Creating a pay per click advert is typically a simple straight forward process that can be done in minutes. However, the setup of an advert is vital to maximise the click through rate. An ad should be direct, and should focus on the landing page with precision as even the slightest misleading text can result in bounce rates spiralling out of control.
Pay per click adverts are quite small and limited to a small volume of characters. This is so that Google can give everyone a fair placement and a fair amount of room per ad. Because of the limited space, it is essential to use text that is sales focused, promotional and is likely to attract clicks.
Poor use of ad text can result in high bounce rates, low click through rates and other negative factors. It is vital to minimise the possibility of this happening as this could potentially make a keyword appear as a poor target, even though the keyword may have potential.
Pay per click adverts allow for the title, 2 line descriptions and a URL.
This small amount of room should be utilised to the full potential.
Advertisers often make mistakes with their title, trying to fit brand name in before keyword selection which again is a negative pay per click factor. Spelling mistakes are also common occurrences although Google now highlights this and may reject adverts that have numerous spelling mistakes.
When pay per click adverts are created they are reviewed before being allowed to display. This is to protect against misleading or spam websites that attempt to attract visitors to misleading URL's. Advert creation has also been made easier with a wide array of pay per click campaign creation tools that can be used as a standalone from your desktop.
The key factor with ad creation is the use of keywords and text to attract visitors to actually click on the ad itself. Research has shown that over 15% of pay per click advertisers are using structurally poor keyword usage and description usage. Another 23% of advertisers include brand within the title, even though this should not be the case unless the brand is well known offline (such as a clothing chain, holiday agency chain etc.)
The description makes very little room, so the ad should be direct and sales focused in a way that is likely to attract a click within the keyword scope. So for example, a ski holiday company should choose a description based around the keyword, so for ski holidays, the ad should be generic, however, if focusing on a destination, the generic ski holiday title would not be ideal as people may have put a preference such as a destination name.
For more information or to enquire about our pay per click ad creation service, simply fill out our enquiry form or contact us today.
Creating Pay Per Click Ads
Advice and Assistance for PPC Ads
If you would like more information, or would like to enquire about our pay per click ads creation service, then fill out our enquiry form, or visit our pay per click services page to learn more.
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