CONFIDENTIAL – DO NOT DISTRIBUTE 1
Meet the Experts!
CONFIDENTIAL – DO NOT DISTRIBUTE 2
Caleb Hutchings
Chutchings@wordstream.com
Zina Kayyali
Zkayyali@words...
Today’s Agenda
CONFIDENTIAL – DO NOT DISTRIBUTE 3
• Importance of Ad Text Optimization
– Relationship to CTR and Quality S...
CONFIDENTIAL – DO NOT DISTRIBUTE 4
Importance of Ad Text Optimization
Purpose of Ad Text Optimization
CONFIDENTIAL – DO NOT DISTRIBUTE 5
• Ad Text is assessed by
Quality Score:
– Relevancy
– C...
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 +
...
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 c...
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 Sel...
Discover Your USP / Offer:
• What is your #1 question about ____ ?
• What caused you to look for _____
today?
• What would...
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 Custome...
Feature Benefit Matrix
CONFIDENTIAL – DO NOT DISTRIBUTE 15
Free
Shipping
Free Expert
Travel Advice
Save money
What you see...
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 Provoca...
• Ask Questions
– Grabs Attention
– Can Empower Their Research
– Prequalifies Prospects
– Catalyzes Conversion
CONFIDENTIA...
• Take Full Advantage of Display URL
– Must have same domain as destination URL
– Doesn’t influence forwarding link
Boston...
• 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...
• Don’t Repeat Yourself
– Space is Limited
• Business Name in Headline and Display URL
CONFIDENTIAL – DO NOT DISTRIBUTE 22...
Technical Tactics
• High Volume Keyword in Headline
– Additional Keywords in Body
• Use Symbols, but Sparingly
– Can Diffe...
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 select...
Mobile Ads
• Unique Calls to Action Catered to Device
– Call Now!
– “At Your Fingertips”
• Direct to a Mobile Optimized Pa...
Dynamic Keyword Insertion
CONFIDENTIAL – DO NOT DISTRIBUTE 29
• Dynamic Keyword Insertion allows you to dynamically
insert...
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 c...
CONFIDENTIAL – DO NOT DISTRIBUTE 32
Enable Conversion Tracking
Track Those Conversions
• Conversion Tracking can drastically improve performance
analysis
• You can adjust ad text based ...
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 a...
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
ey...
Don’t Let Your Ads Become Disapproved!
• Different Display URL and Destination URL
– The only condition is that the domain...
Don’t Let Your Ads Become Disapproved!
• Phone Number in the Ad Text
– Google is pushing for call extensions
Confidential ...
Don’t Let Your Ads Become Disapproved!
• Excessive Punctuation
– This includes any repeated punctuation or symbols
Confide...
Don’t Let Your Ads Become Disapproved!
• Mentioning a Competitor’s Brand Name
– Making a claim that your company is superi...
One Last Thing to Keep in Mind
• Make sure testing variables are small and easy to
measure
• Try testing one element of th...
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based...
Thanks!
Thank you for attending WordStream’s webinar on Optimizing
PPC Ad Text! #wordstream
Don’t forget to sign up for a ...
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

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]

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. 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
  3. 3. 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
  4. 4. CONFIDENTIAL – DO NOT DISTRIBUTE 4 Importance of Ad Text Optimization
  5. 5. 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
  6. 6. AdWords Auction Formula: Ad Rank CONFIDENTIAL – DO NOT DISTRIBUTE 6 Max CPC x Quality Score = Ad Rank
  7. 7. AdWords Auction Formula: Actual CPC CONFIDENTIAL – DO NOT DISTRIBUTE 7 Ad Rank of Person Below You / Your Quality Score + $0.01 = Actual CPC
  8. 8. Value of Quality Score CPC Savings vs. Score CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. 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
  10. 10. CONFIDENTIAL – DO NOT DISTRIBUTE 10 Creating Powerful Ads
  11. 11. 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
  12. 12. 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
  13. 13. CONFIDENTIAL – DO NOT DISTRIBUTE 13 The Creative Process
  14. 14. 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
  15. 15. 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!
  16. 16. CONFIDENTIAL – DO NOT DISTRIBUTE 16 Creative and Technical Tactics
  17. 17. 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
  18. 18. • Ask Questions – Grabs Attention – Can Empower Their Research – Prequalifies Prospects – Catalyzes Conversion CONFIDENTIAL – DO NOT DISTRIBUTE 18 Creative Tactics
  19. 19. • 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
  20. 20. • Use Active Verbs – Increase – Improve – Experience – Save CONFIDENTIAL – DO NOT DISTRIBUTE 20 Creative Tactics
  21. 21. • Include an unexpected Call-to-Action – Savings – Instant Gratification – Bonus Offer CONFIDENTIAL – DO NOT DISTRIBUTE 21 Creative Tactics
  22. 22. • Don’t Repeat Yourself – Space is Limited • Business Name in Headline and Display URL CONFIDENTIAL – DO NOT DISTRIBUTE 22 Creative Tactics
  23. 23. 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
  24. 24. Technical Tactics • Punctuate the End of Line 1: CONFIDENTIAL – DO NOT DISTRIBUTE 24
  25. 25. Best Practices Check CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. CONFIDENTIAL – DO NOT DISTRIBUTE 26 Mobile Ad Best Practices
  27. 27. Mobile Ads • Use a Mobile Preferred Ad – Few WordStream Customers with Enhanced Campaigns have Mobile Preferred Ads selected. CONFIDENTIAL – DO NOT DISTRIBUTE 27
  28. 28. 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
  29. 29. 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”
  30. 30. CONFIDENTIAL – DO NOT DISTRIBUTE 30 Testing & Optimizing Your Ads
  31. 31. 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
  32. 32. CONFIDENTIAL – DO NOT DISTRIBUTE 32 Enable Conversion Tracking
  33. 33. 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
  34. 34. CONFIDENTIAL – DO NOT DISTRIBUTE 34 Ad Settings – Ad Rotation
  35. 35. 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
  36. 36. CONFIDENTIAL – DO NOT DISTRIBUTE 36 Common Mistakes
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. Don’t Let Your Ads Become Disapproved! • Excessive Punctuation – This includes any repeated punctuation or symbols Confidential – Do Not Distribute 40 Too many exclamations!
  41. 41. 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
  42. 42. 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
  43. 43. • 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
  44. 44. 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
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