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What makes a great Pay-Per-Click ad?

October 1, 2009

Pay-Per-Click (PPC) advertising is one of the most effective marketing tools on the internet. It’s cost-efficient, because you only pay for ads which are clicked on; and it’s a great way to promote your site.

However, there are pitfalls in the world of PPC advertising. Believe it or not, even big companies tend to run a PPC campaign wrong.

One of the biggest mistakes a PPC campaign can have, is designing an ad that navigates to a home site. To strengthen an offer’s value message, a PPC ad should direct browsers to a page that is dedicated to a specific special offer or promotion.

Some experts even prefer that there should be no links out of the page, except to the order forms. As asserted by Katherine Andes of Furniture World: “The idea is not to have the visitor surf your website, but to be motivated to purchase your product or to contact you for more information.”

Andes says that one can provide a link back to the home page, if it just sells one basic item. However, she emphasizes that the home page should be appealing to the browser, prompting him/her to take action.

A properly crafted PPC ad can generate lots of added revenue for a Website. You just need to avoid its pitfalls to experience its benefits.


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