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Writing the advert is a critical point in your pay per click (PPC) campaign. You need to attract targeted leads and you have barely 100 characters to

Written by power @ 3:53 AM permanent link on Friday, March 6, 2009 | Post a Comment |

Writing the advert is a critical point in your pay per click (PPC) campaign. You need to attract targeted leads and you have barely 100 characters to do this. Your copy needs to be compelling and you must attract the right buyers - ie those who want your product or service.

PPC gives you the flexibility to run different adverts in different regions, at different times of the day - or night - and target your copy to specific audiences. Because of the immediacy of the internet, you can prepare several adverts and test which works best, changing them every day if necessary.

Adverts have four short lines, the most important of which is the web address from which potential customers will click through to the landing page on your website.

Key points to consider when writing your adverts are to:

  • include your keywords
  • use phrases that relate to your keywords
  • be specific - if you only serve a particular city, include it
  • offer benefits - if you have a time-limited offer, say so
  • your URL is part of the advert - make your keywords part of it
  • keep your copy simple

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