Thursday, April 19, 2007

Why Good Copy Writing Is So Important In PPC Ads

It has been proved time and again that the most successful PPC advertisers started small and by repeatedly re-investing their profits grew to the huge size and huge sales position they now enjoy. This is in sharp contrast to the offline model where the biggest budget tends to prevail.

The other big difference between PPC ads and conventional offline ads is the fact that image ads are common with the latter. Usually image ads put little pressure on the creative ability of the copywriter because the results are hardly ever measured with the exactness non-image enhancing PPC ads are measured with. Actually PPC ads are designed to focus on doing only one thing, and that is driving as much targeted traffic as possible to a site so as to yield the highest possible level of sales.

To do this, the headline needs to not only flag the targeted, required audience, but it also needs to be so attractive that most of those who are targeted who end up being exposed to it will have little option but to click through to the site.

This calls for very skilled copy writing and perpetual testing designed to improve the click through rate and the resultant sales from the PPC ad.

Clearly the most important part of the PPC ad is the headline. The copywriter will have very few words at their disposal to flag the targeted market and to also give them a good idea of what the site is all about. Sensational headlines for the sake of it do not work with PPC ads because even if one achieves high traffic, very few hits will be turned into sales thus resulting in a loss for the advertiser because the ad is being paid for based on the click through rate.

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