Know Your PPC Search Engine Internet Marketing Campaign part 2 of 3

By anitobopper | Dec 17, 2008

If you haven’t read part 1, just click here – PPC search engine internet marketing campaign - part 1 of 3

In part 1, we finished discussing keywords, keyword phrase and budget. Here in part 2, we’ll move on to the remaining three items in your PPC search engine internet marketing campaign and they are – ad copy, relevance and your landing page.

Ad Copy
The following is Google AdWords text format, you get a total of 4 lines of text with their minimum number of characters.

1. Title - 25 characters maximum
2. First Text Line - 35 characters maximum
3. Second Text Line - 35 characters maximum
4. Display URL 35 characters maximum

Title
Try as much as possible to include your main “keyword” or “keyword phrase” here and if possible in bold letters. Your goal is to attract the viewer’s attention and get him/her to read the rest of the ad.

First Text Line
Use this line to show your most powerful benefit and make it appealing at the emotional level. If for example it’s facial cream to make younger looking skin for women you are selling, you can state here that using the cream would greatly enhance her youthful appearance making her very attractive to men.

Second Text Line
In this second line, present another benefit plus an appeal to the viewer’s logical side. Again from the previous example, aside from looking beautiful and her skin looking flawless, her confidence would be greatly enhanced giving her a logical reason to purchase the product.

Tips: If possible, try to include supporting keywords in the first or second text line of the ad while appealing to the emotional and logical facet of the viewer.

Make it a point to give relevance to your keyword in the title, line text as well as in the copy of your landing page. Relevance is basically another way Google uses a complex calculation which takes into the account the popularity of the ad in their algorithm. The more clicks an ad receives, the more Google rewards the ad and pushes your PPC search engine internet marketing campaign up the top position.

Since Google assigns a “quality score” to your PPC search engine internet marketing campaign, having relevance in the keywords used would greatly lower the cost per click and most likely land your ad in a higher position. It’s like doing a mini SEO to your ads and in effect reaping the benefits of lowering your cost per click and pushing you ad at the top spot.

Landing page
Your landing page is where you can actually close the sale from the ads you made on Google AdWords. This is where you want to direct traffic. Information here should be concise and direct to the point. The main purpose of your landing page is either to make a sale or for your visitors to opt-in or both.

Adding a “squeeze page” is where you want your visitor to subscribe and opt-in for your newsletter, e-zine, free offer, e-course etc. This may be a pop-up or a small box where visitors can place their name and e-mail add to subscribe.

This ends part 2 of Know your PPC search engine internet marketing campaign. We’ll discuss the format of your landing page and its vital contents in part 3. Stay tuned.