fierce. You won’t gain a number one slot by eliminating broad terms, but you may find that
your job in optimizing your site becomes much easier.
Remove any keywords that your potential audience is likely to overlook or not use at
all. You can usually tell what types of keywords your potential visitor will use when
searching for your site, service, or product. This also means that you should remove
any words that are industry buzzwords, but that someone outside of the industry might
not consider using.
Once you’ve narrowed your words to the most relevant keywords and phrases with an acceptable
amount of competition, it’s time to start putting those keywords to work. Placing the keywords in
the right place and using them properly will go a long way toward making your PPC program suc-
cessful. But that’s all information that’s coming up in Chapter 6.
Writing Ad Descriptions
Keywords and PPC programs are just the beginning of your PPC campaign. Once you have the
keywords that you plan to use, you have to begin putting them to work, and creating PPC ads is
one way to do that. Creating a PPC ad isn’t usually too difficult. Each search engine or PPC com-
pany does it differently, but most have tutorials that walk you quickly through the ad process.
Creating an ad and creating a great ad are not the same thing, though. Anyone can create an ad. And
in some instances, that ad will work just fine for whatever purpose it was created. But if you really
want to get the most from your PPC program, you should be adept at creating great ad descriptions
that quickly catch potential visitors and entice them to come to your site. It may seem like an easy
task, but in truth it’s pretty difficult.
With a typical search engine description, the object is to entice as much traffic to a site as possible
in the hopes of converting that traffic into customers. PPC requires a little a different approach.
You don’t want to pay for unlikely prospects, so the description used in your PPC ads should
be designed to eliminate those who are just window shopping, while attracting those who want
nothing more than to buy your products, hire your services, or sign up for your newsletter. For
this reason, your PPC ad description should describe exactly what your business offers. At the
same time, proven marketing copy techniques should be employed to ensure that the description
is enticing enough to attract ideal prospects.
Relevancy is the name of the game when it comes to copywriting for paid listings, not only for
your potential customers, but increasingly to meet the stringent requirements of the search
Including your keyword in the title and description of your listing can increase your click-through
rate and relevant listings are not only rewarded with more clicks from consumers but also with a
higher position on SERPs.
Pay-per-Click and SEO
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