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Effective PPC Copywriting

Posted on 4.01.2007
I had a brief but interesting conversation this weekend about the core differences between SEO (search engine optimization) and PPC (pay per click) advertising. My argument is that there really are not many differences at all. PPC is equal to SEO in both technical and analytical complexity and requires just as much, if not more, focus on results. This is why effective PPC copywriting is so essential .

Click fraud still looms large in the minds of Internet advertisers. SEO does not present the immediate threat to budgets that PPC does. If you are promoting your website with pay-per-click advertising, recognize at the outset of your campaign that it's going to require time and effort.  Here are a few tips to consider when copywriting for your pay per click advertisements.

- Kill Words vs. Thrill words
Words are powerful. Use the right words and close the deal. Use the wrong words and waste your ad budget. Kill words are those that dissuade prospects from clicking your ads (they kill interest). Thrill words are those that persuade prospects to visit your site. Balancing the two within PPC ad copy is important as it educates and informs those that see your add and forces them to take an action - stay or go.

- Always Include Keywords
When creating your ads you want only people who are interested in your product to click on your ad. Since you are paying for clicks you want every click to count and not throw away your advertising dollars.

- Follow the guidelines
Time is money. If you don't abide by the rules and guidelines set out by the ad platform (whether it's Yahoo or Google or anyone else) you'll find yourself doing double work; removing keywords and tweaking copy after the fact causes delays, and delays cost. There

- Always tell the truth
If you're interested in driving massive amounts of unfiltered traffic to your site, hands down, PPC is the way. The problem is that this approach can quickly become costly and advertisers find that their return on ad spend is abysmally low. The solution is to tell the truth in your copywriting. If you offer PHP hosting, be specific and craft a headline and description that those seeking your services will find appealing. Simply saying "Cheap Hosting: Best Prices, Great Support" does not tell the user that if they are seeking Windows hosting, they should not click through. Be vague and be prepared to spend more, way more.
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