Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar]
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Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar]

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For more information, visit www.wordstream.com ...

For more information, visit www.wordstream.com

If you want to sell products or generate leads online, a conversion-optimized website is Step 1. But it doesn't matter how beautiful your website is if people never get there!

That's why it's so important to write compelling ads that demand to be clicked.

In this webinar, WordStream's PPC Customer Success Strategists Caleb Hutchings and Zina Kayyali share actionable tips for creating better PPC text ads. You'll learn:

- A top level overview of click-through rate and why it's so important
- How to optimize your ad text: Where to start? What actions should you take to make improvements?
- Common mistakes people make when setting up their ads: you'll be
- Real world examples and actionable tips to test on your campaigns

View these slides now to learn how you can start writing stronger, more clickable ads today!

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Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar] Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar] Presentation Transcript

  • CONFIDENTIAL – DO NOT DISTRIBUTE 1
  • Meet the Experts! CONFIDENTIAL – DO NOT DISTRIBUTE 2 Caleb Hutchings Chutchings@wordstream.com Zina Kayyali Zkayyali@wordstream.com • Client Success Specialists • AdWords and Bing Ads Certified • Portfolios Cross Major Industries • Clients Range $200 - $96,000K Monthly Spend
  • Today’s Agenda CONFIDENTIAL – DO NOT DISTRIBUTE 3 • Importance of Ad Text Optimization – Relationship to CTR and Quality Score • Discounted CPC • Page Position • Higher Impression Share • Tactics to Create Powerful Ads – Feature Benefit Matrix – Creative and Technical Tactics • Testing and Optimizing Your Ads – Ad Settings – Common Mistakes View slide
  • CONFIDENTIAL – DO NOT DISTRIBUTE 4 Importance of Ad Text Optimization View slide
  • Purpose of Ad Text Optimization CONFIDENTIAL – DO NOT DISTRIBUTE 5 • Ad Text is assessed by Quality Score: – Relevancy – Click-through rate • Google rewards high QS with: – Higher ad rank – Lower cost per click – More impression share
  • AdWords Auction Formula: Ad Rank CONFIDENTIAL – DO NOT DISTRIBUTE 6 Max CPC x Quality Score = Ad Rank
  • AdWords Auction Formula: Actual CPC CONFIDENTIAL – DO NOT DISTRIBUTE 7 Ad Rank of Person Below You / Your Quality Score + $0.01 = Actual CPC
  • Value of Quality Score CPC Savings vs. Score CONFIDENTIAL – DO NOT DISTRIBUTE 8
  • Organization Impacts Performance CONFIDENTIAL – DO NOT DISTRIBUTE 9 1. Identify specific keywords and negatives 2. Group closely related keywords together 3. Create relevant ad copy and landing pages 4. Repeat! Bad Better Ideal Shorts, Shirts, Pants, Skirts, Blouses, Dresses, T-shirts Jean Shorts, Blue Shorts, Cutoff Shorts, Women’s Shorts, Cheap Shorts, Long Shorts Blue Jean Shorts, Cutoff Jean Shorts, Jean Shorts Cheap, Women’s Jean Shorts, Jean Shorts Online
  • CONFIDENTIAL – DO NOT DISTRIBUTE 10 Creating Powerful Ads
  • Getting Started • Your Offer – What are the features and corresponding benefits of your product/service? • Your Unique Selling Point – What unique benefits sets you apart from your competition? Why should searchers choose you? CONFIDENTIAL – DO NOT DISTRIBUTE 11
  • Discover Your USP / Offer: • What is your #1 question about ____ ? • What caused you to look for _____ today? • What would you like us to help you with today? CONFIDENTIAL – DO NOT DISTRIBUTE 12
  • CONFIDENTIAL – DO NOT DISTRIBUTE 13 The Creative Process
  • Where to Start: • Brainstorm Content – Exercise Your Knowledge of the Product and Benefits – Imagine Yourself as a Customer • Create More Content Than You Need – Explores All Potential Customers – Concepts Evolve • Design and Write • Add Structure Using the Feature Benefit Matrix CONFIDENTIAL – DO NOT DISTRIBUTE 14
  • Feature Benefit Matrix CONFIDENTIAL – DO NOT DISTRIBUTE 15 Free Shipping Free Expert Travel Advice Save money What you see is what you pay Stay in budget Extra bonus added to purchase Confidence Greater Experience Buy Today & Save! Discover your adventure!
  • CONFIDENTIAL – DO NOT DISTRIBUTE 16 Creative and Technical Tactics
  • Creative Tactics • Use “You” and “You’re” – Drive Personal Context • Don’t Deceive – Authenticity is Key • Include Provocative Language – “Email is Not Dead” – “Stop Wasting Time” CONFIDENTIAL – DO NOT DISTRIBUTE 17
  • • Ask Questions – Grabs Attention – Can Empower Their Research – Prequalifies Prospects – Catalyzes Conversion CONFIDENTIAL – DO NOT DISTRIBUTE 18 Creative Tactics
  • • Take Full Advantage of Display URL – Must have same domain as destination URL – Doesn’t influence forwarding link Boston.com VS. • Boston.com/news • Boston.com/deals • Boston.com/your-town CONFIDENTIAL – DO NOT DISTRIBUTE 19 Creative Tactics
  • • Use Active Verbs – Increase – Improve – Experience – Save CONFIDENTIAL – DO NOT DISTRIBUTE 20 Creative Tactics
  • • Include an unexpected Call-to-Action – Savings – Instant Gratification – Bonus Offer CONFIDENTIAL – DO NOT DISTRIBUTE 21 Creative Tactics
  • • Don’t Repeat Yourself – Space is Limited • Business Name in Headline and Display URL CONFIDENTIAL – DO NOT DISTRIBUTE 22 Creative Tactics
  • Technical Tactics • High Volume Keyword in Headline – Additional Keywords in Body • Use Symbols, but Sparingly – Can Differentiate – Can Also Have You Disapproved • Use Title Case – Statistically Higher CTR CONFIDENTIAL – DO NOT DISTRIBUTE 23
  • Technical Tactics • Punctuate the End of Line 1: CONFIDENTIAL – DO NOT DISTRIBUTE 24
  • Best Practices Check CONFIDENTIAL – DO NOT DISTRIBUTE 25
  • CONFIDENTIAL – DO NOT DISTRIBUTE 26 Mobile Ad Best Practices
  • Mobile Ads • Use a Mobile Preferred Ad – Few WordStream Customers with Enhanced Campaigns have Mobile Preferred Ads selected. CONFIDENTIAL – DO NOT DISTRIBUTE 27
  • Mobile Ads • Unique Calls to Action Catered to Device – Call Now! – “At Your Fingertips” • Direct to a Mobile Optimized Page – HowToGoMo.com – Build Your Mobile Page CONFIDENTIAL – DO NOT DISTRIBUTE 28
  • Dynamic Keyword Insertion CONFIDENTIAL – DO NOT DISTRIBUTE 29 • Dynamic Keyword Insertion allows you to dynamically insert a keyword from your ad group into your ad text • Capitalization: keyword = “leather couches” Keyword = “Leather couches” KeyWord = “Leather Couches” KEYWORD = “LEATHER COUCHES”
  • CONFIDENTIAL – DO NOT DISTRIBUTE 30 Testing & Optimizing Your Ads
  • Create Multiple Ads • Maximum of 2-4 ads per ad group • Different text appeals to people in different ways • You want to capture as many prospects as possible Confidential – Do Not Distribute 31
  • CONFIDENTIAL – DO NOT DISTRIBUTE 32 Enable Conversion Tracking
  • Track Those Conversions • Conversion Tracking can drastically improve performance analysis • You can adjust ad text based on which ads are generating conversions Confidential – Do Not Distribute 33
  • CONFIDENTIAL – DO NOT DISTRIBUTE 34 Ad Settings – Ad Rotation
  • Think About Your Ad Settings – Ad Rotation • Rotate – Ads are served evenly until you specify otherwise • Optimize – Ads are served evenly for a period of time only – Google then runs the top-performing (by clicks) ads more frequently • Conversion Optimize - Ads are served evenly for a period of time – Google then runs the top-performing (by conversions) ads more frequently Confidential – Do Not Distribute 35
  • CONFIDENTIAL – DO NOT DISTRIBUTE 36 Common Mistakes
  • Don’t Let Your Ads Become Disapproved! • Excessive Capitalization – Too much capitalization can look spammy in Google’s eyes Confidential – Do Not Distribute 37 Too many capitals
  • Don’t Let Your Ads Become Disapproved! • Different Display URL and Destination URL – The only condition is that the domain of each must be the same Confidential – Do Not Distribute 38 Domains must match
  • Don’t Let Your Ads Become Disapproved! • Phone Number in the Ad Text – Google is pushing for call extensions Confidential – Do Not Distribute 39 Number in text = bad Call Extension = good
  • Don’t Let Your Ads Become Disapproved! • Excessive Punctuation – This includes any repeated punctuation or symbols Confidential – Do Not Distribute 40 Too many exclamations!
  • Don’t Let Your Ads Become Disapproved! • Mentioning a Competitor’s Brand Name – Making a claim that your company is superior to the competition Confidential – Do Not Distribute 41 Can’t mention competition
  • One Last Thing to Keep in Mind • Make sure testing variables are small and easy to measure • Try testing one element of the ad at a time Confidential – Do Not Distribute 42
  • • Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 9 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) Grade Yourself! http://www.wordstream.com/google-adwords www.wordstream.com/google-adwords
  • Thanks! Thank you for attending WordStream’s webinar on Optimizing PPC Ad Text! #wordstream Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Grade Your AdWords Account Today: http://www.wordstream.com/google-adwords Additional questions about WordStream Services? Contact our team of AdWords Certified Professionals: 1-855-967-3787