When marketers talk about great PPC ad copy, they often refer to a high CTR (click through rate). Usually it’s a pretty valid indicator of an eye catching ad. Unfortunately many think that getting people to click on the PPC ad and getting them to convert to a sale are completely separate targets.
You’ll be surprised how much effect your ad copy has on your conversion rate.
Read closely.Before people click on the PPC paid ad in Google, Yahoo or other search engine, they at least read the headline and a bit of the ad copy. That little thing that makes them click on the ad automatically influences their mindset and what they expect to see when they land on your landing page.
If you think that the only thing effecting your conversion rate is your landing page … Learn“, “Discover” adds great value to the conversion rate on the landing page as people right from the start begin to understand what your website will do for them.
Test 2. Having words such as “Download” in your Warning … don’t even think about buying * until you read this report” will increase your CTR (click through rate) significantly. Just make sure your landing page is damn good to justify the extra traffic.
Test 4. Promise something. When the PPC ad promises a benefit, you can be sure that the CTR will increase. Important part of this trick is to make sure that the landing page reinforces the promise and converts the visitor.
I’ll add that recently few tests showed that having your company’s URL avoid using capital letters showed better CTR (go figure). The theory is that because organic search results do not capitalize any letters of the company URL, paid ads on the left side might be mistaken for organic. Something you might want to test on your own my friend.
That’s all folks.
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