How To Screen Your Visitors When Using Pay Per Click Advertising

How To Screen Your Visitors When Using Pay Per Click
Advertising
By Rich Hamilton, Jr

If you are using pay per click advertising, I don`t need to
tell you that it can get very expensive if you have a lot of
unnecessary click throughs. In this article I will explain how
to screen your visitors and how to apply it to your pay per
click advertising campaign, so that you can screen your
visitors before they click through.

How It Works

To minimize the amount of unnecessary click throughs, we are
going to talk about a screening technique that is used in
copywriting. A good copywriter has the ablity to screen the
serious individuals from the test pilots, before the sale is
initially made.

By using this screening technique you will dramatically
decrease the amount of refunds that you could be receiving. In
this case, you need to be specific about your product or
service without giving too many details, this will eliminate
unnecessary click throughs.

When it comes time to develop an ad that best describes your
offer, you need to use precise wording. If you use any
ambiguous words, phrases or statements in your ads, you will
confuse the viewer, making them either click through or leave.
You need to keep in mind that every click through is costing
you money, so you need to make sure that you are targeting
your market and that each of your visitors are qualified.

Applying The Headline

When placing a pay per click advertisement there are two things
that you need to pay attention to, the headline and the
description. The headline is used to grab their attention,
build their curiousity and force them to read on. The
difficult part is that the pay per click ads only allow you a
limited amount of characters, usually up to 50. Your attention
grabbing headline will end up being only three or four words.
You need to make your headline jump out at the viewer, but at
the same time, you need to be specific.

One of the biggest mistakes I often see, is that people use
their business name for the headline of their pay per click
advertisement. A business name is not going to grab their
attention or motivate them to read the description. For
example, let me ask you which headline would grab your
attention and motivate you to read the description, "Elites
Marketing" or "Earn $47 - $270 Per Sale". Do you see the
difference between the two headlines and how specific the
second one was?

Applying The Description

As far as the description goes, you have a little more to work
with, unless you are using Google`s Adwords. Google`s Adwords
gives you two lines and each line only allows up to 35
characters. You will need to be as specific and descriptive as
you can. The description is very crucial, and it will
determine whether or not your visitor will initially click
through.

Let me give you another example, now which description is
precise in wording and is descriptive enough to screen your
visitor, "You can join our Two Tier Associate Program at no
cost or obligation", or "Snowball in cash by promoting info-
marketing products. Join for Free!" I hope you picked the
second description!

The first description, "You can join our Two Tier Associate
Program at no cost or obligation" is vague and wide open. This
description does not describe what kind of product or service
they would be promoting or kind of associate program I am
offering is, pay per lead, pay per click, pay per sale, or two
tier. You don`t want to use a description that is too vague,
that is how you get a lot of unnecessary click throughs.

On the other hand, the second description, "Snowball in cash by
promoting marketing info-products. Join for Free!" is very
clear and concise. Even though the description did not say
what kind of associate program it was, in the headline it was
clear. It said, "Earn $47 - $270 Per Sale." Moreover, I was
able to tell my visitor that they`d be promoting information
marketing products and was free to participate. I was also
able to hit them with a couple psychological triggers,
"Snowball" and "Cash".

To screen your visitors more effectively, you need to choose
keywords that are relevant to your product or service and that
target your market. If you select keywords or phrases that are
too general, you will still have a lot of unnecessary click
throughs. You can only screen so much, so don`t select
inappropriate keywords or phrases when starting your pay per
click advertisement campaign. Take your time and brainstorm
for the appropriate keywords and phrases that best desribes
your product or service.

Kirk Bannerman operates a successful home based business and
resides in California. For more details, visit his website at
http://business-at-home.us (http://business-at-home.
us)