vibgyor79 - 6:51 pm on Jan 11, 2003 (gmt 0)

What do people click on?

People click on any ad/listing that -

1) Has a "good" call-to-action.
2) Has the word "FREE" inserted into the ad/listing
3) Is "different" from the rest of the listings (probably applicable only to PPC advertising)

Let me try to explain Point Number 3. When you search for a keyword like "web hosting" in PPCSEs, what do you generally see?

Ad Number 1 - Cheap webhosting. 150 MB. $3 per month only.
Ad Number 2 - Linux Host. 200 MB. $9 per month only.
Ad Number 3 - Free support. 100 MB. $4 per month.
.
.
and so on..

Most of the time, none of the ads actually STAND out. None of the ads have an unique ad copy. In such cases, you will probably notice "almost equal" CTR across the listings.

If you want to be noticed, if you want surfers to click on your ad/listing overlooking the others, you gotta be different.