November 9, 2007      (Updated from our May 28, 2004 article)

(Continued)

Step Two: Give them an incentive
It is a well-known fact that a price discount or an added value to any offering is a great way to bring in additional targeted traffic to a site. An important rule is the incentive should not outweigh the features and benefit stated in Step One. An incentive is meant for people to act right away as opposed to acting later. Also, a great incentive is to offer a free service if they buy right away.

Examples of this could be free delivery or a free subscription to your newsletter. If you do that, make sure the word ‘free’ is in your description of your ad, and not in the title. You want people to read your ad, and then visit your site.

Step Three: Appealing to a specific market
You should always target your audience in each of your ad listings. An example would be if you target workers in a manufacturing plant, your writing would be considerably different than if you target the president or CEO of that plant. Doing this will ensure you ad listing will bring in the right targeted audience on your site. I strongly suggest you write a different and separate ad listing for each keyword you want to use in your ad campaign.

However, if you have hundreds of products to sell, writing a separate ad listing for each keyword can be very time consuming. In such a case, I recommend you break up your ad listings into different groups. You might find that 10 or 15 ad listings could be appropriate to sell 100 products, if they are well divided into the right group that will specifically target your audience.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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