Boosting Clickthrough on your PPC Advertising

Pay-per-click advertising is a popular form of internet advertising because charges accumulate only when a potential customer shows interest in the company’s service or product.  It’s a nice way to keep your wallet from disappearing faster than your spouse can snatch it up but unfortunately, this type of advertising becomes useless unless you are able to entice a potential customer to click on your link.  However,  several strategies can boost the click-through rate of your ad.

There are two basic types of pay-per-click strategies to use when forming your ads.  Potential customers often block out obvious advertising, but you can overcome this by finding a way to relate to or engage the visitor.  For example, setting your advertisement up like a story will create empathy in the searcher who sees a parallel in his or her own life.  Using humor, on the other hand, can persuade potential customers to be more receptive by linking your ad to the positive emotions formed by laughter.  Laughter sells, and it’s even better if you can make of another companies product in your own promotion.

You can spark a searcher’s curiosity by asking a question within the headline of your ad.  Alternatively, you can appeal to your audience on a personal level by addressing them directly.  While using words that describe emotions or the five senses allows the potential customer to visualize what you are saying and relate to it personally. Personalization like the three options above allows the searcher to feel you are communicating with them person to person.  There aren’t too many people out there that can escape touchy feely belly fuzzies that comes from personal relations.  That’s why there has been a huge outcry from the hundreds of companies that are using the Haiti relief campaign to bolster their sales.  It’s viewed as underhanded by some, but it’s working for a lot of businesses because they use the emotion of the customer to hook them.

The second type of strategy involves using specific words and word techniques.  Consider adding regional or demographic words to your advertisement.  This will draw the attention of potential customers who associate themselves with that region or demographic because they will recognize its personal relevance to them.  Calls to action are also a typical way to increase your click-through rate, by motivating indecisive searchers to click your link.  You can also use viral words and internet slang terms that are popular to grab the attention of the reader.

Colons grab the attention of the potential customer because they signal to the searcher that the following information is definitive.  I’m not talking about the type of Colon that fails you after a trip to taco bell, either.  Stay on track.  Additionally, power words also grab the attention of potential customers.  These words appeal to the personality of the searcher, whether they be frugal (free, save), impatient (now, limited) or even elitist (secret, exclusive).

Finally, you can also increase your click-through rate by using popular catch phrases.  However, take care not to directly infringe on trademark or copyright laws.  This goes along with using popular or viral terms and search phrases.

These strategies can be instrumental in creating a pay-per-click ad that will grab the attention of the audience and entice them to visit your site.  While not every strategy will work with every product and service, with some experimentation and time you can find the perfect fit for your pay-per-click campaign that generates real leads.

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