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It’s fairly well-known that Google’s sponsored results ranking factor is: Bid X Click through rate X Landing page quality. Bid and CTR are weighted much more heavily than landing page quality. Terms that are high-volume and well sought after can be $5/click or higher, so how can you compete against the “big guys” and rank above them but pay a cheaper cost per click? Easy. Have a higher click through rate (CTR).
Here is an example:
Big company pays $5/click and has a CTR of 1% with a landing page score of 10. 5 X .01 X 10 = .5
Small guy (that’s you) pays $3/click and has a CTR of 2% with a landing page score of 10. 3 X .02 X 10 = .6
Small guy’s advertisements would be shown above Big company’s advertisement, because of the higher score (.6). Small guy got the higher score through a much higher click through rate.
A great adcopy should have a clear and attention grabbing title, short description about the product or service, and finally it should have a call to action.
Lets take a look at some PPC advertisements. The below ads were from a random search for “food” in Google.
As you can see, some where better than others. The advertisement in the top position is more than likely paying more than it should for that position.
Once you write your adcopy and it goes live, track the results. Build up solid data (CTR, CPC, # of sales, etc) for at least 2 weeks. Then, write slightly different adcopys and try and beat those numbers. This is called multivariate testing.
Technorati Tags: adcopy, advertisement copy, ppc, payperclick, ctr, google
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