There are many factors that contribute to making pay per click marketing a successful process. One of those factors is the quality of an online advertisement. Not surprisingly, if an ad is well-written, more people are going to click on it and increase the sales of an online business. Take a look at some of the elements that make an ad enticing to an online shopper.

1. Clarity

An ad must be clear regarding its purpose. Who is the ad directed toward? What is the product or service for sale? Any online shopper should be able to scan an ad and know what is being sold in a matter of seconds. An ad must be clear so online business owners can attract as many people as possible to visit their website. Human attention span (the amount of concentrated time one can spend on a task without becoming distracted.) has significantly reduced.

According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. If your marketing message is not clear enough, you will be ignored.

2. A Succinct statement.

An online ad must use very few words to convey information about the product or service offered by an Internet business. A succinct ad keeps the attention of an online shopper because it states all of the important points about a business in just a few words. An ad that is succinct gives shoppers all the information they need before visiting a particular online business.

3. Grabs a shopper’s attention.

One of the most important elements of an online ad is its ability to capture a shopper’s attention. Perhaps the ad piques the curiosity of shoppers by giving some examples of the interesting products sold by the online business. Or, maybe an ad is worded in a way that encourages online shoppers to learn more about the business and its purpose. An ad that grabs the attention of online shoppers will be effective in getting lots of clicks each day.

4. Appealing to the general public

Some of the most effective online ads appeal to all sectors of the public. In short, a successful ad doesn’t narrow its appeal to just one demographic such as seniors or teenagers. An ad should include elements that appeal to most people who shop at online businesses. This way, an ad will receive more clicks because it appeals to most of the people who see it. The right wording in an ad can encourage the majority of people to take a closer look at what the business has to offer.

5. The right words!

Finally, spending time and effort putting the right keywords into an online ad and making it as professional as possible can prove to be very beneficial to an online business owner. The more clicks an ad gets, the more chances a business owner has to sell his or her products. A good ad represents all that a business has to offer its customers.