Writing search engine advertising is not very different to writing sales copy for your website. If you haven’t already– go back and review the articles on ‘Headlines’ and ‘Opening Hooks’. When writing your titles and descriptions for your advertisements make sure you follow the principles outlined in these articles. You should always be thinking– “Will this title and description clearly attract my target visitors, and repel visitors who are not genuinely interested in my products and services?” For example:

Order meat online today

Order New Zealand’s finest meat online and have it delivered direct to your doorstep.

www.meatcuisine.co.nz

To substantially increase your click-through rate, mention the keywords that you are targeting in your title or description.

Don’t always send users through to the home page of your website. If your ad is targeted at a certain product or service, direct the customer directly to that section of your website.

Analyse your competitor’s advertisements. If they are positioned higher than yours, especially on Google, then there is a good chance that they are achieving a higher click-through rate. Look at what they may be doing to gain a higher click-through rate.

Submitting your Listing

Now it’s time to submit your listings and start your PFP advertising.

The first thing that you will need to do is set up an account with a PFP advertising provider. Our recommendation for beginners is to set up an account with Google Adwords first. You can move to Overture and some of the other PFP providers at a later date. Google Adwords has a simple system and it costs only US$5 to create an account.

Go to Google Adwords website (http://adwords.google.com).

The Google Adwords website provides detailed instructions for setting up an account, and running and managing Adwords listings.

Don’t forget– ‘walk before you run!’

Start with a small advertising campaign on Google and once you are familiar with that and you’re achieving results, move forward.