There are also many ways to bore your visitors with your ads. Let me tell you a secret, bored visitors won't click your ad. If there are 4 ads on a page and three have exciting offers and exciting words and even a call to action, but you don't have any of those, guess who gets the click? Which ads CTR goes up, and which goes down?
Obviously the benefits to writing engaging ads are not just so you can have an increased CTR, but that is a major benefit. As we've been saying, AdWords (and probably the other PPC engines soon) calculate ad position and price based on your max bid, but also on your CTR. AdWords knows that an engaging ad will have a higher CTR, and the highest CTR is obviously what people were looking for.
When writing your ad, think about this, would you click it? Does your ad politely call out to you asking for attention? Or does your ad slap you in the face demanding attention?
If your ad stands out from the crowd, great! If your ad blends in, your boring your potential customers, and bored customers find somewhere that doesn't bore them to buy their products. Why do you think Best Buy has every imaginable item on display in their stores? Excitment makes people spend money, and isn't that what you want?
When creating a new ad, I like to write 5 different variations. Then I ask my wife (ask someone without much PPC experience, just an average internet user) which ad they would be most likely to click.
Once they tell you, eliminate that ad and ask them again. With their top two choices, ask them why they chose those ads. If they both had similarities, exploit that by writing 3 more ads with those qualities. Ask that person again. Try to get to the bottom of why an average person would click you ad, then write 5 great ads and start a campaign.
After a couple days you should have enough data to figure out which ad is performing best, and why!
Find the best, use the best, and write the best ads and you'll always be at the top of the search engines!
