After setting up your ad groups you will be given the option to advertise on the content network (which will be automatically checked) or just on Google.com or the search engine that you are advertising on.

Search engine only pros

• Higher quality traffic
• Higher conversion rate

Content network pros

• More traffic
• Lower CPC (cost per click)

In short if your profit margins are big you will want to advertise on both however if you have small profit margins stick to google.com only.

Writing an effective keyword ad is extremely important to succeed with PPC advertising and there are several different strategies that need to be taken into account when creating your ads.  We will start at the top and go down the list of the different components to each part of writing a PPC ad.

First is the Title tag, the title tag is extremely important and a large part of the success that you receive will depend on your title tag.  Each keyword found in the title tag will be bolded, it is also important to draw attention to your ad and separate it from the competition.  You will notice that the majority of ads are the same (having the exact keyword listed as the title) you do not want to create an ad that is the same as everyone else you want an appealing ad that separates your ad from the competition

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Title tag basics

• Capitalize the first letter of each word example: Cheap Tennis Shoes (not cheap tennis shoes)
• Use keywords that you are bidding for
• Keep it interesting

The description is also extremely important; all keywords searched for that are found in your description will also be bolded.  The description tag should say exactly what your website is in just a few short words.  Make sure you keep it interesting so the user wants to click on the ad and go to your site

Description basics

• Don’t capitalize the first letter of each word
• Use keywords
• Should describe your entire business
• Drives the searcher to click on your ad

That is the basics to creating an ad in our next series we will go over having a good landing page and how to dramatically increase your conversion rate.  We will also talk about how to write online advertisements to increase clicks or to increase conversions.

Related Articles:

• 75% of PPC Advertisers Don’t Make Money – WHY?
• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)