In the last blog post, we talked about the first step in driving traffic to your website, which is to give people a good reason to click back to your website. (Did you miss that article? Click here to read it now.) Once you have honed in on the compelling reason for people to visit your website, typically in the form of a free giveaway, you are ready to move on to the next step: Grabbing the attention of potential clients and inviting them back to your website.
You can grab attention from potential clients in several ways, such as by becoming active in networking forums that your target market frequents or by placing Pay-Per-Click (PPC) ads (or, alternatively, Pay-Per-View ads) on such venues as Google Adwords or Facebook Advertising. No matter which option you choose, it’s imperative that you create an ad that not only attracts attention but also compels readers to visit your website. Let’s move on to discuss the essential components of a PPC ad.
The Components of an Irresistible PPC Ad
The challenge with PPC ads, particularly if you’re as long-winded as I tend to be J, is that you are severely limited in the amount of characters you can have in the ad. For example, Google Adwords ads are limited to 25 characters in the headline, so you have to put time into creating an ad that is short enough to fit in the space, clear enough to communicate your message, and compelling enough to grab attention. Tall order for 25 characters! So, how do you write such a short yet powerful headline?
The Attention-Grabbing Headline
The key to an effective headline for your PPC ad is to focus on the client, and particularly on the transformation they will experience through working with you. If you are a business coach who helps people reach their financial goals, you might release a report outlining the 6 steps to financial success, or more specifically, 6 Steps to 6 Figures. Your PPC ad headline might read the same as the report title (6 Steps to 6 Figures), as it is short, succinct, and powerful.
One of my recent PPC ads, used for promoting a new video called “How to Attract Up to 6 Clients in 1 Week,” was titled “Get 6 Clients This Week.” The specific number I used (6 clients), along with a quick turnaround (this week) grabbed attention and raised curiosity, attracting a large number of click-throughs back to my website.
To create your ad headline, first think about the pain your clients are experiencing (in the case of my ad, the pain was lack of clients), and then focus on the solution you can provide them (such as attracting 6 clients in such a short period of time as 1 week).The more specific you can get as to the end result people can get from reading your report or taking whatever other action you are promoting, the better!
The Short But Sweet PPC Ad Body
Once you’ve grabbed a reader’s attention with a powerful headline, you need to communicate a few major benefits in the body of the ad. You might focus on how simple the process is, with a statement such as “3 simple secrets revealed!” You could also elaborate on the offer itself; for example, you might add “Step-by-step video shows you how to get clients fast!”
Just remember to keep focusing on the benefit to your potential client – what will grab their interest and cause them to click the link back to your website? Try to pile as many benefit statements as possible into the short space available in your PPC ad.
With these tips, you can create a simple yet effective PPC advertising campaign to begin attracting clients to your website. But there’s more to the story, because the next big question you should be asking yourself is…
Now that I know how to get website visitors, what do I do next?
If you use these tips to help get people to your website, the next step is to make sure your website is geared up to convert those passive visitors into paying customers. There’s a simple yet definite technique to creating websites that sell, and once you learn it, you can use it to create your own profitable website many times over. I’ve created a fill-in-the-blanks template around the 5-step system I use regularly, for both myself and my clients, to create a profitable website, often in 90 minutes or less. Because I feel this information is absolutely vital to any business owner’s online success, I revealed this process in a recent f.ree webinar, where I walked listeners through each step of creating your own profitable website. Learn more and grab your recording now at http://writeassociate.com/free-teleseminar/ (hurry – link expires this Thursday, December 23rd at 6 p.m. CST!).