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

(Continued)

According to Google and Overture, ad listings can see their click-through rates increase by up to 50% if the keyword is included in the title and description of the ad listing. It certainly makes sense when you think of it.

Step Seven: A strong call to action
This step is one of the most important, and yet one of the most misunderstood in SEM. If you correctly followed each of the first six steps preceding this one, you are ready to implement a strong call to action. As a rule, indicating “click here” isn’t usually sufficient to get them to click on your ad. By contrast, a button or link that says “buy now” could be viewed as an invitation to buy, but on its own may not provide sufficient weight for them to act upon it.

A strong call to action is defined as a feature or benefit that your visitors will get only after they have clicked on your ad listing. You should test various calls to action to determine which are the most prevalent for your paid listings and various online marketing campaigns. Examples of a good call to action could be:

     1. Request for more information
     2. Buy a product or service
     3. Download a specific document
     4. Request an appointment
     5. Refer the site to a friend
     6. Complete an online survey
     7. Register a product warranty

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

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