You have no doubt noticed the abundance of PPC ads when you’re online. And when you perform a search on most search engines, there are tons of links at the top or side of the results list that are different from the rest. What differentiates these ads from each other? What costs more? What offers the best results? The answers my friend are in the testing of your particular ad. Nothing more, nothing less. Don’t let anyone else fool you. You bid to have your site link displayed on the results page for that particular keyword search. Depending on the search engine you use, either the highest bid or the best performing link will be displayed first on the page. You pay the amount of your bid every time someone is directed to your website by clicking on the advertised link. It doesn’t get any more straightforward than that.
While the description text you use for general SEO is designed to get as much traffic to your site as possible, your description text for PPC advertising has a different purpose. Because you are paying for each visitor, you want to make sure that only people who are likely to join your membership site actually click on the link. Your description will make it very clear what your site is about to attract the visitors that are most likely to generate revenue for you. Test, track, and reevaluate. One campaign may not generate the results that you like, but another may. Keep track of not only the clicks that you receive but the actual purchases from those clicks, that is where the real power is.