Being a writer, I know there are many different techniques for specific facets of writing—something many people who aren’t writers are unaware of, which makes total sense.

Quick PPC ad writing tips.

When writing for PPC (pay-per click) ads there is a certain technique and somewhat formula to it.

Firstly, it’s important to do your keyword research before you start writing a PPC ad. Much like for SEO, you must use relevant keywords in your ads.

Here are some techniques (or things) to keep in mind when writing PPC ads:

• Think conversions. But be wary of high click rates which can lead to low conversions.

• Organize keywords appropriately. Make them relevant to your destination page’s goals. You wouldn’t send a cancer boutique ad selling chemotherapy wigs to your gift shop or to another, unrelated service line, or even your home page.

• Don’t promote value or exaggerate. For example don’t compose something like this: “the BEST value in town for cancer wigs.” Instead, use clear, concise language.

• PPC ads generally consist of four lines.

o Line 1: Keyword rich title

o Line 2: Benefit statement/question

o Line 3: Feature statement or call-to-action

o Line 4: URL

After you’ve written your ads, be sure to engage in A/B testing and monitor your ads’ metrics so you can adjust and/or polish accordingly.

Did you know that AVID Design offers PPC ad writing services for hospital and healthcare systems? Contact us to learn more.

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I have been working with AVID Design for a couple of months now, learning the art of social networking and effective Websites.

It’s been a really good experience for me, and I feel like I’ve learned a lot more practical talents that can be applied to both my professional and my personal life, so I thought I’d share some of the most important things that I’ve learned.

• Keywords are essential, and they need to be relevant because search engines like Google are getting smarter every day. Having a correct and contextually rich set of keywords helps you and your customer by making it easy for them to come to you for the information that they’re looking for.

• You have roughly a 15 second window to get a potential customer’s attention. If what they’re looking for isn’t immediately apparent, they will almost always go somewhere else. It’s important not to overwhelm your customer with a load of information to search through.

• There is such a thing as too much interaction. Don’t get me wrong, every page on your Website should have some call-to-action/conversion. But a Website with too many graphics, videos, buttons and information can become confusing and difficult to navigate.

• Make sure your information has value to the customer. Some Websites are guilty of producing a mountain of content to give the appearance having a wealth of information. Art in brevity is key to a successful Website, and concise content with legitimate information is much more valuable.

• Keywords are like cilantro. Use enough of it and your salsa is delicious. Too much makes it taste like soap, and no one likes that. Similarly the overuse of keywords on a Web page looks and reads unnaturally. When you write content, you should keep your language natural and put keywords in where they make sense instead of adding them everywhere they will technically fit.

We now live in a world that runs on the Web. There’s an insane number of Websites available for everything you can imagine, so if you want your Website to be successful, it’s time to learn to embrace it as your most vital marketing and sales tool.

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My boyfriend and I have both been looking at grad schools. I’m looking to get a Masters in English Lit, while he is going into Material Sciences with a focus on nanotechnology.

Long keyword phrases can play to your strengths.

What we’ve found with his degree is that a lot of people use the words “nanotechnology” and “nanomaterials” because the technology is new and attention-grabbing, so the use of these terms may or may not have any bearing on whether a school or business actually has anything to do with nanotechnology.

As such, we’ve started having to use longer keyword phrases when we do this research to find schools that focus specifically on the area that my boyfriend wants to study.

That being said, here are a few ideas about equipping your Web pages with long keyword phrases that are relevant to your organization.

• Using overly common keywords will not get you on page one of a Web search. The competition for most common keywords is already high, so a basic keyword like “cancer,” is going to produce tons of results from Yahoo answers to horoscopes, and your Website might not show up for pages. But “breast cancer minimally invasive services,” is likely to lead your sought-after demographic right to you.

• With any business, especially hospitals and medical facilities, including your location in your keyword bank will attract more of the people that you are looking for. When people are searching for a specific condition or service pertaining to that condition, they are more often than not looking for a facility in their area that provides that service they need.

• Using long keyword phrases allows you to showcase unique services and specializations. Use long keyword phrases as an opportunity to tell your potential clients about what makes your organization stand out. Whether it’s minimally invasive surgery, or a new treatment method, this is a good way to show people what makes you different.

• Search engine algorithms are improving all the time. When you start typing a keyword into a Google Search, it already begins to predict what you’re searching for. Having long keyword phrases available will get your customers more specific information and may encourage them to look up a keyword phrase that they would not have thought of themselves.

Using long keyword phrases will ultimately get better results by allowing customers to find their specific needs and allowing you to reach out to the demographic group that you are marketing toward.

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