Why Are PPC (Pay Per Click) Ads So Popular?
When we analyzed the traffic sources from one of our top clients, We were happy to see that the bounce rate was comparatively less for traffic driven by PPC than via organic/referal traffic. It also means that the retention rate of the PPC traffic is higher than that of traffic driven by other sources to the website. It shows that people are able to find out what they are looking for after clicking the ad from search engines. This is what PPC is all about. If the quality of the traffic is high, then the conversion of traffic to sales will also be on the higher side, thus the goal (Note: Goal may vary based on the requirement/purpose of advertising) of driving traffic to the website is achieved. This in-turn speaks more about the quality of the ads and the quality traffic driven by those ads. Lesser the bounce rate, more is the quality of the ad. A quality ad should represent the following factors:
- What services does the website offer.
- To whom this will be benefited for.
- What is the purpose of advertising.
If an ad is able to clearly represent the above mentioned information within the space of 95 (25 characters for Heading, 35 for Description 1 and 35 for Description 2) characeters, then there lies the secret of success of the adCopy. So try to write a quality adCopy that can drive quality traffic to the website.
