By M. Christian

YNOT EUROPE – The cliché is true: Time is money. Perhaps nothing illustrates the concept better than the amount of time adult webmasters must invest in their businesses these days just to stand out from the crowd.

Fortunately, David Jaeger of Search Engine Watch is around to lend a helping hand. Jaeger has put together a brief, easy-to-follow guide to making pay-per-click advertising campaigns pay off without getting lost in the minutiae of figuring it everything out for yourself. According to Jaeger, “audience targeting” and all the other buzzwords of the moment are perfectly charming…in theory. But when it comes to planning ad campaigns that work, keeping your eye on the big picture and maintaining a spirit of creativity will take you farther than all the comparative market analysis you’ve ever considered doing.

Ideally, Jaeger notes in a column called “Anatomy of a Successful PPC Ad,” good ads will boost profitability and market share while decreasing costs and making money.

First, he advises, realize effective ads don’t overtly sell anything. Instead, effective ads reach out to a specific market segment, promising a solution for issues or a fulfillment of desires.

That said, the first step in designing a successful campaign is to recognize what your target audience wants and needs. Next, determine how what you provide fulfills those wants and needs. If what you have isn’t addressing a hole in the market, maybe you need to build a different product.

Forget how proud you are of the product you currently offer and view it through a consumer’s eyes. Would you buy your product from you? If so, why? If not, why not? Try to be honest in your evaluation, and then use the positives as the basis for your advertising message.

Moving along, the next step is to reassure potential customers that you can and will meet their needs. Earn their trust. What about your company and your product will make consumers trust you instead of someone else selling something similar? Freebies? Reduced prices? A guarantee? Has your product won awards? Can you offer legitimate, reliable testimonials? If you can remove consumer doubts about your product and your company, you’ll have won a huge chunk of the battle for consumers’ money.

Of course, once you’ve actually convinced a customer to give your product a try, it must live up to your promises. Don’t be tempted to over-sell the merchandise. Misleading buyers may get one or two in the door, but the moment they realize they’ve been duped, you’ve lost them forever — along with anyone else within reach of their word of mouth. It’s much easier to build a solid reputation from the start than to repair even small holes caused by dishonesty.

Creative copywriting is the key to many of the preceding points, but remember: Don’t overdo the creativity. Don’t waste a potential customer’s time, don’t yell when a whisper will do, and don’t be so clever that no one understands what you’re trying to say.

Similarly, avoid flash and dazzle — not only in your ads, but also on landing pages to which the ads link. The first things consumers look for in landing pages is evidence they’re in the right place and they haven’t been tricked into expecting a silk purse, only to find a sow’s ear. The next thing they look for is a clear path to their objective — which, at this point, should be the same as yours: “How do I obtain the goods?” Resist the urge to offer too many options on landing pages, and save up-sells for a last-ditch appeal.

As far as keywords go, the best tactic is to focus as narrowly as possible on specific targets. You can’t please — or reach — everyone, and trying will only end in frustration for both you and potential customers. Each ad, whether graphic or text-based, should incorporate only one sales pitch. Create multiple ads targeting different market segments or products, but keep each ad tightly focused.

In a nutshell, ads should be creative, but not dizzying. Advertisers need to present themselves as trustworthy and honest while keeping their messages simple and direct. Above all, deliver what you say you’ll deliver — resist the urge to incorporate even the slightest exaggeration or deception. Last but not least: Don’t be afraid to pinpoint your target. The more an ad speaks to specific wants and needs in the market, the more likely it will reach the consumers you really want to attract — the ones who honestly seek your product.