PPC Beyond Google… Adwords isn’t the Only Option

When someone discusses pay-per-click advertising, they’re usually talking about using Google’s Adwords program. Adwords is the biggest player in the PPC world and it it’s potential power is so great that most people focus their attention upon it.

Google, however, isn’t the only company involved in PPC advertising. It may be the biggest. You can even argue that it’s the best. But it isn’t alone. There is PPC beyond Google and you might want to explore creating a foothold with some other options.

Why? If Google is the biggest and the baddest, why would someone want to mess around with Yahoo or MSN? If Google is the center of attention, why spend time building a campaign for Mirago or Yell? There are actually a few good reasons to consider branching out beyond the confines of Adwords.

First, the options that don’t receive as much action are often not as competitive. Some niches are surprisingly under-represented on alternative PPC networks. That can create some strong value opportunities for smart advertisers. That click that costs you $5 via Adwords might be available for $2 on a competing network.

Second, you may be able to reach a different audience with different networks. In some cases, that can work to your advantage. Yahoo and MSN users, for example, profile out differently, on average, than Google users. This is your chance to reach the people who aren’t Googling their searches and, in some niches, the user demographics for alternate networks are a much better fit than is Google’s.

Third, developing alternate advertising venues provides some degree of insurance in case of problems. What would happen to your PPC plan if you experienced problems accessing your Google or Adwords accounts for a few days? What would you do if a new “bully” moved into your PPC “neighborhood” and you didn’t have the resources to fight back in an economically viable manner? You can avoid the sting associated with a variety of problems if you have back-up, or secondary, plans in place.

There is PPC beyond Google. Consider making it part of your overall plan.

Turning 95 Characters into Sales – Writing Ads for Adwords.

PPC marketing is probably the fastest way to drive traffic to your site and it can be one of the most profitable—if it’s done correctly. An important part of the PPC equation is actually convincing people to click on your ad. It doesn’t do you any good to have the ad displayed every time someone queries for your keywords if they aren’t clicking.

Unfortunately, Google gives you a mere 95 characters to construct an enticing ad. You don’t have a lot of space to write irresistible copy in the world of PPC. In addition to playing by Google’s rules with respect to grammar, spelling, etc., you need to be strong, succinct and tempting.

That’s easier said than done, of course. And there’s no way to turn an absolutely miserable copywriter into a PPC ad writing superstar in a single blog post. There are, however, a few things to keep in mind when writing your Adwords ads that will increase your CTR dramatically.

First, you need a call to action. The call to action is a critical component of traditional copywriting. Every sales piece is a funnel leading to that moment where the prospect is convinced to follow through with action. Your 95-character PPC ad might be a tiny copy project, but you can’t overlook including a call to action if you want to produce the best possible results. Don’t just impart information. Make a point of persuasively directing searchers to click on your ad.

Second, you need to approach your ads as if you were a potential customer. If you’ve done market research, this is the time to use it. If you have a strong sense of your potential customers and what they really want, this is the time to make sure you’re giving it to them. Too often, PPC advertisers think like business people or advertisers instead of “getting into the head” of the people who’ll really be seeing (and hopefully clicking on) those ads. Write for your audience.

If you put together an ad that will resonate with your prospects and you manage to craft a compelling call to action, you can expect great results for your PPC ads. Your CTR will jump and you’ll be getting the most out of your Adwords investment.