Recall the difference between PPC Search Marketing ads and traditional media ads. With traditional media ads, you have a set cost, regardless of the number of responses. In the traditional media , you want to design your ads to get as many responses as possible. The same is true of free advertising on the Internet. It is different, however, with PPC Search Marketing ads. With Search Marketing ads, you are paying for each click to your landing page. The more clicks you get, the more you pay. Thus, while you want a large number of clicks, you want them to be "qualified" clicks. That is, you want clicks from people who are likely to buy your product or service or join your program. You do not want clicks from people who are just tirekickers and unlikely to buy your product or service or join your program.
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Stated another way, you want your Search Marketing ads to be selective in the responses they generate. You want your ads to "select" the people who are most likely to "convert" (buy your product or service or join your program) when they get to your landing page.
To accomplish this, you want to design your ads to be attractive to those persons likely to convert but less attractive to the tirekickers. This requires a bit of a balancing act.
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