Understand What Drives Your Customers For Effective PPC Ads

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December 28th, 2009 by Laura

If you are looking to optimise your PPC ad text performance consider the following; why would a visitor searching on a keyword that relates to your product or service choose not to click through on your ad when you are happy that it is benefit driven and keyword rich? At Click Consult we can work with you to identify what fears and concerns would prevent a user clicking, but here are some guidelines to help you now:

The most effective way of identifying what works and what doesn’t is to use a split test on the pay per click copy. Before you write your test copy, think long and hard on what your target customer is looking for. Also consider how your product or service meets your customer’s needs and what needs to be said in the ad text that will address any base concerns that may frighten a user away.

For each advertiser you’ll find different answers, however, by using ideas in PPC ad text you can test their effectiveness.

To fully monitor the results you need to get back to your PPC campaign stats. However to ensure you don’t become blinded by figures try to stand back and bear in mind the core emotional drivers of your customers. This will give you perspective.

The answers to these questions will be different for every advertiser. However, once you have developed a few ideas, moulded them into new PPC ad texts, then split test your ads.

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