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How to Design a Pay Per Click Advert

At some time in your home business career you will have to know how to design a pay per click advert. Pay per click (PPC) is a method of advertising whereby you pay every time somebody clicks on your advert, generally a text ad placed in a search engine, and it is the fact that you pay for every click that makes its design important.

The best known PPC program is Google Adwords that you can see on the right side of any Google search engine results page. However, there are many others such as Searchseek, Adengage and 7Search, and they all work on the same principle. You place the ad for free, you bid on the keywords under which it will be listed and the higher you bid the further up the search engine listing your advert will appear.

Only it appears not in the left hand search results, which is a list of the web pages that the search engine calculates to be most relevant to the search term, but on the right hand side where the highest bids get the top spots. You pay nothing until a visitor clicks on your link, and then you pay what you have bid. The way your advert is designed is critical to your success with the advert. Let's look at the various components of a typical PPC advert.


The title is that part of the advert that a visitor to the search engine will spot first. It is normally in bold blue text and is linked to the landing page you have chosen - that is the page that the visitor is sent to after making the click. The title must be compelling, and make the visitor click for more information. It should be snappy and say what is inside. If your title is poor, then the prospect will scan down to the next ad. The title should make a prospect stop scanning and read more.


The description tells the reader what you are offering. This is critical to your success, because you don't want to waste the money you are paying for the click by being too general. Adwords allows two discrete lines for the description, while others allow a maximum number of characters in a box. Let's say you are selling Head Tennis racquets. Your title could be "Tennis Racquets" and your description: "Buy tennis racquets at great prices".

Somebody sees your advert and clicks on it. They see that you are only selling Head and they want Dunlop, so they leave your site. You have just wasted one click. Do that 500 times at a dollar a click and you have wasted $500. So you change your advert and put "Head" in front of "tennis" in your title and description. See the difference? Now only those interested in Head racquets will click on your advert, and your visitors will be more targeted to your products.

However, there is still a weakness. There are a number of different Head tennis racquets, and if somebody is looking for a model that you don't have then you have still wasted a click. By now you should see where I am going with this. Your adverts must be as specific as possible so that prospects will find exactly what they are looking for when they land on your site.

Your CTR is the click through rate of visitors to the search engine page: the percentage of visitors using your keyword that click on your advert. Your Conversion rate (CR) is the proportion of visitors to your website that actually make a purchase. You are better with a high CR and low CTR than the reverse, although if both are high it is even better. Your CTR is dependent to a large extent on your title and description, and your conversion rate on how relevant the advert is to the product on your landing page.

If you sell five different Head tennis racquets, such as the FXP 4, Airflow 1 and so on, you should design a different landing page for each racquet. Then design a different advert for each landing page, so that your keywords are specific to the racquet model, not only the maker. If your testing indicates that not enough people are using the actual racquet model name, then use "head tennis racquets" as your keyword, but mention the specific model in the title AND in the description, so that the potential customers know exactly what they are clicking for, and get exactly what the advert says.

Do that and your Conversion Rate will rocket. The only reason for a prospect not to buy from you would be price, and you can do something about that. If people leave your web page because it doesn't have what they want, then that is completely your fault and is a complete and utter waste of money.

If you know how to design a pay per click advert properly to get maximum CTR and maximum CR then you will make money rather than waste it. A lot of people lose money with programs such as Adwords, so make sure that isn't you.

About the Author
Tom McMullen
writes articles related to home business
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