| By :
Mark Etinger
Search engine advertising is an art, not a science, and it's those little tips that make all the difference. In this article, we're going to take a look at some of the subtle modifications that can help you take your PPC management campaign to a whole new level. We've organized this article into two sections corresponding to the two main stages of PPC search engine marketing: creation and optimization. Part 1: Creating the Ad When crafting your Pay Per Click advertisements, it's important to keep one thing in mind above all else: these ads are for people, not machines. Real people have to see these ads and want to click on them. Never forget this central idea. Your first step in creating your PPC ad is to add keywords. In Google AdWords management and many other PPC services, keywords appear in bold when placed in either your title or ad content (or both!). Bold is good. Along with keywords, specificity is also important. If you're targeting customers searching for audio mixers, for example, create a set of ads focusing on just that product type: "Professional Audio Mixers for Sale" or "Deals on Pioneer Audio Mixers!" for example, not "Discount Electronics Online" — that's too general. If they're popular enough, feel free to emphasize specific brands, models, or features (DSLR cameras, etc.). Next, we need to create compelling copy to bring in those search engine advertising clicks. Web searchers respond best to two tactics: special offers and calls to action. Do you offer free shipping? 10% off certain products? Put it in the ad! Creating a call to action is just as simple. Some ideas: "Buy now!" "Visit us today!" "Order your new camera!" Finally, make sure you use capital letters appropriately. Start out by capitalizing Every Word Of Your Title, in addition to beginnings of sentences and — this is important — every word in your URL, as in www.ForExample.com. You may have to change your capitalization tactics later, which brings us to our next section... Part 2: Optimizing the Ad PPC search engine marketing and multivariate testing are a match made in heaven. Also called multi-variable testing, this optimization method allows you to compare the effectiveness of multiple variables at once. Search engine advertising variables to consider include: capitalizing each word of the ad text; adding an exclamation point or question mark; rewriting your ad content; adding the word "free" to your title or content; and creating a dangling top or bottom in your ad text (where one line is longer than the other). With these tips, you should be able to optimize your search engine advertising efforts without breaking a sweat. Good luck!
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