I’ve been working with a client on his website/optimization for a while now, and he recently asked me about why his PPC campaigns aren’t as effective as he’d like. The short of it is he wasn’t getting the clicks he wanted because his advertisements didn’t stand out in any way.

The first thing you need to do with PPC bidding is manage your expectations. The fact of the matter is that most people skip over the top advertisements, and those who do click on them need a reason to stay on your website. If you don’t give them a reason to stay then it’s just wasted money for you.

In order to get as many people to click on your ad as possible what you need to do is stand out from the others. For example, say you are selling furniture. Other ads will look something like “xyz furniture store. Find great furniture at even better prices!” Pretty standard advertisement, not eye catching in the least. However, if you see an ad along the lines of “Your furniture is ugly. Ours is not. Upgrade your furniture today” it will be more likely to catch your eye because it’s something you wouldn’t expect to see.

Having a higher click through rate (CTR) will lower your average costs, and will also help keep your advertisement showing up. Google always favors ads with higher CTRs because it makes everyone more money. So make sure you stand out. It is the best way to have your PPC pay off.