It would seem that picking out the right keywords and then employing them in keyword advertisements would be an easy enough task. But don’t let the simplicity of the concept fool you. There is much to learn about how to use your keywords effectively to draw traffic to your web site. One of the biggest mistakes web-site owners or designers make is to assume that once the site is properly tagged and seeded with keywords, their work is finished. It’s not. There’s more to do. You can’t just throw your keywords into PPC advertisements and expect them to do well. There’s a fine science to writing the ad.
Before you can even begin to write your keyword advertisement text, you should have a finalized list — or even multiple finalized lists — of keywords selected. If you’ve used a keyword research worksheet (like the one included in Appendix D), you can easily use this list to group your keywords according to topic. For example, if your keywords include dayspring, spa, aromatherapy, lavender soap, relaxing herbal wrap, and mud bath.
It’s important that you keep your keywords grouped together, especially because they associate with the different pages of your web site. It’s these words that you’ll be working with as you create your keyword advertisement text. According to research done by major search engine companies, using keywords in your advertisement text can increase your advertisement click-through rates by as much as 50 percent. Keywords are important to your advertisement text, and the right keywords for the advertisement are vitally important. Another thing to consider before you begin to write your keyword advertisement text is what you hope to accomplish with the text. Do you want visitors to buy something? Do you want them to call your office for more information? Do you want them to sign up for a newsletter or some other service? It’s important to know what you want users to do when they see the advertisement, because you’ll use some form of this in a call to action in the advertisement. It helps if you clearly write down several different sentences that express what you want the visitors to do. You don’t have to worry about writing the sentences in short form right now. Just get the ideas down on paper. You can whittle away unnecessary words as you move forward with writing the text.
