With 25 characters in the title and 35 characters per line in the body, getting across your marketing message in a search engine pay per click advert is a challenge, especially if you take in to account you will be competing with 10 organic results and nine other paid results for the searcher's attention.

Below is a dummy advert for an online sports store bidding on the keyword "trainers"

Trainers sale ends soon
Trainers up to 40% off top brands
Hurry ends soon. Free delivery
www.super-sport-shop.com/trainers

1. Use of the keyword in the advert
   When a keyword appears in a PPC advert it is highlighted bold which makes your advert stand out and confirms to the searcher your advert is relevant to their search.
2. The keyword at the start of the title and body
   When you look at a search engine results page you don't read each entry and then make a considered decision. You skim the page looking for visual cues as to which result answers your query best.
3. Stand out from the crowd
   What are you marketing that makes people want it? Here we have a sale, so we lead with the biggest percentage discount we have. If you have a low cost product lead with the price, if you have a new product; emphasise that and so on.
4. A call to action
   Why should someone click on the advert now rather than come back later? In this case we are saying to benefit from the 40% off they need to act soon or they will miss out. Avoid using "Buy now!" or "click here!", tired phrases that people are blind to now.
5. The keyword in the URL
   A PPC advert has two URLs. The visible URL is what people see, and the second is where it actually goes which is not seen by the searcher and the two do not have to be exactly the same. Your visible URL has to be the site where the ad takes them. However, you can tailor the visible URL. In the advert above the site does not have a page titled 'trainers' instead the actual URL is www.super-sport-shop.com/footwear/. However, in order to make the advert stand out more 'footwear' has been replaced by 'trainers'.


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