A well thought out performance advertising campaign, such as a PPC or Pay-per-Click ad, is a very powerful and cost-efficient way of getting your message out. However, many novice publishers or advertisers really don’t get it. They thought that all there is to performance-based ads are just persuasive texts. Sure, you need to be very persuasive, but if you don’t follow the next set of tips, you’re doomed to get mediocre results.
I got the following time and money saving tips while listening to a podcast from CopyBlogger.com where Brian Clark discussed the four elements of a good headline, and these elements are the four “U’s”, namely Useful, Urgent, Unique and Ultra-Specific.
Because performance advertising campaigns are usually 20 words short, these four U’s can certainly apply to them. They can actually be applied to everything, but in our discussion’s case, let’s see how these can save advertisers time and money.
Useful
Keep in mind that what’s useful to one set of visitors, say truckers, may not be useful to others, say Teachers. Your ads have got to be theme-bound. Narrow your ads to your target audience to make if very useful. So if you are selling shoes, your ad must talk to people who are interested in buying shoes.
Urgent
Your advertising messages must also be time-bound. Does your target audience need your product, brand or service “now”? Is your product available on a limited time offer? Or does your marketing message let your target audience feel that you need them to respond right this instant? If your marketing message isn’t urgent enough, you could let your target audience off the hook, and you may need to create another marketing message to follow up on them. Until then, they might either have forgotten your message or have completely been turned away.
Unique
Is your ad unique so that you are the only one who can make the firm promise of providing convenience, relief or solution to your target audience’s problems? Does your performance advertising campaign make people feel that you are the only one who can provide the solution “now” and no one else can?
Ultra-specific
Marketing messages must be very specific about the hows and wheres. Instead of saying “Profit hugely from this method in one month”, say “Make $2,000 in one month with this method”.
Remember that as with everything else, time is money. You can either rely on the expertise of a good performance advertising network or do stuff on your own, but without these elements, you could be wasting valuable time and substantial amounts of money trying to beat around the bush.
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