I heard this cool David Ogilvy quote yesterday:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.”
No idea what the context was.
But if I were as eloquent as the original Mad Man Ogilvy, I might have said it myself with regard to writing PPC ads.
Your average Gooroo Fanboy is a simpleton and will read above like so:
“Headlines are a magic bullet. Swipe from a Gooroo or use a Gooroo template to come up with yours and you’ll be magically rich.”
The way I read it was,
“If you’re paying to have your ad read, you’ve just WASTED 80 cents of your ad dollar on its headline.”
Ogilvy probably didn’t mean it quite like that, since I’m sure his context wasn’t PPC ads.
But mine is.
You’ve heard me say, “You’d better write ads that REPEL clicks. Not attract them.”
And I said this, because, well …
…most respectable advertising mediums online charge by the CLICK, not the impression.
So if you try to RAISE your ads’ click-thru-rate blindly, you defy the purpose of the Pay-Per-Click advertising model.
Which is …to only pay for website hits that you can make use of.
Case in point–
Recently I was targeting the keyword “by traffic”, as a potential misspelling of “buy traffic”.
Perfect target audience for the offer I had.
Click-thru-rate on one of the ads was THROUGH THE ROOF!!!
Conversions, not so great.
Its headline was:
“Drive More Traffic”
WTF!? I thought.
On closer study, I found that people looking for ROAD traffic information were seeing my ad and clicking it.
“DRIVE” + “TRAFFIC” …
..see how there’s context confusion if you’re looking for road traffic info instead of web traffic?
Here’s the trouble:
When 5 times the people are ONLY reading the headline and nothing more, the rest of the ad which gives CONTEXT to the offer is completely ignored.
And sure, that could mean a LOT of hits to your website from people looking for road traffic information…who’ll only realize they’re at the wrong place AFTER you’ve paid for their pointless visit.
Now this doesn’t mean you have to miss out on the large volume of searchers misspelling the word “buy” who want web traffic.
But you need to understand that your headline should be the LEAST attractive, MOST descriptive, most BORING part of your ad.
The ad’s BODY, on the other hand, can present the more attractive offer to those who spend a few extra seconds to read before clicking.
In my case, the headline which finally worked was:
“Advertise Your Website”
No mention of traffic or driving.
(I tried other traffic headlines; web traffic, website traffic, etc…none worked)
See, this understanding I have, comes from years of DEEP in-the-TRENCHES experience with traffic management for all sorts of businesses. Not from some theoretical Beginners Guide to PPC stupid ebook.
And I’d be happy to loan my experienced eye on your website and marketing, whether you’ve already got a campaign, or looking to start a new one.
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Or Option #1 if you need a new high volume ad campaign built from scratch.