How To Screen Your Visitors When Using Pay Per Click Advertising
If you are using pay per click advertising, I don't need to tell
you that it can get very expensive if you have a lot of
unnecessary click throughs. In this article I will explain how
to screen your visitors and how to apply it to your pay per
click advertising campaign, so that you can screen your visitors
before they click through.
How It Works
To minimize the amount of unnecessary click throughs, we are
going to talk about a screening technique that is used in
copywriting. A good copywriter has the ablity to screen the
serious individuals from the test pilots, before the sale is
initially made.
By using this screening technique you will dramatically decrease
the amount of refunds that you could be receiving. In this case,
you need to be specific about your product or service without
giving too many details, this will eliminate unnecessary click
throughs.
When it comes time to develop an ad that best describes your
offer, you need to use precise wording. If you use any ambiguous
words, phrases or statements in your ads, you will confuse the
viewer, making them either click through or leave. You need to
keep in mind that every click through is costing you money, so
you need to make sure that you are targeting your market and
that each of your visitors are qualified.
Applying The Headline
When placing a pay per click advertisement there are two things
that you need to pay attention to, the headline and the
description. The headline is used to grab their attention, build
their curiousity and force them to read on. The difficult part
is that the pay per click ads only allow you a limited amount of
characters, usually up to 50. Your attention grabbing headline
will end up being only three or four words. You need to make
your headline jump out at the viewer, but at the same time, you
need to be specific.
One of the biggest mistakes I often see, is that people use
their business name for the headline of their pay per click
advertisement. A business name is not going to grab their
attention or motivate them to read the description. For example,
let me ask you which headline would grab your attention and
motivate you to read the description, "Elites Marketing" or
"Earn $47 - $270 Per Sale". Do you see the difference between
the two headlines and how specific the second one was?
Applying The Description
As far as the description goes, you have a little more to work
with, unless you are using Google's Adwords. Google's Adwords
gives you two lines and each line only allows up to 35
characters. You will need to be as specific and descriptive as
you can. The description is very crucial, and it will determine
whether or not your visitor will initially click through.
Let me give you another example, now which description is
precise in wording and is descriptive enough to screen your
visitor, "You can join our Two Tier Associate Program at no cost
or obligation", or "Snowball in cash by promoting info-marketing
products. Join for Free!" I hope you picked the second
description!
The first description, "You can join our Two Tier Associate
Program at no cost or obligation" is vague and wide open. This
description does not describe what kind of product or service
they would be promoting or kind of associate program I am
offering is, pay per lead, pay per click, pay per sale, or two
tier. You don't want to use a description that is too vague,
that is how you get a lot of unnecessary click throughs.
On the other hand, the second description, "Snowball in cash by
promoting marketing info-products. Join for Free!" is very clear
and concise. Even though the description did not say what kind
of associate program it was, in the headline it was clear. It
said, "Earn $47 - $270 Per Sale." Moreover, I was able to tell
my visitor that they'd be promoting information marketing
products and was free to participate. I was also able to hit
them with a couple psychological triggers, "Snowball" and
"Cash".
To screen your visitors more effectively, you need to choose
keywords that are relevant to your product or service and that
target your market. If you select keywords or phrases that are
too general, you will still have a lot of unnecessary click
throughs. You can only screen so much, so don't select
inappropriate keywords or phrases when starting your pay per
click advertisement campaign. Take your time and brainstorm for
the appropriate keywords and phrases that best desribes your
product or service.