Most pay per click ads draw amazingly low click through rates (the number of people that click on your ad divided by number of people that see your ad).
This not only hurts sales in form of less clicks to your site, but on search engines like Google, it can even drop your ranking like a stone.
How can you improve your click-through rate?
Here are 3 tips to improve your click through rate and pre-sell your audience so that your web sales go through roof.
#1 Include highest searched term (the most popular term) in your title and/or description.
For example, if you're bidding on a cluster of keywords surrounding theme 'Cheap Web hosting', try to include term 'cheap web hosting' in both your title AND your description. This will dramatically increase your click-through ratio (and thereby also increase sales).
While this is a fairly well known fact, many ppc marketers don’t do it. But think about it from your searchers’ point of view. There is an OVERLOAD of information out there. People are extremely uncomfortable with information overload. It sets up a form of cognitive dissonance or ‘searcher discomfort’.
Searchers remove this discomfort by finding a website that matches what they're searching for. When they see that your title and description has matched their search term, they think, 'This website has exactly what I'm looking for' and they eagerly click on your ad.
#2 Use emotionally charged words.
While many website builders are brilliant at creating websites - let's face it, they’re not so hot at selling.
Selling is an emotional, creative process. People buy with their emotions and then justify it with reason. If you want to sell to them, you have to access their emotions (access your right-brain and use your feelings to empathize with their desires).
Building a website and promoting an online business is a very organizational, logical process. It requires mostly left-brained abilities. So you can see how some people can build a beautiful website - but find it nearly impossible to sell from that website