Optimizing PPC Ads: How to leverage the full potential of 130 characters by clarifying the value proposition

Competition for a customer’s attention has been a roaming battle throughout the years. Newspapers. Radio. TV. But today, the front lines are in online search. As reported by our sister company MarketingSherpa, forecasts on the spending for search advertisement alone will break the $25 billion mark for the first time in 2011. But spending lots of money is never enough when it comes to gaining your customer’s attention. For as bad as an economy may be, you will never be the only one spending money to speak to your customers -- especially in the case of PPC. Addressing this current marketing challenge, Dr. Flint McGlaughlin covered the number one contributing factor to the success (or failure) of any PPC campaign. Often, many marketing departments can get swept up in the rigmarole of trying to stay current with all the new technological "bells and whistles" associated with search optimization, when only one thing really matters. Our research suggests that ensuring a PPC ad clearly communicates a value proposition is the single-most effective way to drive more qualified clicks.