Effective PPC (or pay per click ad campaigns are usually hard to pull off. You get a very small window of opportunity after a person sees your ad and before they decide that they would never ever click on it. This is not an exaggeration – once you leave a bad impression, you will wear an online advertising stigma in that person’s mind for a very long time. That’s why you need to make sure that you give out the perfect message, create the best impression and target the right audience because you only have one shot at this.
One of the things you absolutely have to do well is the headline. Don’t put a generic headline in the ad – no one will click on it. Effective PPC is based on clicks – no clicks, no effective PPC. This means that if you put out a bad headline, you’d failed before you even began. Validate the title before you move forward and confirm that it gives out the right message. It has to provoke interest, not look like a generic ad a user has seen a thousand times before, a hundred of which that very same day.
Target the right customers and ensure that there is a proper call to action in the ad. This may sound weird, but people like to be told what to do and when to do it. It’s not a coincidence that so many ads finish with the words, “Do it now!” or “Act today!”, or even “What are you waiting for?” Those phrases are there because they work and they’ve worked long before the advent of digital advertisement.
Finally, experiment a lot. Research your target clients and try to give them exactly what they want. This will require a lot of effort, but it will be worth it in the end. Cater your ads after the clients and you will succeed.