Lesson 11 Writing Good Ads

Ads Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]

Pre-Campaign Strategy
Maximum four pages
Pre-Campaign Strategy - Two components
Client Overview
AdWords Strategy
Written Reports – review pages 14 – 18 Student Text
Need to review and make a check list – review your Pre-campaign Strategy report item by item.

Structure of Pre-Campaign Strategy
Client Overview (approximately 2 pages)
Client profile
Market analysis
Current marketing
Conclusion
AdWords Strategy (approximately 2 pages)

Client Overview (Pre-Campaign Strategy)
Provides a brief overview of the client and their marketing
Serves as a foundation for the proposed AdWords Strategy.

Client Overview Part 01 (Pre-Campaign Strategy)
Client profile (a few sentences including some of the following)
Name, location
Sales and number of employees
Goods and services offered
Key online marketing personnel
Age of the company
URL Website age, website management
Company presence and sales via online and offline channels
Other relevant information

Market analysis (a couple of paragraphs including some of the following)
Current and potential customers
Current and potential competitors
Overview of the industry (key characteristics, competitive/saturated/mature)
Projected and historical online spend for the industry
Market position/specialties
Unique selling points of the goods/services offered
Seasonality of their goods/services or seasonality that the company has identified
Other relevant market information

Current marketing (a couple of paragraphs including some of the following)
Website uses, e.g. sales, customer service
Website strengths and weaknesses
Website visibility, such as Google PageRank, incoming links, a few keyword search results, online advertising, and offline promotion of the url.
If available, summary information from Google Analytics or other third party web tracking software
Email campaigns
Offline advertising
Other online or offline marketing

Conclusion on how the Ad Words campaign should align with the client’s business (a few sentences)

Ad Words Strategy (Pre-Campaign Strategy)
About two pages including sample ads and keywords
Based on an analysis of the client, their Website and their marketing, teams should craft an appropriate AdWords Strategy and metrics for their campaign.

Ad Words Strategy (Pre-Campaign Strategy)
The AdWords Strategy should include:
Number of Ad Groups and the focus for each Ad Group
Keywords and negative keywords
Text for at least two AdWords versions for some Ad Groups
Daily and weekly plans for spending their campaign budget
Network(s) for their AdWords ads
Target audience settings
Ad Serving options
Keyword Bidding
Geotargeting
Goals for impressions, clicks, CPC and CTR
Proposed success metrics
Other relevant information

Keyword Advertising Exercise
Individually, think of a product that you would like to purchase.
Go to Google and search for this product.
Review the first couple results pages.
Find an AdWords ad that you believe is well written. Be prepared to discuss why.
Find an AdWords ad that you believe is not well written. Be prepared to discuss why.
You have 10 minutes. Begin

Writing Key Words Ads
Your ad has three goals, which are:
Generating clicks from potential customers
Discouraging clicks from unlikely customers
Setting customer expectations for the landing page (i.e., want a positive customer experience)

Look at it this way … … to get a potential customer’s attention ~ 2 inches ~ 1/2 inch = 1 square inch = 1 second For a given ad …

Writing Key Words Ads
You get 4 lines of 25, 35, 35, and 35 characters
Line 1 (headline): Make the potential customer read the second and third lines
Line 2 and 3: Set expectations for what is on the landing page
Line 4: Points to a relevant landing page and establishes trust

Successful Keyword Advertising
Clear and well written.
Keywords in the title.
An action verb (i.e., a call to action).
Include some details (i.e. price, sales, etc.).
Capitalize keywords in the URL (i.e., www.JimJansen.com).
Choose destination URL that points to good landing page.

Keyword Advertising Exercise
Select the top 5 keywords one AdGroup from your account
Search on Google and analyze the competition’s ads. (reminder of Ad Diagnostic in AdWords)
Things to look for: structure, tone, promise, variation, features, price, trust, and call to action.
Discuss with your teammates: How will you make your ads different and better ?
You have 20 minutes. Begin

What to do next?
Before class on Monday 23 February:
your pre-campaign report uploaded to ANGEL dropbox in Lesson 12.
your AdWords account set with multiple Campaigns, AdGroups for each Campaign, keywords and ads for each AdGroup. Reasonable traffic and budget.
We will have guest speakers from IMPAQT (the PA company who is sponsoring our $1,000 competition). Be polite (i.e., on time, off the computers, pay attention, ask questions, etc.)! Valuable time so use it!

Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]

Lesson 11 Writing Good Ads

by dj9395 on Dec 06, 2009

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