• PPC Hero, Wednesday, November 11, 2009 3:21 PM

Rather than focus on "why someone should click on your ad," perhaps it's time to focus on why they might not. Start by determining how your product or service solves a problem, and what the words in your ad convey to alleviate consumer concerns.

Although marketers can't always determine the biggest concerns consumers have related to a specific need, Joe suggests split testing PPC ad copy to determine what works. Although the strategy might take you through the backdoor of the marketing plan, if you can determine why someone wouldn't click on the ad, you can, figuratively speaking, deter them from walking out even before they arrive.

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