Once you get a bit of cash to play with, PPC marketing is a great way to put your money to work for you. And one of the keys to getting the maximum return on your PPC advertising is to right good ads.

Using the right ad can attract the right person to your website which will result in a lot more sales for you. Most people fail on PPC because they're advertising to people who will never buy their stuff.

So the first thing you need to think about when you're writing text ads is "What is my prospect after? What do they want?". Once you're more familiar with this, you can write an ad that will suck in that particular person.

One of the old school copywriters (I can't remember who) said that you want to enter the conversation the prospect is already having with himself.

So match your keyword (and why the particular person is typing in that keyword) with your ad and you'll notice that your click through rate (CTR) improves, which will actually lower your overall cost per click (CPC).

The next thing you need to do is commit to being an avid split tester. Once you've done a few split tests, you'll wonder why you never did it earlier.

Split testing is really easy to do these days (it literally takes a few seconds) and extremely powerful. For example, you can run two ads that seem similar, yet one might give you double the CTR, which (and if you're advertising on it, it should be bringing you sales) should also lead to double whatever you're trying to do (leads, sales etc).

The method I use is simple. Write one ad. Then write another that's completely different style wise. Do this 3 times and you will have found a "style" of ad that's working best for you.

Once you've found the style that works, it's time to splite test the particular style. You do this by creating two identical ads, with only one line changed.

For example, you might want to see whether using www out the front of your URL makes a difference (I've tested this and losing www consistently wins) to your ad.

So you'd keep the rest of the ads the same and just change that last line. After enough clicks (First one to 50 clicks with equal impressions is statistically significant for me) you'll be able to see the difference.

Once you've done a few tests like this, you should easily be able to double the effectiveness of your ad.

But of course, all of this counts for nothing if you can't write an ad to save yourself. Now, if you're not the worlds greatest copywriter don't stress.

These ads are really easy to write and with the formulas I'm going to give you, you can't really go wrong. And once you've written a ton of them (as I have) they just flow out of you when it's time to write one up.

But I know it can be hard when you're getting started, so follow these guidelines for ads and you'll be ok.

Just quickly, there is a huge difference between the ads you write for the search network and the content network. The key to writing good ads in the search network is relevance.

People want to see that you're offering them what they want. So write your ads for the keywords and you'll do well. On the other hand, the content network is all about first getting the browsers attention.

With the content network, since the ads are randomly placed on a website (therefore the user is passively browsing, not actively searching) you need to get their attention.

But anyway, onto the formula for writing PPC ads (actually, this formula works for just about any sort of ad). It's called the AIDA formula and I wish I could say I invented it, but I didn't.

I don't know who did, but chances are it was one of those old school copywriters like John Caples.

AIDA stands for:

Attention
Interest
Decision
Action

As you can see, there are four parts and our PPC ads have four lines, so we'll be using one line for each of those points.

So the first line needs to really grab the searchers attention. This is what will make the person read the rest of the ad and decide if it's something they're after.

With the search network, it's best to use the core keyword as much as possible. So is your core keyword (i.e the keyword the rest of your adgroup keywords are based around) is "muscle building" you might want to try a headline like: "Muscle Building Secrets".

If someone is looking for muscle building information, this will get their attention and get them to read the rest of the ad.

Next up we need to generate the persons interest in what we're offering. Using the same example as before, a good second line might be "Gain 20lbs of Muscle in 6 Weeks".

A person looking to gain muscle probably has similar goals to this, so by stating this, they'll think we have the answer (and we should, otherwise their click only costs us money) and so they'll click.

The next line is all about making the person decide to click our ad. We basically need to give them a reason to click. An example might be "40 page report reveals how".

If a person is interested in a free report on muscle building, then they'll want to click our ad and go and get it. By now we've done almost all we can to convince the person that we've got the solution for them.

The last step is to give them a call to action. Now you might be wondering how we can do this if we only get three lines of ad text but you're forgetting that we can enter whatever URL we want.

So I highly recommend getting a few extra URls for your PPC advertising to help with this last call to action (CTA) step. You might want to get a URL like: BuildMuscleToday.com, or FreeMuscleBuildingReport.com

Basically something that will prompt the user to actually go and take action.

So our ad would look something like this:

Muscle Building Secrets Gain 20lbs of Muscle in 6 Weeks 40 page Report Reveals How BuildMuscleToday.com

When you're starting out, this isn't necessary, but once you've found keywords that work really well, go and register a few URLs for your campaigns that will help with the call to action part.

You can get domains for less than ten bucks from godaddy, so it's not a huge investment and if you're not quite ready for that, you might want to think twice about using PPC, as you can burn through cash pretty quickly if you don't know what you're doing.

But if you do want to use PPC (or have already been using it), then I highly recommend that you read over this lesson again until you understand what I'm talking about.

PPC ads are really easy to write if you follow the above guidelines and if you continually split test, you'll find out what specifically works for you and your particular keywords/ads.

Autor: Sean Morrissy Sean Morrissy
Source: http://ezinearticles.com/