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Creating PPC Ad Copy
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Creating PPC Ad Copy

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    Creating PPC Ad Copy Creating PPC Ad Copy Presentation Transcript

    • 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 5 Writing Adwords Ad Copy
    • PPC Training Recap • Session 1 - Keyword Meaning • Session 2 - Keyword Research • Session 3 - Adwords Campaign Setup • Session 4 - Advanced Adwords Tools
    • Adwords Ad Present Unique Challenges
    • Special Considerations • Limited space • Editorial Guidelines • Its the first step in the conversion funnel (Persuasion = KPI = CTR ) with your Customers • Not mean to make the sale • Think cascading waterfall - ad leads to page, page leads to headlines, headlines lead
    • Insider Tips • Your keywords must match your ads • core principle to the entire process • When you find keyword which don’t match (based on results)
    • Insider Tips • Pause current word, move to new ad group • Start over with a new message that matches the keyword-intent exactly. • Note: this is fundamental to the “Go-Wide, Then-Deep” campaign deployment tactic • Doesn’t apply as much when keyword and ad groups are 1-to-1 matching
    • Advanced Strategies for Keyword Inclusion
    • Adwords Editor - Tricks and Tips Review
    • Google Ad Copy Mechanics
    • Google Ad Copy Mechanics • Headline - Keyword or Benefits • Description 1 - Benefit • Description 2 - Feature Display URL - Proper Domain + Keyword
    • Ad Copy - Benefit vs. Description Lines • Feature • What it does • What is made out of
    • Ad Copy - Benefit vs. Description Lines • Benefit • Outcome - What You’ll get from using it • Resolution - The problem it solves • Potential - The ambition it will fulfill
    • Ad Copy - Benefit vs. Description Lines • Examples • Huge inventory - one stop shopping • Widest selection - find stuff you can’t get elsewhere • Discounted price - save money • Free shipping - save money
    • Unique (Solution) Selling Proposition
    • Unique Solution Selling in Google Ad Copy • Unique Selling Proposition • What is exclusive and unique to you? • Meet the customer where they are • Don’t assume how much your customer knows about their problem
    • Unique Ad#1 Solution Selling in Google Ad Example Ads Ad#2
    • USP - Ad #1 vs. #2. • How much do they really know - probably searching on the effects of his problem but doesn’t really know how to get to the root of it. • Expertise and information is currency - offer to educate them, they’ll buy out of gratitude.
    • Unique Ad#1 Solution Selling in Google Ad Offer to Solve the Customer’s Problem Ad#2
    • Ad Copy Tactics
    • Search Intent Harmony • Are you in harmony with the problem your customers are really trying to solve. • Don’t interrupt their thought process • Help them build momentum toward a solution • Don’t bring up negative sales points
    • Personnas Help You Write to 1 Person • Know who you’re writing to • Personnas - Develop fake customer profiles • You can also use customers you talk to on a regular basis
    • Personnas Help You Write to 1 Person • Best customers • Common phone sales questions • Worst customers
    • Personnas Help You Write to 1 Person • What’s in a typical day? • What frustrates them most during the day • Respond to “if only I could stop dealing with ‘x’, I’d have so much more time on my hands.”
    • Pre-Qualify w/ Google Ad Copy • Pre-qualifying in ad copy • Use ad copy to limit the clicks you get (so you don’t get tire kickers) • What you say in your ad can lead to attracting sales or just clicks (clicks w/o sales = cost)
    • How to Start Writing Ad Copy; A Step-by- step blueprint
    • Blue Print to Start Writing Ads • Outline the type of offer you’re making in a spreadsheet. • What are the points of resistance (deal breakers)? • Make a list of the features in a spreadsheet
    • Blue Print to Start Writing Ads • Answer the question “so what?” after each feature • Use the results of the above to merge all of your benefits and write them in a
    • Blue Print to Start Writing Ads • Use the results of the above to merge all of your benefits and write them in a paragraph format • Don’t stress about grammar or correctness. • Write like you’d explain what you do for a living to a friend via email.
    • Blue Print to Start Writing Ads • Whittle them down to just 1-3 short sentences (10-15 word sentences) • Remove all unnecessary • Limit adjectives and superlatives
    • Blue Print to Start Writing Ads • Slim down even further to the character limits for each Google Adwords ad copy line • Tip: MS Excel has functions to count the number of characters. This is easiest since you can set up dynamics counting. Rather than having to mouse to a menu
    • Blue Print to Start Writing Ads • Modify the base copy for each Adgroup/ Keyword • Doing so will probably inspire other copy ideas
    • Tips for Better Ad Copy Writing
    • Tips for Ad Copy Writing • Descriptive Modifiers - use cheap, discount, premium with keyphrases • Incentive - why should I buy? Why should I believe discount percentages? • Credibility - why should I trust you?
    • Tips for Ad Copy Writing • Guarantee - what if I have buyers remorse? • Imagery - Using words which mental imagery; appeal to the senses • aim, inspect, look, see, reveal, view, watch, show • announce, call, command, describe • amaze, balance, extend, grab, let go, pitch, point, pressure, ragged, solid
    • Ad Copy Testing Techniques
    • Ad Copy Compounding • Ad Copy Compounding - small ad copy changes to lower costs/increase CTR • test simple changes to ad copy • don’t delete or change the original ad • set a new ad to compete against the old with a slight change. • keep the winner, build next one with new change
    • Ad Copy Compounding example ads courtesy of Perry Marshall
    • Ad Copy Compounding example ads courtesy of Perry Marshall
    • Ad Copy Compounding example ads courtesy of Perry Marshall
    • Ad Copy Testing Ideas • Word order • Capitalization • Display URL format • Invert description lines • Change the tone of the copy to match your customer
    • Ad Copy Testing Ideas • Full line of ad copy variant • Punctuation - try variants: questions, exclamations, periods (not all pass editorial) • Domain • Capitalization • Alternate Domain Name
    • Benefits of Ad Copy Compounding Technique • What happens if you do better? • Google automatically lowers the CPC • Google may bump you up a notch
    • Tips for Google Adwords Ad Copywriting
    • Ad Copy Best Practices • Ad copy must match keyword in an ad group • Headline/Title - most important part of the ad. More relevant = more click • Users scan in an “F” pattern
    • Ad Copy Best Practices • Match title to keyword phase • Ads should feature key phrases • If you can compete on price, feature it in your ad
    • Ad Copy Best Practices • Secondary offers work well (primary offer=product) - free shipping, free bonus, trial offer • Short display URLs work the best • ‘www’ works best in front of display URL, but test
    • Ad Copy Best Practices • Capitalization can work well in display URL, but test • Quantify your offer in your ads - how much, how long to take effect, etc • Avoid over-the-top writing
    • Ad Copy Best Practices • Create at least a sense of urgency in your ad, if not actual urgency (offer ends soon) • Use clear sentences--don’t keyword stuff • Credibility indicators should be features if there’s space
    • Upcoming Sessions • Session 5 - PPC Ad Copy • Session 6 - PPC Landing Pages • Session 7 - Landing Page Copy Writing • Sessions 8 - Adwords Q/A