Pay-Per-Click Search Advertising Comes First

Written by Dan Grossman


There are a variety of advertising options available to online business owners small and large. There's traditional banner advertising, text ads of both static and contextual varieties, popups and popunders, layer ads and pay-per- click search engine advertising.

For just about any business looking to advertise online, pay-per-click search listings should come first and be used to their maximum potential before investing elsewhere. They arerepparttar foundation of most online advertising plans, deliveringrepparttar 100713 most precise targeting andrepparttar 100714 furthest reach forrepparttar 100715 lowest cost.

The concept of pay-per-click, or PPC search advertising is simple -- you have your listing placed within or alongside search results in exchange for paying some fee each time a someone clicks on your listing in those search results. Most search engines set advertisers against eachother in auction-style bidding forrepparttar 100716 highest positions on search result pages.

There are several benefits to this advertising method that make it useful to just about any web business, and make it so important that it should be exploited to its fullest before advertising in any other medium.

BENEFIT #1: TARGETING

Targeting is essential to any marketing, online or off. In order to be effective, ads have to reachrepparttar 100717 right people. If that's not happening, you're just wasting your money.

More than anything else, people turn to search engines to find things they need onrepparttar 100718 Web. Pay-per-click search engine advertising lets you capture these people while they are actively seeking out your product or service. By listing your site under specific search results, you capture your target audience and pre-qualify them with your ad atrepparttar 100719 same time. Byrepparttar 100720 timerepparttar 100721 visitor is on your site, you already know they are looking for your product or service and have an interest in your particular offer.

BENEFIT #2: REACH

No matter how largerepparttar 100722 website, magazine or newspaper you advertise on, it will never reach as many individuals asrepparttar 100723 top search engines. Google and Yahoo! each reach 80% ofrepparttar 100724 Internet using population and display pay-per-click ads above and alongside search results. Billions of searches are made every month which you can easily be listed within at no cost until an individual decides to click through to your website.

KICK-STARTING BODY COPY

Written by Pat Quinn


KICK-STARTING BODY COPY

Several correspondents to our newsletter, AdBriefing, say that they are having trouble writing body copy for ads. Their problem seems to berepparttar age-old one of how to kick things off – how to make a start. Can I help? Of course, I can.

When you have been writing copy as long as I have, you will come to understand that there is an unwritten formula for writing copy. While I shudder atrepparttar 100712 thought of formulae in advertising (since advertising is still a matter of doing what your instincts tell you to be right, and not what some computer programme tells you), there is no doubt that copy should follow a logical sequence. A sequence that takes its lead fromrepparttar 100713 message inrepparttar 100714 main headline.

I’ve said it before, and I’ll say it again, every headline should contain some kind of offer or promise. At risk of repeating myself, it should contain a benefit alongrepparttar 100715 lines of: Buy this product and get this benefit. If it doesn’t do this, then to my mind there is no point in runningrepparttar 100716 ad. Asrepparttar 100717 great Doctor Sam Johnson said, back inrepparttar 100718 1700s: Promise, large promise, isrepparttar 100719 soul of advertising.

Ok – assuming that you have written a benefit-ridden headline, it follows thatrepparttar 100720 first line of body copy should reinforce that benefit. It should enlarge upon it. It should takerepparttar 100721 initial promise and make more of it – much more. In other words, it should be a more verbose rendering ofrepparttar 100722 headline statement. An expansion of what is in it forrepparttar 100723 punter.

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