Developing Ad Copy That Works - aspe-roi.comAd Delivery •Ad Rotation –Optimize for clicks...
Transcript of Developing Ad Copy That Works - aspe-roi.comAd Delivery •Ad Rotation –Optimize for clicks...
Developing Ad Copy That
Works
Introduction
• Inbound Marketing Manager at Cisco
• Previously in the agency world
• Writer for Search Engine Land,
SEMRush and ASPE-ROI
• Speaker at SES, Internet Summit,
ClickZLive, SMX, Hero Summit and
DMFB
Does It Feel Sometimes You
Can’t?
Writing Ad Copy Can Be Overwhelming
Takeaways From This Session
• How to write more effective
ad copy
• Optimizing your ad copy
• Best practices for testing ad
copy
• What’s New?
What’s In A PPC Ad?
• Headline that catches the eye
• Strong call to action
• Credibility and relevance
• Incorporation of extensions
Equate to: Higher CTR, more
conversions, better quality scores
AdWords Format Guidelines
• Headline – 25 characters
• Description Lines – 35 characters
• Display URL – 25 characters
• Destination URL
• Must be the same URL as the
display
Bing Format Guidelines
AdWords Ad Text Guidelines
• Ensure ads are clean and concise
• Use proper grammar, punctuation and spelling
• Do not repeat words
• Do not include unproven claims
• Accurately describe your product or service
• Do not use excessive capitalization
• Capitalize proper nouns
• Limit usage of exclamation points
The 4 B’s
Be Aware Of Your Audience
• Engage the correct audience
• What keeps them up at night?
• Provide a solution to their pain points
Be Different
• What makes your business different? • Free shipping
• Fast shipping
• Price matching
• Save 15-25%
• Hottest costumes
• Over 20,000 costumes
• Great prices
Be Direct
• Strong Call To Action • Create sense of urgency
• Purchase Now, Call Today
• Create compelling offer • Give something away
• Free gift with purchase
• Free shipping orders over $20
• Get inside the consumer’s head
Be Legitimate
• Establish your credibility
• Create a sense of trust
• Awards
• Certifications/ratings
• Reviews
• Search followers
Get Inspired!
Pay Attention To Commercials
• Can be a great way to see how
advertisers are messaging their
products
• Advertisers are getting more creative to
get your attention
• Get new phrases and tag line items • www.ispot.tv – browse TV commercials
• www.creativeblog.com – top TV commercials
•
Check Out Advertising Sites
• Can provide interesting insights on the
latest ads and creative
• Get updates on the latest advertising
news
• See some of their showcased work
What’s Up With The Competition?
• Never hurts to see what your
competitors are doing
• Can give you ideas on how they are
selling their products
• Products such as Spyfu can provide this
Read – Really?
• Magazines are a good way to get ideas
for tag lines and messaging
Optimizing Ad Copy
• Include keywords/phrases in title and
description lines whenever possible
• Consistent capitalization
• Use keywords in vanity URL’s
• Avoid abbreviations
• Strong call to action
• Punctuation for each description line
Don’t Forget Extensions
• Site Links
• Call outs
• Location extensions
• App extensions
• Review extensions
• Call extensions
• Automated extensions
• Google Plus
Callouts – A New Way To Expand
• Billboard
• Additional line of ad text
• Promote special offers
• Compliments site links
Extended Site Links
• Use primarily with brand ads
• Provide more detail about your link
• Emphasize brand keywords
• Additional page “real estate”
Site Links
• Additional links for your ad
• Gives your ad more relevance
• Increases depth and breadth
Ad Delivery
• Ad Rotation – Optimize for clicks – Optimize for conversions
• Conversion tracking
– Rotate evenly (90 days) the optimize
– Rotate indefinitely • Show lower performing ads
evenly with higher performing ads
• Ad Delivery Methods
– Standard • Distributes your budget
throughout the day
– Accelerated
• Can lose traffic later in the day if budget is depleted
Testing Ad Copy
• Develop Strategy – Know the purpose – what is the goal? – Determine starting point – Review metrics
• Low clicks • Low CTR
– Determine lowest performing ad group • Look at ads to pause that are not performing • Create new ads to replace paused ones
– Create plan – Launch/review
• Create filters to monitor ad performance • Have weekly checkpoints
Be Methodical When Testing
• Test only one thing at a time – New headline, description line, call to action – Won’t know what actually worked/didn’t work – Document results
• Track successes and failures – Don’t go back and repeat something that wasn’t
successful – It it’s not working – pause it!
• Don’t stop testing
What’s The Latest – Ad Formats
• Ad Customizers
– Power user tool
– Ideal for customers with thousands of products, services or promotions
– Extra Space Storage = Keyword Insertion
– Can insert any type of text
What’s The Latest - Mobile
• Mobile Only Campaigns • Create compelling offers for mobile
• Incorporates “call” button
• Prominent phone number in ad
What’s The Latest - Mobile
• Update on Mobile Ads • Mobile ads to be truncating the second
description line of ad copy
• Ad extensions may now show on second
line
• Consider moving call to action to first
description line
• Use ad extensions
What’s The Latest - Mobile
• Next Generation Display Ads • Mobile Light Box Engagement Ads
Dynamically resizes to fit
Any ad size
What’s The Latest - Mobile
• Next Generation Display Ads • Anchor ad format - ads stay in place at the bottom of
the screen even when a person scrolls down the page
Thank You!