Interested in learning to write effective PPC ads like Shakespeare? Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Ridiculously easy. Measurably better.
Powered by people.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Google’s Limitations
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.