Qualifying Visitors through Your PPC Ad Copy
Monday, November 12th, 2007By Karon Thackston
Comparison shoppers are the mortal enemy of pay-per-click (PPC) advertisers. When you’re paying each time someone clicks your AdWords (or other PPC) ad, the last thing you want is a person determined to visit every site to find the best price, the closest location or the most secure guarantee. But, with many categories of products or services, it’s bound to happen. There is a way to eliminate many of the lookers, however.
When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site. How is it done? By inserting text that will purposely eliminate arbitrary visitors.
Qualifying Your PPC Leads
Purposely eliminating visitors sounds like an awful thing to do, doesn’t it? Perhaps, until you consider the fact that - once these visitors got to your site and found out the details of your offer - they’d most likely leave anyway.
Why not save yourself a click (and the money associated with that click!) and prevent the visitor from running up your monthly AdWords bill? This is exactly what Steve Jackson of Conversion Chronicles and I discussed awhile back. Since that discussion, I’ve come up with a process that will allow you to easily write pre-qualifying ads when you use three simple steps.
Rather than using generic terms to describe high cost or frequently compared PPC items, get as specific as you can with “disqualifying” copy. By weeding out those who would likely take one look and leave, you can save yourself a lot of money in AdWords expenses while increasing conversions.
Karon Thackston is a prominent SEO copywriter who has helped companies including Gorton’s Seafood and GiftCertificates.com excel on the Internet. The author of 2 long-standing ebooks on SEO copywriting (The Step-by-Step Copywriting Course and How To Increase Keyword Saturation) she has recently launched her third work specifically designed to help you write successful PPC ads that convert! Get your copy of How To Write Successful PPC Ads today!