How to Increase Your Return Per Click By Improving The Words You Use In Your Ads

Dec 29

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The words you use in your search marketing ad (i.e. your ad copy) can make a huge difference in the returns you get. Great ads can mean higher click through rates, better conversion rates, and can even affect how much money your visitors spend at your affiliate’s site. Although you can’t interact directly with your potential visitors, there’s a lot that you can control in your ad: where you send your traffic (i.e. the landing page), the keywords you use to trigger your ad, and the words you use to attract traffic. This article is going to focus on how to increase the amount of commission you make with each sale by carefully selecting your words.

Google AdWords and Yahoo Marketing Solutions allow you to display your ad to the right people at the right time. For example, if someone is looking for DVDs and your ad appears when they are looking (because the keywords they used in their search triggered your ad), you’ve got an interested prospect.

The benefit of search marketing is that you can target a specific pool of fish that is hungry for your bait. But you have to be careful. You want to focus on the big spenders. You need to be specific in your ad so that you only attract the right kind of people. There’s no sense in saying that you offer FREE DVDs if you don’t. Don’t claim to offer 90% savings when the majority of your product shows only a 30% discount. People will land wherever you send them and very quickly decide they’ve been tricked. Why pay for clicks on your ad that won’t convert into commissions?

Assuming that you have an ad that is converting into sales (and commissions), the words you use in your ad can mean the difference between a small commission and a big commission. And since you’re paying for the traffic, anyways, shouldn’t you just target the big commission?

Here’s something I’ve recently learned. I’m currently promoting a large retail store with a strong brick-and-mortar presence and brand. They offer free shipping on orders around $50 and they also offer same day shipping for around $10.00 per order.

I have two ads. One ad basically says among other things, “Buy $50 and get FREE shipping.” The other ad says, “Get Same Day Shipping $10.00 / Order” Both ads run on the same keywords in the same campaign. Both ads cost the same amount of money (i.e. the same cost per click). Both ads convert into sales. But when I look at how much people are spending (and the amount of commission I make), the people who clicked on the first ad always spend over $50 to get the free shipping, but the people who click on the second ad don’t necessarily.

Think about it. A 5% commission on a $50 order is $2.50, but that same 5% commission on a $10 order is a measly 50 cents. Since I have to pay the same amount of money when the visitor clicks on the ad, I might as well use the first ad so that my return per click is greater. Sure, fewer people might click on your ad, but the ones that do already have a minimum amount to spend in their minds… which leads to greater commissions.