OVERVIEW• Benefits• Formatting& Platform Differences• Best Practices - Checklist• Strategy• Pot Holes• Testing & Scheduling
BENEFITS • Better ads mean: Improved CTR Increased Quality Score Lower average CPCs Increased ROI
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
BEST PRACTICES • Write a catchy, billboard-like headline • Include your keyword in the ad (title, preferably) • Include one or more benefits
BEST PRACTICES • Strong call-to-action • Include one or more benefits
BEST PRACTICES • Create an appropriate display URL • Use all of your character space • Test your ads!
STRATEGY• Review all ads for Best Practices & change to fit• Consider customer’s emotions & concerns• Duplicate high CTR elements
STRATEGY • Dive in to poor performers • Check out the competition! • Switch up ad copy to match promotions
STRATEGY (X2) • Incorporate qualifiers to weed out bounce clicks • Dynamic Keyword Insertion
POT HOLES • No call-to-action or benefit call out • Not differentiating yourself from competition • Not using DKI
POT HOLES • Not incorporating highest performing keywords per ad group in to ad text • Not testing/short-testing • Not using qualifiers
TESTING • Most important aspect of ad writing! • What elements can you test with?
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
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