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project 03 :: Internet Marketing :: Advertising and PR 01
How To Screen Your Visitors When Using Pay Per Click Advertising
The only way to keep up with the latest
about pay per click and keywords is to constantly stay on the lookout
for new information. If you read everything you find about pay per
click and keywords, it won't take long for you to become an influential
authority. If you don't have accurate details regarding pay per click
and keywords, then you might make a bad choice on the subject. Don't
let that happen: keep reading.
If you are using pay per click
advertising, I don't need to tell you that it can get very expensive if
you have a lot of unnecessary click throughs. In this article I will
explain how to screen your visitors and how to apply it to your pay per click advertising campaign, so that you can screen your visitors before they click through.
How It Works
To minimize the amount of unnecessary click throughs, we are going
to talk about a screening technique that is used in copywriting. A good
copywriter has the ablity to screen the serious individuals from the
test pilots, before the sale is initially made.
By using this screening technique you will dramatically decrease
the amount of refunds that you could be receiving. In this case, you
need to be specific about your product or service without giving too
many details, this will eliminate unnecessary click throughs.
When it comes time to develop an ad that best describes
your offer, you need to use precise wording. If you use any ambiguous
words, phrases or statements in your ads, you will confuse the viewer,
making them either click through or leave. You need to keep in mind
that every click through is costing you money, so you need to make sure
that you are targeting your market and that each of your visitors are
qualified.
Applying The Headline
When placing a pay per click
advertisement there are two things that you need to pay attention to,
the headline and the description. The headline is used to grab their
attention, build their curiousity and force them to read on. The
difficult part is that the pay per click
ads only allow you a limited amount of characters, usually up to 50.
Your attention grabbing headline will end up being only three or four
words. You need to make your headline jump out at the viewer, but at
the same time, you need to be specific.
One of the biggest mistakes I often see, is that people use their business name for the headline of their pay per click
advertisement. A business name is not going to grab their attention or
motivate them to read the description. For example, let me ask you
which headline would grab your attention and motivate you to read the
description, "Elites marketing" or "Earn $47 - $270 Per Sale". Do you see the difference between the two headlines and how specific the second one was?
Applying The Description
As far as the description goes, you have a little more to work with, unless you are using Google's adwords. Google's adwords
gives you two lines and each line only allows up to 35 characters. You
will need to be as specific and descriptive as you can. The description
is very crucial, and it will determine whether or not your visitor will
initially click through.
Let me give you another example, now which description is precise
in wording and is descriptive enough to screen your visitor, "You can
join our Two Tier Associate Program at no cost or obligation", or
"Snowball in cash by promoting info-marketing products. Join for Free!" I hope you picked the second description!
The first description, "You can join our Two Tier Associate Program
at no cost or obligation" is vague and wide open. This description does
not describe what kind of product or service they would be promoting or
kind of associate program I am offering is, pay per lead, pay per click,
pay per sale, or two tier. You don't want to use a description that is
too vague, that is how you get a lot of unnecessary click throughs.
On the other hand, the second description, "Snowball in cash by promoting marketing
info-products. Join for Free!" is very clear and concise. Even though
the description did not say what kind of associate program it was, in
the headline it was clear. It said, "Earn $47 - $270 Per Sale."
Moreover, I was able to tell my visitor that they'd be promoting
information marketing products and was free to participate. I was also able to hit them with a couple psychological triggers, "Snowball" and "Cash".
To screen your visitors more effectively, you need to choose keywords that are relevant to your product or service and that target your market. If you select keywords
or phrases that are too general, you will still have a lot of
unnecessary click throughs. You can only screen so much, so don't
select inappropriate keywords or phrases when starting your pay per click advertisement campaign. Take your time and brainstorm for the appropriate keywords and phrases that best desribes your product or service.
About The Author
Rich Hamilton, Jr is the CEO/President of http://www.ElitesMarketing.com. You can start earning cash today by joining our FREE Two Tier Associate Program and make $45 - $270 per sale http://www.ElitesMarketing.com/assoc/.
Of course, it's impossible to put everything about pay per
click and keywords into just one article. But you can't deny that
you've just added to your understanding about pay per click and
keywords, and that's time well spent.
We hope you found the information on this page useful and will return often to browse
the many articles throughout our site. We will be adding new material on an ongoing
basis in order to keep our visitors up to date on the latest promotion and marketing
information and tools that allow so many marketers to earn a full time living on the
internet.
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