Transcript
AD WRITING & TESTINGBenefits & Best Practices
OVERVIEW
• Benefits• Formatting & Platform Differences• Best Practices - Checklist• Strategy• Pot Holes• Testing & Scheduling
BENEFITS
• Better ads mean:
Improved CTR Increased Quality Score Lower average CPCs Increased ROI
FORMATTING BY PLATFORM
Character Counts: Headline: 25 Desc. Lines: 35/each Display URL: 35
Editorial Offers/Prices in ads must be
represented in 1-2 clicks from landing pages
One ! Maximum Content
Must meet all eligibility requirements (no sex, drugs, etc.)
Links All URLs must be valid,
working, and users must be able to click out/away easily
Character Counts: Headline: 25 Desc. Lines: 70 total Display URL: 35
Editorial Offers/Prices in ads must be
represented directly on the landing page
One ! Maximum Content
Must meet all eligibility requirements (no sex, drugs, etc.)
Links All URLs must be valid,
working, and users must be able to click out/away easily
BEST PRACTICES
• Write a catchy, billboard-like headline
• Include your keyword in the ad (title, preferably)
• Include one or more benefits
BEST PRACTICES
• Strong call-to-action
• Include one or more benefits
BEST PRACTICES
• Create an appropriate display URL
• Use all of your character space
• Test your ads!
STRATEGY
• Review all ads for Best Practices & change to fit
• Consider customer’s emotions & concerns
• Duplicate high CTR elements
STRATEGY
• Dive in to poor performers
• Check out the competition!
• Switch up ad copy to match promotions
STRATEGY (X2)
• Incorporate qualifiers to weed out bounce clicks
• Dynamic Keyword Insertion
POT HOLES
• No call-to-action or benefit call out
• Not differentiating yourself from competition
• Not using DKI
POT HOLES
• Not incorporating highest performing keywords per ad group in to ad text
• Not testing/short-testing
• Not using qualifiers
TESTING
• Most important aspect of ad writing!
• What elements can you test with?
TESTING
• Same headline, different body copy• Vice versa• Display URL switch• Benefit at the front vs. the back• No benefit at all• Cost break vs. customer service call outs• Customer Reviews
HOW TO SCHEDULE AD TESTING
• Routine is the hardest part!
• Set up a monthly action plan to include:o Campaign/Ad group to testo Element to be testedo Check-in tasks
• Use your action plan to take notes on future tests/outcomes
EXAMPLE
RESOURCES•Formatting
oBing: http://advertising.microsoft.com/small-business/search-advertising/ad-content-guidelines#AC10oGoogle: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=151941
•Dynamic Keyword Insertionohttp://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
•General Ad Text Tipsohttp://www.ppchero.com/category/ad-texts/
•Ad Testingohttp://www.ppchero.com/whaddyaknow-wednesdays-testing-ad-copy-for-ppc-success/
Q&A
Submit your questions to the Organizer via chat. We will respond to as many questions as time allows and follow up via email if necessary.
HERO CONF 2012
April 16-17 Indianapolis, IN Early Bird Deadline- March 9
MARCH WEBINAR!
Why and How to Outsource Paid Search Tuesday, March 20, 5-6pm EST Presented by: Tom Hootman Be sure to check the blog for registration
info!
THANK YOU!
Direct any questions to:
kayla.kurtz@hanapinmarketing.com
Or
bethany.harvey@hanapinmarketing.com
top related