They’re only 140 characters … not a lot to squeeze an offer into! You can’t write a PPC ad for web marketing without a set of rules and best practices – today we check out 5 essential guidelines.

SEO

A big box of golden rules

  1. Include your keywords
    Google tells you to do it, and if Google says, we do! Including your keywords in your ads means they appear in bold, and people are much more likely to click on them.
  2. Consider your audience
    Your audience is not ‘everyone’, or even ‘everyone who has enough money to buy my product’. Your audience will often be quite specifically defined in terms of age, gender, income level, geographic location, and perhaps other features like ‘physically fit’, ‘computer savvy’, etc
  3. Features and benefits
    Every ad needs a feature and a benefit – something the product does, and some way that it benefits the users.
  4. Call to action
    TELL people to click through … or they might not!
  5. Look at the competition
    Then, do something completely different to what they’re doing.

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