To the left you will see a sample of a Pay Per Click Text Ad. These generally look the same on the big 3 Pay Per Click Ad Programs. The Programs are Google Adwords, Yahoo Search Marketing, and MSN Adcenter.
For today and for the next 3 days we are going break down the 4 main sections of a Pay Per Click Text ad. These 4 sections are Headline, Description, Display URL,and Destination URL.
Tip #1: Using Capital Letters in Headlines
Lets Get Started With Headlines. One of the first things you want to do when creating a headline is to get that headline to POP! You want it to stand out above all the rest. Let's take a look and how you may write your first headline. This is a common mistake new comers make when creating an Pay Per Click Ad.
In the example above, only the first letter of the first word is capitalized. This is not much of an attention getter. Let's redo the same ad so that every main word is capitalized.
Can you see and compare the difference? The second headline jumps off the page. It is easier on the eyes for readers to read. The trick is to capitalize words just like they were the title of a book or a movie.
Tip #2: Using Your Keywords in the Headline
If you are trying to capture a reader's attention with a specific keyword or keyword phrase, why not include it in the title? By doing this, your Keyword will show up in BOLD letters. In this case, we are bidding on the word "Example" and it also appears in our ad.
This helps to make your ad highly relevant and can increase your CTR's (Click Through Rates). In the case of our Pay Per Click Example above, someone was searching for the word Example. We were bidding on the term Example and we also listed it in our Headline. Because it is in our headline, it was automatically bolded for us. When the reader scans the page, they are more likely to see our ad as being relevant and click on it.
TIP #3 - Grabbing Their Attention
Of course, this is the whole purpose of a headline. You want the reader to click on your ad over all the others on the page. Some people will use their company name for the headline. In very few instances is this recommended. Unless you have 1 product and it is only known by the name of your company, it is highly unlikely that you would need to use your company name .
For the example, I am going to pretend like I am writing an ad for this post. Here are the two examples: Which do you prefer?
Now think of this from a searchers point of view. Chances are someone was searching for Headline Tips. If both ads were served up then the one that is most relevant is most likely to get clicked on. In this case Headline Secrets and Tips is more relevant that Marketing tips since Headline Tips are EXACTLY what the user was searching for.
Tomorrow's Focus on the Anatomy of a Pay Per Click Ad: Descriptions
