Ads (Some Advanced Stuff) Jim Jansen College of Information Sciences and Technology  The Pennsylvania State University  [e...
Writing Key Words Ads <ul><li>Your ad has three goals, which are: </li></ul><ul><ul><li>Generating clicks  from potential ...
Writing Key Words Ads <ul><li>You get 4 lines of 25, 35, 35, and 35 characters </li></ul><ul><li>Line 1 (headline): Make t...
Think of Each Line As Having a Separate Goal/Being a Component <ul><li>There are four components to a search marketing ad....
Let’s Look at Some Ads
Writing Keywords Ads:  Headlines <ul><li>Comparisons  (example: “Cheaper Than Wal Mart”) </li></ul><ul><li>Divulge &quot;s...
What are some good call to actions? <ul><li>Best Call-to-Action Phrases </li></ul><ul><li>Book Now </li></ul><ul><li>Reser...
What about the URLs? <ul><li>Each keyword can point to a unique URL </li></ul>
Dynamic Keyword Insertion <ul><li>Dynamic Keyword Insertion  is an advanced feature </li></ul><ul><li>Will  insert  indivi...
Example (Say this is an ad you create in AdWords) <ul><li>Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. F...
Example (Say this is an ad you create in AdWords) <ul><li>Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. F...
Dynamic Keyword Insertion <ul><li>There are variations you can use to capitalize your dynamically inserted keyword as foll...
Some Good Readings and Other Things <ul><li>10 Sure-Fire Headline Formulas That Work  -  http://www.copyblogger.com/10-sur...
Keyword Advertising Exercise <ul><li>Read the Tutorial at  http://adwords.google.com/support/bin/answer.py?answer=74996&hl...
Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology  The Pennsylvania St...
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Lesson 13 Writing Good Ads 02

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  1. 1. Ads (Some Advanced Stuff) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  2. 2. Writing Key Words Ads <ul><li>Your ad has three goals, which are: </li></ul><ul><ul><li>Generating clicks from potential customers </li></ul></ul><ul><ul><li>Discouraging clicks from unlikely customers </li></ul></ul><ul><ul><li>Setting customer expectations for the landing page (i.e., want a positive customer experience) </li></ul></ul>
  3. 3. Writing Key Words Ads <ul><li>You get 4 lines of 25, 35, 35, and 35 characters </li></ul><ul><li>Line 1 (headline): Make the potential customer read the second and third lines </li></ul><ul><li>Line 2 and 3: Set expectations for what is on the landing page </li></ul><ul><li>Line 4: Points to a relevant landing page and establishes trust </li></ul>
  4. 4. Think of Each Line As Having a Separate Goal/Being a Component <ul><li>There are four components to a search marketing ad. </li></ul><ul><ul><li>The Headline: grabs the user’s attention </li></ul></ul><ul><ul><li>The Description Line: clearly defines the product or service you have to offer, and how it will meet the need indicated by a user’s search. </li></ul></ul><ul><ul><li>The “Call to Action”: tells the customer what to do after they click on your ad and land on your Web site. This should be related to the type of conversion you’re trying to achieve, from newsletter sign-ups to online sales. </li></ul></ul><ul><ul><li>URL: establishes trust and is relevant </li></ul></ul>
  5. 5. Let’s Look at Some Ads
  6. 6. Writing Keywords Ads: Headlines <ul><li>Comparisons (example: “Cheaper Than Wal Mart”) </li></ul><ul><li>Divulge &quot;secret&quot; or cutting-edge information (example: “Wealth Strategies Exposed”) </li></ul><ul><li>Be a story teller (example: “I Lost 8 Pounds in a Week”) </li></ul><ul><li>Give instructions (example: “How to Get a 6 Pack”) </li></ul><ul><li>Arouse curiosity with questions (example: “Want to Make $500 Per Hour?“) </li></ul><ul><li>Capitalize (example: “Want the Best Pizza in Town?”) </li></ul><ul><li>Stay away from &quot;Buy “ (Use &quot; Discount &quot;, &quot; Sale &quot;, &quot; Special Offer &quot; and &quot; Coupon “) </li></ul><ul><li>Be creative and unpredictable </li></ul><ul><li>Dynamic Keyword Insertion (more on this later) </li></ul>
  7. 7. What are some good call to actions? <ul><li>Best Call-to-Action Phrases </li></ul><ul><li>Book Now </li></ul><ul><li>Reserve </li></ul><ul><li>Save Now </li></ul><ul><li>Discover your </li></ul><ul><li>Sign up Today </li></ul><ul><li>Buy Now </li></ul><ul><li>Pay Less </li></ul><ul><li>Order now </li></ul><ul><li>Research </li></ul><ul><li>Download </li></ul><ul><li>Not so Good Call-to-Action Phrases </li></ul><ul><li>Join now </li></ul><ul><li>Call us </li></ul><ul><li>Join </li></ul><ul><li>Borrow </li></ul><ul><li>Apply Now </li></ul><ul><li>Try  </li></ul><ul><li>Don’t miss </li></ul><ul><li>Shop Now </li></ul><ul><li>Subscribe </li></ul>
  8. 8. What about the URLs? <ul><li>Each keyword can point to a unique URL </li></ul>
  9. 9. Dynamic Keyword Insertion <ul><li>Dynamic Keyword Insertion is an advanced feature </li></ul><ul><li>Will insert individual keywords into the same ad text </li></ul><ul><li>A user sees a distinct ad for their keyword search, if their keyword triggers one of your ad group keywords. </li></ul><ul><li>This minimizes the work you'll need to do to manage larger ad groups and campaigns. </li></ul><ul><li>Let’s see an example … </li></ul>
  10. 10. Example (Say this is an ad you create in AdWords) <ul><li>Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. Free shipping! http://www.example.com/?kw={keyword:nil} </li></ul>Say the query is: mountain bikes Quality MOUNTAIN BIKES Selection of Mountain Bikes in stock. Free shipping! http://www.example.com/?kw=mountain bikes The user would see this ad ->
  11. 11. Example (Say this is an ad you create in AdWords) <ul><li>Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. Free shipping! http://www.example.com/?kw={keyword:nil} </li></ul>Say the query is: Cannondale Quality CANNONDALE Selection of Cannondale in stock. Free shipping! http:// www.example.com/?kw = cannondale The user would see this ad ->
  12. 12. Dynamic Keyword Insertion <ul><li>There are variations you can use to capitalize your dynamically inserted keyword as follows: </li></ul><ul><li>keyword - No capitalization, all word(s) are in lower case </li></ul><ul><li>Keyword - The first word is capitalized </li></ul><ul><li>KeyWord - Every word is capitalized </li></ul><ul><li>KEYword - Every letter in first word is capitalized </li></ul><ul><li>KEYWord -Every letter in the first word AND the first letter of the second </li></ul><ul><li>KEYWORD - Every letter is capitalized </li></ul>How do we do it?
  13. 13. Some Good Readings and Other Things <ul><li>10 Sure-Fire Headline Formulas That Work - http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ </li></ul><ul><li>31 Killer Writing AdWords Ads Tips - http://www.googlelady.com/416/10-killer-headline-adwords-tips/ </li></ul><ul><li>Google Local Business - https://www.google.com/local/add/login </li></ul><ul><li>Google Checkout - https://checkout.google.com/seller/?hl=en&gl=GB </li></ul>
  14. 14. Keyword Advertising Exercise <ul><li>Read the Tutorial at http://adwords.google.com/support/bin/answer.py?answer=74996&hl=en_US </li></ul><ul><li>Using one of the AdGroups that you are response for, design a Dynamic Keyword Insertion ad for that AdGroup (include Dynamic Keyword in headline, snippet, and URL </li></ul><ul><li>Now, test what the user would see for each keyword in your AdGroup (i.e., simulate the dynamic Insertion) </li></ul><ul><li>Which keywords make sense for Dynamic Keyword Insertion? Think about putting these in a separate AdGroup. </li></ul><ul><li>Once done – team time! </li></ul>
  15. 15. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
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