In Adwords pay-per-click advertising, the top ads are determined not only by the bid price of the advertisers. The click-through rate (CTR) of the ad features prominently in the algorithm used by Google to determine ad ranking. The higher the CTR, the higher the rank. It is therefore entirely possible that the top-ranked ads pay less than the lower-ranked ones by virtue of their much better CTR.
CTR is simply the number of clicks against the number of times the ad is displayed, expressed in terms of percentage. To enhance your CTR, you need to make your ad stand out from all the other ads shown in order that people will click on it more than the others when they see it.
Many techniques for doing so are discussed in the Adwords website. But most of the techniques presented there are already "old", by internet marketing standards. Most advertisers have learned and are implementing them so it's not as easy anymore to stand out using the same techniques.
Below are fresh and creative techniques that should significantly boost your PPC campaign in 2007:
1.Be different from the herd.
Let's assume that you have already researched the right keyword for the product that you would like to advertise. Now do a Google search using your keyword. Look at the top Adwords ads that come out. If what you have is a product for which you are an affiliate, it's quite likely that the ads of the original vendor and the affiliates are similarly worded. To be different-and easily noticed by the readers-say basically the same things but state them differently.
If most of the ads are long phrases, keep yours as short as possible. If most of them emphasize on the low price, highlight the other advantages of the product. More importantly, emphasize what the benefits are to the reader.
Basically what you need to do is to be different, to be noticed. Never mind if some of the other important information get lost in the ad. As soon as the reader clicks (and that is the most important goal, at this point) he/she will be able to read the rest of what you need to tell him/her in the website of the product.
2.Put numbers in your ads.
People love numbers. Don't ask me why, I don't know. But that is the finding of marketing experts and let's leave it at that. The price would be the logical first thing that you need to place in your ad (unless your price is much higher that other competitors with the same or very similar product). Any number will do-number of days warranty, number of days it will take the users to succeed, the number of pounds one will reduce, the number of inches one's "size" will increase, and so on.
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