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How To Screen Your Visitors When Using Pay Per Click
Advertising
by: Rich Hamilton, Jr
If you are using pay per click advertising, I don't need to tell you that
it can get very expensive if you have a lot of unnecessary click throughs.
In this article I will explain how to screen your visitors and how to apply
it to your pay per click advertising campaign, so that you can screen your
visitors before they click through.
How It Works
To minimize the amount of unnecessary click throughs, we are going to
talk about a screening technique that is used in copywriting. A good
copywriter has the ablity to screen the serious individuals from the test
pilots, before the sale is initially made.
By using this screening technique you will dramatically decrease the
amount of refunds that you could be receiving. In this case, you need to be
specific about your product or service without giving too many details, this
will eliminate unnecessary click throughs.
When it comes time to develop an ad that best describes your offer, you
need to use precise wording. If you use any ambiguous words, phrases or
statements in your ads, you will confuse the viewer, making them either
click through or leave. You need to keep in mind that every click through is
costing you money, so you need to make sure that you are targeting your
market and that each of your visitors are qualified.
Applying The Headline
When placing a pay per click advertisement there are two things that you
need to pay attention to, the headline and the description. The headline is
used to grab their attention, build their curiousity and force them to read
on. The difficult part is that the pay per click ads only allow you a
limited amount of characters, usually up to 50. Your attention grabbing
headline will end up being only three or four words. You need to make your
headline jump out at the viewer, but at the same time, you need to be
specific.
One of the biggest mistakes I often see, is that people use their
business name for the headline of their pay per click advertisement. A
business name is not going to grab their attention or motivate them to read
the description. For example, let me ask you which headline would grab your
attention and motivate you to read the description, "Elites Marketing" or
"Earn $47 - $270 Per Sale". Do you see the difference between the two
headlines and how specific the second one was?
Applying The Description
As far as the description goes, you have a little more to work with,
unless you are using Google's Adwords. Google's Adwords gives you two lines
and each line only allows up to 35 characters. You will need to be as
specific and descriptive as you can. The description is very crucial, and it
will determine whether or not your visitor will initially click through.
Let me give you another example, now which description is precise in
wording and is descriptive enough to screen your visitor, "You can join our
Two Tier Associate Program at no cost or obligation", or "Snowball in cash
by promoting info-marketing products. Join for Free!" I hope you picked the
second description!
The first description, "You can join our Two Tier Associate Program at no
cost or obligation" is vague and wide open. This description does not
describe what kind of product or service they would be promoting or kind of
associate program I am offering is, pay per lead, pay per click, pay per
sale, or two tier. You don't want to use a description that is too vague,
that is how you get a lot of unnecessary click throughs.
On the other hand, the second description, "Snowball in cash by promoting
marketing info-products. Join for Free!" is very clear and concise. Even
though the description did not say what kind of associate program it was, in
the headline it was clear. It said, "Earn $47 - $270 Per Sale." Moreover, I
was able to tell my visitor that they'd be promoting information marketing
products and was free to participate. I was also able to hit them with a
couple psychological triggers, "Snowball" and "Cash".
To screen your visitors more effectively, you need to choose keywords
that are relevant to your product or service and that target your market. If
you select keywords or phrases that are too general, you will still have a
lot of unnecessary click throughs. You can only screen so much, so don't
select inappropriate keywords or phrases when starting your pay per click
advertisement campaign. Take your time and brainstorm for the appropriate
keywords and phrases that best desribes your product or service.
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