One of the great truths about online marketing in general is that personal is more effective. Internet citizens do their best to avoid advertising. The old interruption form of advertising is shunned like the plague. Therefore, online advertisers have learned to make their ads look more like entertainment and less like advertising. During the “entertainment” they try to make a personal appeal to the hot buttons of their audience.
What makes online advertising, including PPC, effective is that personal connection – the feeling that a specific ad was written just for me. When you can make that personal connection then you can say that your advertising is working.
But how do you do that with PPC?
There are a number of ways to achieve the personal connection you want through PPC advertising. Here are a few tips:
- Imagine that you are writing your ad for a specific person.
- Narrow your keyword targeting down to the smallest denominator.
- Remember that the purpose of your ad is to get the searcher to click on it and visit your landing page
- Use personal pronouns such as “you” and other words that make the searcher feel valued
Your PPC ad should have a personal effect to it. Make sure yours are not impersonal and detached.