Ad writing&testing

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Ad writing&testing

  1. 1. AD WRITING & TESTINGBenefits & Best Practices
  2. 2. OVERVIEW• Benefits• Formatting& Platform Differences• Best Practices - Checklist• Strategy• Pot Holes• Testing & Scheduling
  3. 3. BENEFITS • Better ads mean:  Improved CTR  Increased Quality Score  Lower average CPCs  Increased ROI
  4. 4. FORMATTING BY PLATFORM  Character Counts:  Character Counts:  Headline: 25  Headline: 25  Desc. Lines: 35/each  Desc. Lines: 70 total  Display URL: 35  Display URL: 35  Editorial  Editorial  Offers/Prices in ads must be  Offers/Prices in ads must be represented in 1-2 clicks from represented directly on the landing pages landing page  One ! Maximum  One ! Maximum  Content  Content  Must meet all eligibility  Must meet all eligibility requirements (no sex, drugs, requirements (no sex, drugs, etc.) etc.)  Links  Links  All URLs must be valid,  All URLs must be valid, working, and users must be working, and users must be able to click out/away easily able to click out/away easily
  5. 5. BEST PRACTICES • Write a catchy, billboard-like headline • Include your keyword in the ad (title, preferably) • Include one or more benefits
  6. 6. BEST PRACTICES • Strong call-to-action • Include one or more benefits
  7. 7. BEST PRACTICES • Create an appropriate display URL • Use all of your character space • Test your ads!
  8. 8. STRATEGY• Review all ads for Best Practices & change to fit• Consider customer’s emotions & concerns• Duplicate high CTR elements
  9. 9. STRATEGY • Dive in to poor performers • Check out the competition! • Switch up ad copy to match promotions
  10. 10. STRATEGY (X2) • Incorporate qualifiers to weed out bounce clicks • Dynamic Keyword Insertion
  11. 11. POT HOLES • No call-to-action or benefit call out • Not differentiating yourself from competition • Not using DKI
  12. 12. POT HOLES • Not incorporating highest performing keywords per ad group in to ad text • Not testing/short-testing • Not using qualifiers
  13. 13. TESTING • Most important aspect of ad writing! • What elements can you test with?
  14. 14. TESTING • Same headline, different body copy • Vice versa • Display URL switch • Benefit at the front vs. the back • No benefit at all • Cost break vs. customer service call outs • Customer Reviews
  15. 15. HOW TO SCHEDULE AD TESTING • Routine is the hardest part! • Set up a monthly action plan to include: o Campaign/Ad group to test o Element to be tested o Check-in tasks • Use your action plan to take notes on future tests/outcomes
  16. 16. EXAMPLE
  17. 17. RESOURCES •Formatting oBing: http://advertising.microsoft.com/small-business/search- advertising/ad-content-guidelines#AC10 oGoogle: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=151 941 •Dynamic Keyword Insertion ohttp://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74 996 •General Ad Text Tips ohttp://www.ppchero.com/category/ad-texts/ •Ad Testing ohttp://www.ppchero.com/whaddyaknow-wednesdays-testing-ad-copy-for- ppc-success/
  18. 18. Q&ASubmit your questions to the Organizer via chat. We will respond to as many questions as time allows and follow up via email if necessary.
  19. 19. HERO CONF 2012 April 16-17 Indianapolis, IN Early Bird Deadline- March 9
  20. 20. MARCH WEBINAR! Why and How to Outsource Paid Search Tuesday, March 20, 5-6pm EST Presented by: Tom Hootman Be sure to check the blog for registration info!
  21. 21. THANK YOU!Direct any questions to:kayla.kurtz@hanapinmarketing.comOrbethany.harvey@hanapinmarketing.com

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