So you’ve set up your pay per click campaign and you’re all set to go. How can you ensure that potential customers get the click?
One thing you want to consider is that you don’t just want anyone and everyone clicking on your ad. You’ll be paying for traffic that isn’t converting. So you want to ensure that so many customers don’t click on your as well. How do you do that?
The surest way to target a particular customer that you want to click on your ads versus someone you don’t is to target the right keyword. Make sure that the keywords you are targeting in your ads correspond with what is on your landing page and, even more importantly, make sure the keywords you are using on your landing page and your pay per click ads correspond with what you are selling.
For example, if you are selling tube socks, you don’t want to target the more general keyword “socks” as your primary keyword. Tube socks are much more specific that simply “socks.” Make sure that you narrow your targeted keywords to the right keyword for each of your campaigns. Match types will help you do this a lot. Learn how to target the right keywords with match types.
Another thing you have to pay attention to in order to reach the right customer is to write your headline in such a way that it encourages the click. You want your keyword in the headline, but you also want to spark some level of curiosity, fear, greed, or one of the basic human emotions. Use trigger words that get people to notice your ad.
The last thing to do in your pay per click ad to ensure you get the click to write a description that is specific, narrowed, and, like the headline, sparks an emotion. Your description must state precisely what your customer expect to find on your landing page. You should include a benefit in that description using a trigger word that sparks one of the basic emotions.
If you do these things in your pay per click, you’ll target the right customer and get the click – every time.
