Today’s column will give you two tips for the price of one. But first, check out the contest that demonstrates both tips:

OK, first tip: beware of the emotional association of your words. Yes, cheap does mean “inexpensive.” But it also means “of poor quality, inferior” and “worthy of no respect” and “vulgar.” NOT the kinds of qualities that a bride would look for in a wedding dress, even if she would like to get her dress at a discount.

So you can see why headlining your ad with “Cheap Wedding Dresses” would be problematic, whereas 70% Off Wedding Dresses” would be quite attractive in comparison.

The other tip? When advertising discounts, it helps to reassure the buyer of quality. Even when you don’t describe the products as “cheap,” anytime you advertise a discounted price, concerns about quality inevitably arise in the mind of the prospect. So a phrase like “You Will Look Beautiful” really helps.

“See our dresses” now also helps because it offers the searcher the chance to judge the dresses with her own eyes. If it was me, I might even ditch the “& Save Money Too!” to include the “30-day Returns” or some such to further alleviate quality concerns.

And that’s it — 2 Tips From the Boosters to help your PPC ad copy effectiveness.