Most companies using paid search advertising (also known as pay-per-click or PPC) rely on generic product descriptions that they can “set and forget.” If that includes you, consider testing new ads with deadlines or seasonal themes that add more urgency. These might include:
• Limited time discounts on particular items
• Free shipping until a specified date with larger orders
• Seasonal themes, such as Mother’s Day
Paid search programs make it easy to test one headline and description against another, so be sure to compare results to your control ad. You may find that a specific deadline on an attractive offer may bump up your paid search results nicely.
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