Tip #8: Sell the Click…Carefully and Creatively

Google policy strictly forbids you from writing out, “Click on the links below”. They
do that to protect the advertisers, and to keep things fair for each advertiser.
However, if you can “suggest” that your visitors click on the links (without actually
saying it in print), your CTR will be greatly increased.
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Many people have tried many methods of doing just this thing. Some have tried
using arrows and other graphics that point to their ads, in the hopes of pulling
visitors in, but, be warned, Google seriously frowns upon this type of behavior.
What they don't mind, however, is if an image appears next to your ad block, and
if that image just so happens to catch the eye, well…
More subtle, but still highly effective, is to have an unrelated image sitting next to
your ads. For example, if your page is about a particular magazine, you may
want to include a photo of the editor of that magazine next to the ads. The photo
of this editor will naturally draw the eye toward it. At the same time, Google would
not mind this photo being there because it directly relates to the content of the
ad.
Another way to “sell” the ad is to place the article below the ads and below the
fold so that the visitor does not see immediately see it. Now this is highly
aggressive and may cause trouble for you with Google, so use at your own
discretion.
If you want to be less aggressive, make sure you include plenty of resources in
the article below the ads. Keep in mind what we discussed earlier that the more
content and links the lower your CTR will be. In this case, it is very good advice
to test, test, test.
The last tip for this section is so simple and easy to use it is nearly insane. When
you write your paragraph or two of content, make sure you end the last sentence
of the last paragraph with an ellipse.
Like this …
Generally speaking, when people begin reading something they want to finish it.
By leaving them hanging with the ellipse, you are inviting them to click on the link
to read the rest of the content. It makes it appear as if the article continues on
one of the pages being linked to, and many times they will click on the link just to
get to the rest of the content.