PPC Ad Copy Common Mistakes

Posted on July 17, 2012

PPC Ad Copy Common Mistakes

 

PPC online marketing businesses are added to the Internet almost every day. How can a company that relies on pay-per-click business be sure that its ad copy will continue to attract new traffic?

 


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PPC Ad Copy Common Mistakes:

PPC online marketing businesses are added to the Internet almost every day. How can a company that relies on pay-per-click business be sure that its ad copy will continue to attract new traffic?

The best way to ensure that PPC ad copy continues to work to its optimal capacity is to constantly be on guard for common mistakes, especially in new ad copy that is being designed and formatted. Complacency can occur very quickly; however, asking the questions below can help ensure that this does not happen on your website.

Where are the keywords?
Keywords caused your company's website to show up in a prospective customer's search engine. Surprisingly, one common mistake in this area is neglecting to use them. In an effort to make the ad copy read as attractively as possible, and to explain the products and services provided, it can actually be very easy to forget to insert keywords at various points in the ad?

How many times were the keywords used?
Neglecting the keywords is a common mistake. Thus, in order to ensure that this did not happen in your PPC ad copy, the keywords and phrases were sprinkled liberally throughout the body of the article. However, each time keywords and phrases are used; they are bolded or otherwise marked to where they stand out in the text. Overuse of them means that more text is bolded than isn't.

You may now be asking: So, what's wrong with that? Well, consider this: as the brain becomes accustomed to seeing or hearing something over and over, eventually, it ceases to register the event. This means that, whether or not it is realized, a reader will soon start to "skip over" bolded words or phrases. The result of this can be missing the most important part of the ad copy—that which describes the products or services provided. This in turn leads to missed clicks, which means lost revenue.


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Again, having someone else read the ad copy will help determine if this common mistake has occurred. There may be such a thing as too much keyword usage, but there is no such thing as too much proofreading and final draft review.

Another thing to be aware of is putting the keywords in only a few places rather than scattering them throughout the ad copy. This is sometimes referred to as "keyword stuffing". Keywords and phrases should be placed naturally throughout the body of the ad copy, as well as appearing at the beginning and end.

Still wondering why your ad copy isn't drawing traffic?
Look at the way this question is worded. It should be evident at first glance it is not grammatically correct; specifically, it's a sentence fragment. Too much fragmented text in an ad copy can be off-putting to prospective clients.

It may be tempting to use fragmented text in an effort to quickly attract and hold a reader's attention. However, rather than help maintain the reader's attention, it can prove to be a distraction.

Further, shortened sentences, dropped articles, omitted words, and other grammatical errors can actually take away from the authority and authenticity that is needed to make products or services more attractive.

What else is wrong with the subheading question? Was the spelling error noticed when the sentence was first read? If not, you now may be wondering if that has happened with your company's ad copy. And the reader may actually think: "If the company scrimps on little things like words and accuracy of ad copy, in what other areas might shortcuts be taken?"
Using spell and grammar check features on word processing equipment can help locate inadvertent errors, but may not always give clues as to how the finished product will actually read. Letting someone else in the company, again perhaps even someone who is not directly involved with sales, read over the ad copy may help pinpoint other errors. The end result will be ad copy that presents the company and its products or services in the best light.

About the Author

John Zwissler from AddMe - AddMe traffic program is structured to deliver controlled bursts of quality visitors and traffic to your website. AddMe traffic will increase sales, signups and overall branding for your site, for more information about this exciting service Click Here!


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