideal prospects.

Relevancy is the name of the game when it comes to copywriting for paid listings, not only for your potential customers, but increasingly to meet the stringent requirements of the search engines themselves.

Including your keyword in the title and description of your listing can increase your click-through rate and relevant listings are not only rewarded with more clicks from consumers but also with a higher position on SERPs.

Writing ad copy for search engine listings is not only about knowing the right formula for creatinggood ads. Following good copywriting guidelines gets you past tough search engine editors, and in front of potential consumers. Understanding that, here are some suggestions for writing great ad copy:

Use your keywords:Including your keywords in your advertisements can increase the
efficiency of those ads. Additionally, if you’re using the keywords that you’ve selected, then your ads are likely to appear in conjunction with related topics, making it easier for you to entice traffic.

Qualify your traffic:Creating an advertisement that people will click on is not enough.You must create an ad therightpeople will click on. Not all traffic is equal. Even people who earch with the same phrase might have different needs. One purpose of your ad is to appeal to your target audience, while signaling to anyone else that your business would not be a good fit for their differing needs.

List features and benefits:In your ad description, include at least one feature and bene-
fit for the product or services that you’re advertising with the PPC program. Generally, you have very little space in which to include a description, so choose the words that you planto use very carefully.

Use a call to action:Too often, advertisements are created without including a call to action.However, studies show that including a call to action will increase your conversion rates,whereas ads that do not contain a call to action tend to perform less efficiently and effectively than those that include it.

Stand out:Many PPC advertisers in the same areas will have very similar PPC advertisements. If you can create ads that stand out from these other, more generic ads, you have a much better chance of having an effective PPC program. It will be worth your time to spend some planning hours creating an ad that helps you stand out from the crowd. That extra effort will be well worth the results.