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AD WRITING & TESTING Benefits & Best Practices
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Page 1: Ad writing&testing

AD WRITING & TESTINGBenefits & Best Practices

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OVERVIEW

• Benefits• Formatting & Platform Differences• Best Practices - Checklist• Strategy• Pot Holes• Testing & Scheduling

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BENEFITS

• Better ads mean:

Improved CTR Increased Quality Score Lower average CPCs Increased ROI

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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

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BEST PRACTICES

• Write a catchy, billboard-like headline

• Include your keyword in the ad (title, preferably)

• Include one or more benefits

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BEST PRACTICES

• Strong call-to-action

• Include one or more benefits

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BEST PRACTICES

• Create an appropriate display URL

• Use all of your character space

• Test your ads!

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STRATEGY

• Review all ads for Best Practices & change to fit

• Consider customer’s emotions & concerns

• Duplicate high CTR elements

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STRATEGY

• Dive in to poor performers

• Check out the competition!

• Switch up ad copy to match promotions

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STRATEGY (X2)

• Incorporate qualifiers to weed out bounce clicks

• Dynamic Keyword Insertion

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POT HOLES

• No call-to-action or benefit call out

• Not differentiating yourself from competition

• Not using DKI

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POT HOLES

• Not incorporating highest performing keywords per ad group in to ad text

• Not testing/short-testing

• Not using qualifiers

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TESTING

• Most important aspect of ad writing!

• What elements can you test with?

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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

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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

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EXAMPLE

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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/

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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.

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HERO CONF 2012

April 16-17 Indianapolis, IN Early Bird Deadline- March 9

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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!