Clickable webcast: Writing Effective Ad Copy


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Clickable webcast: Writing Effective Ad Copy

  1. 1. Writing Effective Ad Copy<br />06.24.10<br />
  2. 2. Who We Are<br />Introduction<br />Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.<br />Hanny Hindi<br />Clickable Search Marketing Guru<br />Max Kalehoff<br />Clickable Search Marketing Guru & Vice President of Marketing<br />6/24/10<br />2<br />
  3. 3. What is Search Engine Marketing?<br />Introduction<br />6/24/10<br />3<br />
  4. 4. Agenda<br />Agenda<br />Our Goal Today: To discuss one system for writing ad copy that drives high-quality traffic.<br />The role of ad creatives in SEM campaigns.<br />The components of a search ad.<br />Writing attention-grabbing headlines.<br />Describing the relevance and value of your offer.<br />Making a conversion-based call to action.<br />6/24/10<br />4<br />
  5. 5. What we won’t be discussing<br /><ul><li>Techniques that produce one-off results.
  6. 6. “Bo Knows Baseball”</li></ul>6/24/10<br />5<br />
  7. 7. Keywords, Ad Copy, & Landing Pages<br />Ad Copy: The main text of a clickable search or context-served ad. (SEMPO)<br />6/24/10<br />6<br />
  8. 8. The Components of an SEM Ad<br />Every SEM ad has three major components:<br />Headline: Grab the user’s attention (25 char.)<br />Description: Describe your offer (35 char.)<br />Call to Action: Tell users what to do next (35 char.)<br />Some networks have a single 90 character description field, but you should still treat it as two separate elements.<br />6/24/10<br />7<br />
  9. 9. A Few Examples:<br />6/24/10<br />8<br />
  10. 10. Translating Queries into Questions<br />Users Conduct Searches to Ask Questions<br />The first step of search advertising is to determine which questions you can answer.<br />The second step is to translate those questions into keyword lists, ads—and landing pages.<br />To write effective ad copy, you need to know what question your users are asking, and provide a clear and compelling answer.<br />6/24/10<br />9<br />
  11. 11. Keywords and Ad Copy<br />Using keywords in your ad copy will improve your click-through rates (CTRs).<br />Ads with keywords are more relevant to searchers.<br />Keywords in ad copy appear in bold, making them more prominent on search engine results pages (SERPs).<br />Keywords should be distributed throughout an ad (especially in the Headline and Description).<br />For a perfect match between keywords and ads, use Dynamic Keyword Insertion (DKI).<br />6/24/10<br />10<br />
  12. 12. A Few Examples (cont.):<br />6/24/10<br />11<br />
  13. 13. Headlines and Click-Through Rates<br />Your headline is the component of an ad that will have the greatest effect on CTR.<br />Ads compete for attention against other ads on the page, as well as organic results.<br />Headlines are the first thing users will read.<br />If they are too snazzy and vague, you will draw unwanted traffic to your site.<br />Your goal is not to grab everybody’s attention; your goal is to grab the attention of your potential customers.<br />6/24/10<br />12<br />
  14. 14. Attention-Grabbing Headlines<br />Headlines should be simple and direct answers to user questions. Techniques include:<br />Straight Description<br />Imperative Verb Headlines<br />Restatement of the Question<br />Whatever you do, don’t right a headline that suggest a product or service you don’t offer.<br />6/24/10<br />13<br />
  15. 15. A Few Examples (cont.):<br />6/24/10<br />14<br />
  16. 16. Making an Offer: Relevance<br />After you have captured a user’s attention, describe the relevance of your offer.<br />Headlines only suggest relevance; your description should clearly demonstrate it.<br />Whatever isn’t described in the headline should be described in the description line.<br />A clear description will drive away some traffic, but that just saves you the cost of irrelevant clicks.<br />Just clearly state what you have to offer, in as much detail as 35 characters allows.<br />6/24/10<br />15<br />
  17. 17. Making an Offer: Value<br />It’s time to state your “value proposition”<br />So you have a relevant offer. What sets it apart?<br />The most effective search marketing ads include clear demonstrations of unique value.<br />Look at competing ads and find something they’re not including.<br />This is your last chance to convince a user to take your offer.<br />6/24/10<br />16<br />
  18. 18. A Few Examples (cont.):<br />6/24/10<br />17<br />
  19. 19. What is Your Conversion Event?<br />Every search ad has a different purpose. What’s the purpose of yours?<br />In order to implement conversion tracking on your landing pages, you need define success criteria.<br />Are you trying to drive sales? page views? newsletter sign-ups?<br />Ads drive clicks, but they can also improve conversion rates.<br />P.S.: If you haven’t implemented conversion tracking, do it right now!<br />6/24/10<br />18<br />
  20. 20. Conversions & The “Call to Action”<br />The final step is to tell users what to do after they click on your ad.<br />The “call to action” should be directly related to your desired conversion.<br />An ad that describes an action that can’t be taken on a conversion page will produce a poor user experience.<br />Decide what you want users to do on your site, and let them know.<br />6/24/10<br />19<br />
  21. 21. A Few Examples (cont.):<br />6/24/10<br />20<br />
  22. 22. Using Clickable Pro to Simplify SEM<br />6/24/10<br />21<br />
  23. 23. Using Clickable Pro to Simplify SEM<br />Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.<br />Manage all of your campaigns, across all search networks, in a single, intuitive interface.<br />Take action based on recommendations generated by Clickable’s ActEngine™ (for everything from best practices to bids and budgets).<br />Create white-label, customized reports.<br />6/24/10<br />22<br />
  24. 24. How to Sign Up for Clickable<br />How to Sign Up<br />Simply go to and try the product free for 15 days.<br />If you want more support getting started with search marketing, consider Clickable Assist, our fully-managed solution: <br /><br />Or email us:<br />6/24/10<br />23<br />
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