Use Creativity to Lower Cost and Increase Conversion Rates

Keyword Selection
The way to choose a term is to think creatively. Try to imagine what your user may type into the search engine to find what you are selling. You may even want to bid on terms which exist in a question format. Think of your target audience. Maybe these terms are problems that people have. Perhaps these people do not even know your product exists.

Writing Headlines
Some of the most competitive ads in the world are magazine covers in a checkout isle. You may want to glance through a few magazines covers and table of contents to find ways to write headlines and ads that pull sales.

Place Keywords in Your Ads
Many search engines highlight the words in ads that match the users query. Placing the search term in the ad will help your ad stick out more and improve your click through rate.

Bid on Current Events & Buzz Words
Often times my cheapest and highest converting ads are for industry buzz words that nobody else bid on. The phrase “Nigritude Ultramarine” (from the SEO competition) has sold multiple copies of this ebook. In addition it has introduced hundreds of visitors to my site at 8 cents per click.

Start with a Verb
You may be able to significantly increase your clickthrough rate if you start your ad copy with a powerful active verb.

Additional Conversion Tips
Many times it is not worth it to list at the top spot. Frequently trying to list at the top will cause bid wars with ego bidders. Usually listing a bit lower will improve the return on investment since you have less compulsive clickers and a lower bid price. In addition as people scroll down the ad list they do a better job of showing user intent. They do a better job of prequalifying themselves for the purchase.

If you make the ads sound compelling to the reader, you can improve your click through rate to where you get more traffic than the top ad does anyway. Try to solve a problem, show a benefit, or offer a solution to their problems.

Link to a Landing Page
Link into the exact page of your site you want visitors to see and not to your home
page. By channeling all your traffic through the home page you may be telling a person that you do not care about them, and making it harder for them to convert into a sale. You may even consider adding a special page to your site that is made exclusively for that pay per click program. By linking directly into it from the ads you make it very easy to track ROI.

related topic Free Adwords Pay Per Click Guide for Download