| eople supplement SEO with paid search engine | | | | the attention in the first three words, or the moment is |
| advertising. Also called pay-per-click (PPC), the best | | | | lost. So, how do you get your average browser to |
| known and most widely used format is Google | | | | click on your ad? |
| Adwords. Link building services often recommend paid | | | | The first thing to remember is that your ad isn’t |
| advertising for new internet sites. It can take months | | | | a sales letter. So don’t waste words on a sales |
| for your link building strategies to work using search | | | | pitch, that’s what your site is for. The aim is |
| engine optimisation alone. PPC gets you those elusive | | | | simply to grab web surfers who have used certain |
| early visits and gives you a sure foundation upon | | | | keywords to seek out a landing page. For that page to |
| which to build your business. It also has the benefit of | | | | be yours, your text should reflect those keywords as |
| giving you professional exposure and enhancing your | | | | closely as possible. |
| online reputation. People feel safer clicking on Adwords | | | | In order to get the browser to click your link, you need |
| than they do on unknown URLs. | | | | to give them one thing: a clear promise. Usually, this |
| However, for your campaign to work your ad must be | | | | promise is money i.e. how browsers can save it by |
| effective; most SEO services will give you advice, but | | | | clicking on your site rather than that of your |
| they won’t run an advertising campaign for you. | | | | competitors, but it could also be exam results, a |
| So, how do you get those elusive clicks, honestly, so | | | | healthier car engine, a healthier you, a successful legal |
| they pay for themselves? Clicks turning into sales | | | | outcome etc. So think about what your average |
| isn’t guaranteed because there are no end of | | | | customer wants and then get these benefits down in |
| unscrupulous companies offering payment of a few | | | | your ad. Naturally, the page they land on should back |
| cents to home workers, just to click on PPC ads. They | | | | those claims to the hilt, so don’t use dishonesty |
| know as well as we do, that those workers (usually in | | | | in any way, unless your search engine reputation |
| poorer countries) won’t be stopping to buy | | | | management plan is a negative one, that is. |
| anything. Remember, link building strategies have to | | | | The headline of your ad is the one that will stand out, |
| have an endpoint; that point, presumably, is converting | | | | so make it relevant and tantalising. By entering a |
| clickers into customers. | | | | search query, the browser has asked a question. Your |
| The average Adwords ad is 95 characters long, and | | | | headline should be relevant to their keyphrase and hold |
| that includes spaces. To achieve the clicks you need | | | | the answer, I can solve your problem, but only if |
| you have to get a lot of information into those | | | | you walk this way It’s a teasing approach |
| characters. This means information-rich content that is | | | | that isn’t just limited to the internet. |
| well written and professional. The ad needs to grab | | | | |