Creating Good Pay-per-Click Ad Copy
by David L. Felts
Your goal in pay-per-click marketing is not to drive clicks, but to drive qualified clicks. There's a big difference between two. In this article, I'm going to talk about some strategies you can use to send a message a that can enhance likelihood of a qualified click.
Free shipping is a good promotion that can get fence-sitters to buy. The concern can be that if marketplace is rife with free shipping promotions and you don't have one, you're going to lose out. Another concern is if you have a free shipping promotion too often, consumers might wait until your next one to buy. If a dollar amount is required to qualify for free shipping, and especially if that dollar amount is considerably higher than average order, be sure to give that info up front. Free shipping on $50 doesn't mean as much to someone shopping for CDs as free shipping on $150 sounds to someone shopping for a new DVD player. Free shipping works really well around holidays.
Follow Supply Chain
Think about associated items your customer might also be interested and that fit naturally with your primary message. For example, if your ad is for running shoes it might also be worth mentioning that you also have running socks and apparel, because someone buying new running shoes might also be interested in other running related items. Let them know you have a full stock of related merchandise.
Be Specific - Tell Consumer what you want Him or Her to Do
If you're trying to drive leads by getting clicker to complete a form, say so. "Register today for...", "Sign up for...." tell clicker what he or she is going to have to do when they get there. This will have advantage of discouraging clicks from people who aren't going to want to fill out your form.