The ultimate component of your PPC ad campaign may be the ad itself. Given that most PPC ads are text ads, this means writing effective ad copy.
It's not just your headline that should be compelling. Both lines of descriptive or body text should also persuade potential prospects to click to your landing page. As a result, you should use words that appeal to the customer's emotions. People want to be excited or comforted or entertained; your copy should fulfill these emotional needs.
In addition, your copy needs to solve a problem or answer an issue the customer might have. What does the customer need to do that your product does? That's the reply to push in the body of your ad. Persuasive ad copy tells consumers how to save money, how you can get something done, how to learn something important, how you can do something better. You need to do this by utilizing certain "power words" that invoke emotion and enthusiasm in audience. These words range from the following:
Since you only have two short lines of copy to utilize, you don't have space to speak about your product's features. Instead, you have to focus on the benefits that is, the way the customer will take advantage of buying what you're selling. If you're selling a weight-reduction aid, don't discuss its unique chemical compound; tell people that they'll "lose weight fast." Tell readers what's in it on their behalf.
With regards to placing PPC advertising, there's one important issue you need to be aware of: click fraud. This type of fraud is really a deliberate effort to defraud advertisers who pay for his or her ads by the click; it occurs when a link inside an online ad is clicked for the sole purpose of generating electric power charge per click, without any actual interest in the ad itself or even the site linked to within the ad. It drives up your ad costs without generating additional revenue.
Most instances of click fraud directly help the entity doing the press. Typically the ad that is clicked resides on the perpetrator's own website. Because host websites get a portion of all PPC revenues using a PPC ad hosting program, for example Google AdSense, every click on a site's ads results in money flowing to the pockets of the site's owner. By perpetrating click fraud, the website owner artificially inflates the revenue his site earns in the hosted ads.
Here's the actual way it often works. An individual obtains a web domain and creates a website, often nothing more than a "link farm" a site without any real content of its own, just links to other sites and text designed to attract hits from popular keywords at the major search sites. The site owner subscribes with AdSense or another ad program and places a number of PPC ads on the site. To generate revenue, then, the site owner through manual or automated means clicks multiple times on the ads on his own site. Each click generates PPC revenue, thus lining his own pockets.
Other cases of click fraud are made more to harm the advertiser rather than benefit the host website. For example, a competitor of an advertiser might use click fraud to generate a bevy of irrelevant clicks, thus draining the competitor's advertising budget with nothing to show for this.
Fortunately, all the major PPC ad networks have mechanisms in spot to identify and block click fraud in their ad networks. However they can't block all attempts; Click Forensics estimates that in the third quarter of 2009, 14.1% of all ad clicks were fraudulent.
Whatever the rate, click fraud does exist and may impact your online marketing campaign. For this reason, as an advertiser you need to constantly monitor your click-through rates and your conversion rates. If you visit a spike in PPC traffic that isn't offset by a corresponding increase in conversions, you can suspect click fraud. You can also employ click fraud detection tools, software programs that monitor your website traffic for irregular patterns, and then flag potentially fraudulent clicks.
If you suspect that you're a victim of click fraud, you need to report your suspicions to your PPC ad network and ask for a refund. Most ad networks will work with you on this; it's in their own welfare to weed out click fraud and keep their advertisers happy.
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1. How pay per click advertising can work for your website
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