Home » SEM » Pay Per Click » Pay Only If They Click! Part - 2

As discussed in Part 1 of this article, pay per click advertising or PPC means placing an advertisement on a website or search engine wherein an advertiser pays only when a visitor clicks on the advertisement. This kind of advertisement ensures a fair return on your investment and is thus regarded as one of the best forms of online advertising.

So, we were discussing how to prepare a pay per click ad campaign. After the initial step of deciding on the budget and the search engine / website on which you would like to see your ad, we now come to the second step in preparing the pay per click ad campaign.

The second step involves choosing the right keyword. This again is a very crucial step and can be the deciding factor in the success of your PPC ad campaign. A keyword is the word that a visitor would use to search in a search engine. So the keyword needs to be simple and something that people would commonly use to search for information relating to your ad. Nowadays there are plenty of free tools, which can help you to choose a keyword. Once the right keyword and search engine is decided half your work is done. However, it’s still not time to relax because the other half of the work is as important as the first half.

The next step is to decide the content and title for your advertisement. As a general rule it should not contain more than 20 words, most search engines / websites will limit you to just one or two short sentences. Content would include a description of your products and services as well the keyword that you have decided to use. Always try to include the keyword in both the title and the description and above all, try to make the description enticing, remember you want potential customers to click on it.

Some of the search engines maintain the right to regulate the content in your advertisements while others are more liberal and leave the content to be decided and finalized by the advertiser itself (subject to some rules of decency and fairness).

Writing the content for a PPC ad is a humongous task in itself. Pay per click advertising needs to be simple easy and yet informative. The advertiser needs to keep in mind that the advertisement will likely reach far and wide, among all different strata of consumers. So it is important that it be simple and informative so as to be understood by all potential customers.

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