Many online businesses have discovered the power, effectiveness and affordability of text ad search marketing campaigns.  For as little as $5, you can use pay-per-click (PPC) campaigns to reach out to thousands of new customers who are searching for information on your product or service.  How can you get the most out of this great opportunity?  By writing effective advertising copy for your search marketing campaigns, you can ensure that your text ads are reaching out to your audience.

Pay Attention to Editorial Guidelines

All pay-per-click programs have their own text ad guidelines, which you should carefully read before you write the advertising copy for your search marketing campaign.  Google AdWords is the best-known text ad service and they offer a set of specific editorial guidelines that can help you structure your search marketing campaigns.  The AdWords guidelines suggest using direct language, standard punctuation, and correct grammar.

Write Highly Targeted Ads

You don’t want just any user clicking on your ads.  Converting text link ads into sales is the goal of all pay-per-click campaigns.  Consider who your audience is and what they are searching for before you begin writing advertising copy.  Once you understand the people you are trying to reach with your search marketing campaign, you can create highly specific and relevant search marketing ads that directly targets your audience.

Use Relevant Keywords

In order to connect with potential customer, you need to choose your keywords wisely.  Spend some time researching the specific keywords and keyword phrases that your audience is searching for.  There are a number of online resources such as Overture and Wordtracker that provide information on how many people search for a particular term each day.  These search marketing tools also offer suggestions and ideas for keywords that you might want to use.

Use Calls to Action

Inspire your read to take some type of action when they read your ad.  Motivating readers and creating a sense of interactivity is one of the best ways to increase the effectiveness of your search marketing campaign.  Use action words such as “download,” “read,” and “discover” to make your advertising copy more engaging.  The goal of all advertising is to inspire viewers to take action.  Incorporating this call to action in your message is a great way to improve the effectiveness of your search marketing.

Avoid Excessive Capitalization, Exclamation Points, and Cliché Sales Pitches

Observing the basic rules of Netiquette is important for establishing credibility in your search marketing campaigns. Most online users can spot sales pitches and empty promises, so keep your ad copy realistic and honest.  Avoid gimmicks, hype and generic ad language.  Remember that the use of all-caps is generally frowned upon and should be avoided.  Instead, keep your copy concise, specific, and clear.  By accurately identifying what you have to offer, potential customers will be more likely to click on your ad.

Appeal to a Need

Appealing to customer needs is a basic technique used in many types of advertising.  These appeals can be based upon psychological needs, such as a need for social prestige, or on another necessity such as basic living, budget, or personal enrichment.  Indicate how your product or service can solve a problem or offer improvement in the lives of your customers.

Think Like a Customer

While search report tools and keyword suggestion sites are a great way to structure your advertising campaign, thinking of your marketing as a customer might is a great way to gain insight into your preferred approach.  What are your customers looking for?  How does your audience search for information?  By asking yourself these questions, you can design targeted ads that reach out directly to potential customers and create a successful search marketing campaign.

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