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Writing ads for the Web: learn Pay Per Click

January 21st, 2008    Subscribe To Our Feed

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Writing Pay Per Click (PPC) advertising is a fundamental Web writing skill. However, your PPC ads don’t stand alone: they lead clickers to landing pages, which need to answer the clickers’ questions immediately.

“How to Write Ad Texts that Promise and Landing Pages that Deliver” asks:

In 70 characters or less, how can you answer their [the searchers’] question? The truth is, it may not be possible to fully answer their question and respond to the searcher’s needs.

You can’t answer their questions in 70 characters; that’s the job of your landing pages.

I write landing pages first, and then write the PPC ads which are to be used only with that particular page.

The pairing of landing page + specific PPC ads is vital, otherwise the advertiser is wasting money, getting too many clicks of unqualified prospects.

To learn the fundamentals of PPC, there’s no better way than the hands-on method - using your own money. Develop your own PPC landing page and ads to sell something (even if it’s only an affiliate product), and experiment. With PPC, nothing beats your own hands-on experience.

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Copywriting is commercial writing

December 18th, 2007    Subscribe To Our Feed

Many writers are confused about copywriting versus straight Web writing.

Chris Knight says it’s salesmanship, in his article “What Is Copywriting?”:

A common path for most article writers (those who write articles for a living) is to progress from “article writer” to “copywriter” because good copywriters are very well paid — and rightfully so. Even if your article writing path is not destined to be a full time copywriter, everyone who writes articles could benefit from learning basic copywriting skills.

To me, copywriting commercial writing - marketing writing. However, it can also mean writing for the Web, when you write a five page or 100 page Web site for a company, which includes sales pages, product pages, and informational pages.

So “copywriting” is difficult to define.

Essentially I define copywriting as commercial writing that’s written to GET A RESPONSE.

If you’re interested in copywriting, check out my “Seven Days To Easy Money: Copywriting Success, new 2007 edition”; it’s a great investment for your writing career.

Writing landing pages - a must-have skill for Web writers

November 2nd, 2007    Subscribe To Our Feed

The ability to write landing pages which convert site visitors into buyers is a must-have skill for Web writers.

Essentially, you’re combining Web writing with copywriting, so that people who click on an ad in a Pay Per Click campaign visit the site, and buy.

The keyword for landing pages is relevancy, and this point’s emphasized in “Whiteboard Friday - “Happy Landing Page-oween”. Relevancy is vital: your clients will appreciate the fact that with relevant pages, their ad spend is lower, and they make sales.

If you’re not up to speed on Web writing, here’s how writing for the Web is different from writing for print.

Subscribe to New Copywriter Tips to learn more about copywriting.

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Credits: Angela Booth's Web writing manual, "Writing For The Web" | Fab Digital Photography Blog - Digital Photography Tips And Inspiration - If you write for the Web, you need to take photos for the Web too.