| At some time in your home business career you will | | | | have wasted $500. So you change your advert and |
| have to know how to design a pay per click advert. | | | | put "Head" in front of "tennis" in your title and |
| Pay per click (PPC) is a method of advertising | | | | description. See the difference? Now only those |
| whereby you pay every time somebody clicks on | | | | interested in Head racquets will click on your advert, |
| your advert, generally a text ad placed in a search | | | | and your visitors will be more targeted to your |
| engine, and it is the fact that you pay for every click | | | | products. |
| that makes its design important. | | | | However, there is still a weakness. There are a |
| The best known PPC program is Google AdWords | | | | number of different Head tennis racquets, and if |
| that you can see on the right side of any Google | | | | somebody is looking for a model that you do not have |
| search engine results page. However, there are many | | | | then you have still wasted a click. By now you should |
| others such as Searchseek, AdEngage and 7Search, | | | | see where I am going with this. Your adverts must be |
| and they all work on the same principle. You place the | | | | as specific as possible so that prospects will find |
| ad for free, you bid on the keywords under which it will | | | | exactly what they are looking for when they land on |
| be listed and the higher you bid the further up the | | | | your site. |
| search engine listing your advert will appear. | | | | Your CTR is the click through rate of visitors to the |
| Only it appears not in the left hand search results, | | | | search engine page: the percentage of visitors using |
| which is a list of the web pages that the search engine | | | | your keyword that click on your advert. Your |
| calculates to be most relevant to the search term, but | | | | Conversion rate (CR) is the proportion of visitors to |
| on the right hand side where the highest bids get the | | | | your website that actually make a purchase. You are |
| top spots. You pay nothing until a visitor clicks on your | | | | better with a high CR and low CTR than the reverse, |
| link, and then you pay what you have bid. The way | | | | although if both are high it is even better. Your CTR is |
| your advert is designed is critical to your success with | | | | dependent to a large extent on your title and |
| the advert. Let us look at the various components of a | | | | description, and your conversion rate on how relevant |
| typical PPC advert. | | | | the advert is to the product on your landing page. |
| THE TITLE | | | | If you sell five different Head tennis racquets, such as |
| The title is that part of the advert that a visitor to the | | | | the FXP 4, Airflow 1 and so on, you should design a |
| search engine will spot first. It is normally in bold blue | | | | different landing page for each racquet. Then design a |
| text and is linked to the landing page you have chosen | | | | different advert for each landing page, so that your |
| - that is the page that the visitor is sent to after making | | | | keywords are specific to the racquet model, not only |
| the click. The title must be compelling, and make the | | | | the maker. If your testing indicates that not enough |
| visitor click for more information. It should be snappy | | | | people are using the actual racquet model name, then |
| and say what is inside. If your title is poor, then the | | | | use "head tennis racquets" as your keyword, but |
| prospect will scan down to the next ad. The title should | | | | mention the specific model in the title AND in the |
| make a prospect stop scanning and read more. | | | | description, so that the potential customers know |
| THE DESCRIPTION | | | | exactly what they are clicking for, and get exactly |
| The description tells the reader what you are offering. | | | | what the advert says. |
| This is critical to your success, because you do not | | | | Do that and your Conversion Rate will rocket. The only |
| want to waste the money you are paying for the click | | | | reason for a prospect not to buy from you would be |
| by being too general. AdWords allows two discrete | | | | price, and you can do something about that. If people |
| lines for the description, while others allow a maximum | | | | leave your web page because it does not have what |
| number of characters in a box. Let us say you are | | | | they want, then that is completely your fault and is a |
| selling Head Tennis racquets. Your title could be | | | | complete and utter waste of money. |
| "Tennis Racquets" and your description: "Buy tennis | | | | If you know how to design a pay per click advert |
| racquets at great prices". | | | | properly to get maximum CTR and maximum CR then |
| Somebody sees your advert and clicks on it. They | | | | you will make money rather than waste it. A lot of |
| see that you are only selling Head and they want | | | | people lose money with programs such as AdWords, |
| Dunlop, so they leave your site. You have just wasted | | | | so make sure that is not you. |
| one click. Do that 500 times at a dollar a click and you | | | | |