How To Write A Profit Pulling PPC Ad For Your Niche Product.

By Mark Bishop

Pay per click is perhaps the best paid advertising medium available for Internet-based businesses and for small niche marketing businesses in general. It allows them to carefully cut their advertising revenue by choosing exactly what they will pay for and what they won’t.

PPC allows the niche marketer to select the keywords they want to bid on, but they only pay when someone actually clicks through one of those ads and is directed to their site. This is a far cry from paying for static advertising, which might generate a lot of “impressions,” but few actions.

Unfortunately, though, advertising your niche website through PPC programs, such as Google’s Adwords, is not the  piece of cake  it used to be – despite what many self proclaimed gurus may tell you during some elaborate sales pitch.

In fact, it may be extremely hard or even impossible to get a reasonable return on your investment in certain niches using pay per click advertising, however if you've carried out the relevant niche market research this shouldn't be the case.

However, if you keep a few basic principles in mind, earning an excellent ROI on your PPC advertising investment is nearly guaranteed. So where do you start? Arguably, the most important part of creating a successful PPC advertising campaign is writing an ad that will increase your click through rate (CTR), so this is a good place to start.

Writing an ad that commands a high ROI can be broken down into the following steps:

Pick the right keywords for the ad. While this seems like it has nothing to do with writing the ad, it actually is the first and most important step. If you want your ad to have a high click through rate, it must be narrowly focused around a set of key-phrases that all have the same root keyword in common. This will allow you to repeat that root keyword 1-3 times throughout the ad. Whenever someone searches for one of those keywords and your ad pops up, the root will appear in bold, since it is part of the keyword they searched for. This will make it stick out clearly, drawing them to click on it.

Avoid fancy stuff in the headline. All you want is a simple description of the product or service offered: “Grand Piano for Sale.” Also, remember to include that root keyword in the headline to make it stick out more. People need to immediately see whether or not your ad is relevant. And the best way to communicate that is to say exactly what you’re selling.

Communicate the best feature associated with your product on the first line of your ad (below the headline) or clarify exactly what it is you are selling. For example, in the “grand piano” example above, you could ad something like the following: “Choose Between 700 Grand Pianos” or “Pay Only $500 for Your Grand Piano.”

Last, in your second line, communicate a benefit associated with your product. Here, rather than saying something physical about your store or product, you will explain what the product can do for the person. The product might “Save You Hundreds” or “Teach You How to Make Millions.” Make sure it is compelling and relevant. Ask yourself (and possibly a friend) whether or not this is something that would make them take action.

And there you have it: a 4-step blueprint for creating an “attention-grabbing” PPC advertisement. Once you put your first ad up and allow it to rotate, you will then want to start testing competing ads. It always pays to run and rotate at least a few different ads during early stages of a new campaign.

The best way to do this is to alter one part of the ad at a time. For instance, start off by altering your headline until you get a better CTR. After that, work on your first line – and so on. After a few weeks of working out changes, you should have an effective, powerful ad.

And just a quick note, if your getting a lot of clicks to your niche website but no sales, chances are your site needs some work, so stop advertising and get to work on your site otherwise you may as well just flush your money down the toilet.

Return To Niche Factor Home Page
Return To Niche Factor Free Marketing Guides
Return To Niche Factor Product Reviews