You've done your homework.  You've selected a handful of keywords that consistently result in a decent amount of click-through.  You’re bidding high and all but own those keywords.  All in all, it’s a good investment:  your CPC isn’t too bad and profits have reflected your spending for online advertising.  But it could be better.

Kevin Lee, a ClickZ Expert, has some good advice for online marketers trying to increase the amount of click-through on their high-volume search keywords.  In “Boost Volume and Lower SEM Costs”, Lee talks about ways to get those keywords working even harder for your company just by using a little creativity.

Lee goes into some detail about exactly how Google and Overture search-based advertising works.But the gist of the article is simple:  make those ads more creative and people will click on them more often.  I think creative advertising is a terrific, if not often overlooked, way to increase your PPC traffic and, when done correctly, lower your CPC.

Which sounds more appealing to you:  “Buy a home.  Financing & contract assistance.” or “Found your dream home?  We’ll get you moved in”.  Pretty simple conversion, right?  And language isn’t the only thing you can manipulate to get the creative juices flowing.  Mention prices, promotions, or even what someone else has said about your site or product. 

And as Lee points out:  more clicks mean higher budget.  But more clicks also means higher profit.  You can’t lose!