Paid Search:
Today’s Lesson is on Ad Copy
Who am I?
• Ryan Nadeau• 12+ Search Marketing Pro– Managed PPC for Expedia/Hotels.com & General
Motors (Chevrolet)• Co-Founder & VP of SLC|SEM• @Dealership
The Main Objectives of Ad Copy
• Filter out unqualified/inefficient traffic• Manage the expectations of users• Begin the Conversion/Sales Cycle
A. I. D. A.
• Attention• Interest• Desire• Action
STOP BORING EVERYONE!!!
Different is Good
What is “Great” Ad Copy?
• Quality/Great Ad Copy Transcends Ad Position– Try testing new ad copy at lower positions to see
how it performs and let it “earn” it’s way higher.• This will save you money
• The definition of great ad copy is simple:– It’s the one that generates results– Forget having “pride of authorship” and test
everything!
Which Video Would You Click First?
• “Ray Allen’s 3-Pointer Forces OT”
• “Heat Fans Denied Re-Entry”
• “Rugby Player with Massive Hit on Opponent”
– Source: ESPN.com
TEST/QUESTION EVERYTHING
• Pro Tip: Create Ads where the Headlines and Description Lines are Interchangeable– This Allows for Taguchi-Style Testing Methods
• Unique Testing Resources:– Experiments: Planning, Analysis & Parameter
Design Optimization– Design and Analysis of Experiments
Check this out…
Pro Tip: Create New Ads that are Geo-Sensitive
Cheers!
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