Chapter 4. Copywriting Tips to Improve Your Click-Through Rate

You've defined your marketing campaign foundation. You've selected a keyword universe. Now that your ad listings will be in front of the right audience, what will persuade them to click on your links and visit your site? Unfortunately, you're challenged by "listing clutter,"an overload of relevant search results. How can your ad shine through?

Rules for creating effective marketing messages for the web are not radically different from traditional advertising. Only on the web, ad viewers have even less patience. You need to get their attention quickly. Review your marketing campaign foundation from Chapter 2, "Marketing Campaign Foundation," follow the copywriting tips discussed in this chapter, and do a little spy work. You'll discover ways to differentiate your ad listing from your competitors '.

Keep in mind, you won't measure your paid listings entirely on click-through rates. Traffic is not your ultimate goal (unless you're selling advertising on your web site and simply need visitors ). To increase your leads or sales along with profitability, write copy that'll attract qualified prospects.