0
Ridiculously easy. Measurably better.
         Powered by people.
William Shakespeare’s Strategies for Writing PPC Ads




                                                     With Mike Ra...
William Shakespeare’s Strategies for Writing PPC Ads




   copyright © 2010 Trada, Inc. All materials are company confide...
William Shakespeare’s Strategies for Writing PPC Ads




A great PPC ad:

•  encourages a searcher to click

•  is relevan...
William Shakespeare’s Strategies for Writing PPC Ads




 Hast Thou Need for Scarves?
 You’ll be compared with summer days...
William Shakespeare’s Strategies for Writing PPC Ads




Christopher Marlowe
(not as famous)




           copyright © 20...
William Shakespeare’s Strategies for Writing PPC Ads



The four horsemen of PPC - how to make sure your keywords, ad
grou...
The Four Horsemen of PPC



Keywords


Ad groups


Landing pages


Ads




      copyright © 2010 Trada, Inc. All material...
The Four Horsemen of PPC



Keywords

Remember that the keyword is what triggers the ad.

In the interest of Quality Score...
The Four Horsemen of PPC



    Ad Groups

    Write your ads at the ad group level.

    Keep your ad groups small, so th...
The Four Horsemen of PPC



Ad Groups

Do: Bid on misspellings and competitor’s terms.

Do not: combine with dynamic keywo...
The Four Horsemen of PPC



Landing Pages

Remember that this is where the click will take your searcher. Utilize
‘deep-li...
The Four Horsemen of PPC



Ads

Is the keyword included in the text?

Are you driving to the right landing page?

Are you...
Google’s Limitations



Why does Google have such a strict format?

Google has built its empire on a positive user experie...
Google’s Limitations




copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed wi...
Google’s Limitations



This ad might look boring in comparison.

But it’s effective.



                           Organi...
Google’s Limitations



Why is it effective?

When all ads look the same, the user is drawn to the ad with the best
value ...
Real-time Data as Instant Market Research




                   You can use what you learn from PPC
                   to...
Real-time Data as Instant Market Research

                              1.  Create 4 ads for each ad group
              ...
Maximize Your 70 Characters




Relevant Search Phrase
Details, Differentiators,
Call to Action
DisplayURL.com/relevantsea...
Maximize Your 70 Characters




Organic Wool Scarves
Hand-knitted in the USA.
Order by 10/31 for Free Shipping!
BigRedScar...
Maximize Your 70 Characters




1. Use all 70 Characters!




                   Scarves
                   Well made.
   ...
Maximize Your 70 Characters




                                                               2. Leverage your work in ot...
Maximize Your 70 Characters




3. Create a sense of urgency.




         copyright © 2010 Trada, Inc. All materials are ...
Maximize Your 70 Characters




                                                                    4. Use a call to actio...
Maximize Your 70 Characters




                                                                          5. Use Title Cas...
Maximize Your 70 Characters




6. Keep your grammar tidy.




                            Organic Wool Scarves!!!
       ...
Maximize Your 70 Characters




  7. Let people know that you are the ‘official site’!




Rare Caterpillar Bweenie Blabie...
Maximize Your 70 Characters



 8. Use Dynamic Keyword Insertion.

Dynamic keyword insertion can
add relevance to a divers...
Maximize Your 70 Characters

1. Write your ad in this format:




2. When someone searches for this and your ad is served:...
Maximize Your 70 Characters


4. If the search term is too long (over 25 characters)




5. The ad will appear in its “def...
Maximize Your 70 Characters




The rules:

1.  Keep your ad groups focused
2.  Do not combine dynamic keyword insertion w...
Maximize Your 70 Characters




                                                              Here’s what can happen if yo...
Maximize Your 70 Characters


To check that your dynamic keyword insertion is working properly, you
can run a keyword quer...
Maximize Your 70 Characters


You will be able to see the exact phrases that were searched for.




        copyright © 20...
Maximize Your 70 Characters




9. Be Conversational.


                                Like Nike Shoes?
                 ...
Maximize Your 70 Characters




9. Be Conversational.


                                Like Nike Shoes?
                 ...
Maximize Your 70 Characters



10. Be smart and test, test, test.




   copyright © 2010 Trada, Inc. All materials are co...
It takes a long time to write so many thoughtful ads.




Best practices:

Keep your ad groups small and focused

10-20 ke...
You can also use Trada




Trada’s crowdsourced model puts dozens of certified experts to
work on your campaign at the sam...
Trada’s Optimizers are experts


Trada’s certified PPC experts know how to write compelling ad copy:
    •     calls to ac...
How it works




1.     You specify your budget, which ad networks you’d like to run on, and
       the price you’re willi...
You can also use Trada.




           Questions?
           Now’s the time
           to ask.
                           ...
Thank you!




                    Thank you for joining us!
For a copy of this presentation: asawyer@trada.com

For more ...
Upcoming SlideShare
Loading in...5
×

Shakespeare's Guide to Creating PPC Ads

559

Published on

Interested in learning to write effective PPC ads like Shakespeare?

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

Published in: Business, Education, Technology
1 Comment
0 Likes
Statistics
Notes
  • Google PPC campaign audits for free can be found with RDM, call 256-398-3835
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
559
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Shakespeare's Guide to Creating PPC Ads"

  1. 1. Ridiculously easy. Measurably better. Powered by people.
  2. 2. William Shakespeare’s Strategies for Writing PPC Ads With Mike Ramsburg, Agency Program Manager for Trada copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  3. 3. William Shakespeare’s Strategies for Writing PPC Ads copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  4. 4. William Shakespeare’s Strategies for Writing PPC Ads A great PPC ad: •  encourages a searcher to click •  is relevant to landing pages, ad groups, and keywords copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  5. 5. William Shakespeare’s Strategies for Writing PPC Ads Hast Thou Need for Scarves? You’ll be compared with summer days. Free delivery by oxcart! ShakespeareScarves.com/summerscarves copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  6. 6. William Shakespeare’s Strategies for Writing PPC Ads Christopher Marlowe (not as famous) copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  7. 7. William Shakespeare’s Strategies for Writing PPC Ads The four horsemen of PPC - how to make sure your keywords, ad groups, landing pages and ads are all working in tandem to beat your competitors. Google's limitations - we'll give you the expertise you need to use them for your benefit! Real-time data as instant market research - how to use what you learn from paid search to inform creative approaches in other marketing channels - online and offline. Maximize your 70 characters - you really can write a complete - and compelling - story in three lines. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  8. 8. The Four Horsemen of PPC Keywords Ad groups Landing pages Ads copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  9. 9. The Four Horsemen of PPC Keywords Remember that the keyword is what triggers the ad. In the interest of Quality Score, the keyword and ad must be relevant. Classic Blue Men’s Polos 100% Cotton, made in the USA. Fall Sale, Free Shipping! BigBluePolos.com/classicblue copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  10. 10. The Four Horsemen of PPC Ad Groups Write your ads at the ad group level. Keep your ad groups small, so that you can write an ad that is relevant to all of the keywords. You can use Dynamic Keyword Insertion to automate relevancy. Buying: Leasing: Test Driving: Buy a Ford F 150 Lease a Ford F 150 Test Drive a Ford F 150 Where to buy Ford F 150 Leasing options Ford F 150 Try Ford F 150 copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  11. 11. The Four Horsemen of PPC Ad Groups Do: Bid on misspellings and competitor’s terms. Do not: combine with dynamic keyword insertion, or this might happen! Illegal Competitor’s Term Don’t mix your competitor’s terms with DKI! BigBluePolos.com/gonnagetsued copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  12. 12. The Four Horsemen of PPC Landing Pages Remember that this is where the click will take your searcher. Utilize ‘deep-linking’! Before you write your ads, make sure your landing pages are in good shape – with keyword-dense, relevant material. You may use material from a good landing page to inform your ad copy. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  13. 13. The Four Horsemen of PPC Ads Is the keyword included in the text? Are you driving to the right landing page? Are you echoing language from the landing page? Is your display URL category-specific? (www.mikesautos/FordF-150) Have you differentiated yourself? copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  14. 14. Google’s Limitations Why does Google have such a strict format? Google has built its empire on a positive user experience. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  15. 15. Google’s Limitations copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  16. 16. Google’s Limitations This ad might look boring in comparison. But it’s effective. Organic Wool Scarves Hand-knitted in the USA. Buy before 10/31 for Free Shipping! BigRedScarves.com/organicwool copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  17. 17. Google’s Limitations Why is it effective? When all ads look the same, the user is drawn to the ad with the best value proposition. So: When writing an ad, be sincere and offer a value prop specific to the user’s search terms. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  18. 18. Real-time Data as Instant Market Research You can use what you learn from PPC to inform your marketing activities – online and offline. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  19. 19. Real-time Data as Instant Market Research 1.  Create 4 ads for each ad group 2.  Write 4 different messages Organic Wool Scarves Hand-knitted in the USA. {Keyword:Blue Wool Scarves} Cruelty-free, Finest quality. Hand-knitted in the USA. BigRedScarves.com/organicwool Shop dozens of shades! BigRedScarves.com/organicwool Buy Wool Scarves {Keyword: Soft Wool Scarves} Hand-knitted in the USA. Hand-knitted in the USA. 1000’s of Colors, Free Shipping! Buy before 10/31 for Free Shipping! BigRedScarves.com/organicwool BigRedScarves.com/organicwool copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  20. 20. Maximize Your 70 Characters Relevant Search Phrase Details, Differentiators, Call to Action DisplayURL.com/relevantsearchphrase copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  21. 21. Maximize Your 70 Characters Organic Wool Scarves Hand-knitted in the USA. Order by 10/31 for Free Shipping! BigRedScarves.com/organicwool copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  22. 22. Maximize Your 70 Characters 1. Use all 70 Characters! Scarves Well made. Best value! Scarves.com copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  23. 23. Maximize Your 70 Characters 2. Leverage your work in other channels. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  24. 24. Maximize Your 70 Characters 3. Create a sense of urgency. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  25. 25. Maximize Your 70 Characters 4. Use a call to action. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  26. 26. Maximize Your 70 Characters 5. Use Title Casing. organic wool scarves Organic Wool Scarves hand-knitted in the USA. Hand-knitted in the USA. Order by 10/31 for free shipping! Order by 10/31 for Free Shipping! bigredscarves.com/organicwool BigRedScarves.com/OrganicWool copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  27. 27. Maximize Your 70 Characters 6. Keep your grammar tidy. Organic Wool Scarves!!! Hand knitteing in the USA. lots’s of colors, Free Shipping!!! BigRedScarves.com/organicwool copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  28. 28. Maximize Your 70 Characters 7. Let people know that you are the ‘official site’! Rare Caterpillar Bweenie Blabies Rare Caterpillar Beanie Babies Limited Edition, Excellent condition. Limited Edition, Excellent condition. Get your hands on Bweenie Blabies! Official Site of Beanie Babies! BweenieEmporium.com/caterpillar BeanieEmporium.com/caterpillar copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  29. 29. Maximize Your 70 Characters 8. Use Dynamic Keyword Insertion. Dynamic keyword insertion can add relevance to a diverse audience. Searchers are more likely to click an ad that includes the exact phrase they searched for. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  30. 30. Maximize Your 70 Characters 1. Write your ad in this format: 2. When someone searches for this and your ad is served: 3. They will see this ad: Keywords in your Ad Group: • Good Online Marketing • Professional Online Marketing • Easy Online Marketing • Affordable Online Marketing copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  31. 31. Maximize Your 70 Characters 4. If the search term is too long (over 25 characters) 5. The ad will appear in its “default” form. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  32. 32. Maximize Your 70 Characters The rules: 1.  Keep your ad groups focused 2.  Do not combine dynamic keyword insertion with broad match copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  33. 33. Maximize Your 70 Characters Here’s what can happen if you’re not careful with dynamic keyword insertion. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  34. 34. Maximize Your 70 Characters To check that your dynamic keyword insertion is working properly, you can run a keyword query report in Google Adwords. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  35. 35. Maximize Your 70 Characters You will be able to see the exact phrases that were searched for. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  36. 36. Maximize Your 70 Characters 9. Be Conversational. Like Nike Shoes? Get 20% off at Big Red Foot! All styles, Free Shipping! BigRedFoot.com/NikeShoes copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  37. 37. Maximize Your 70 Characters 9. Be Conversational. Like Nike Shoes? Get 20% off at Big Red Foot! All styles, Free Shipping! BigRedFoot.com/NikeShoes copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  38. 38. Maximize Your 70 Characters 10. Be smart and test, test, test. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  39. 39. It takes a long time to write so many thoughtful ads. Best practices: Keep your ad groups small and focused 10-20 keywords per ad group, depending on the content Write 4 ads per ad group That’s a lot of ads. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  40. 40. You can also use Trada Trada’s crowdsourced model puts dozens of certified experts to work on your campaign at the same time. www.trada.com copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  41. 41. Trada’s Optimizers are experts Trada’s certified PPC experts know how to write compelling ad copy: •  calls to action •  value propositions •  attention-grabbing headlines Because multiple Optimizers will work on your campaign at the same time, your campaign will benefit from the creation of thousands of low cost long tail keywords. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  42. 42. How it works 1.  You specify your budget, which ad networks you’d like to run on, and the price you’re willing to pay for a click or conversion. 3.  PPC experts – multiples of them - begin working on your campaign at the same time, adding ad groups, ads, keywords, etc. They only earn money when they meet your campaign goals. 5.  You can review the performance of all ads and keywords running in your campaign and reject ones you don’t like. Remember: there are no management or startup fees to use Trada. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  43. 43. You can also use Trada. Questions? Now’s the time to ask. www.trada.com copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  44. 44. Thank you! Thank you for joining us! For a copy of this presentation: asawyer@trada.com For more information about Trada or a tour of the Marketplace: sales@trada.com www.trada.com copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×