Ad Copy & PPC Pro Tips from SLCSEM @Dealership

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Ryan Nadeau ( @dealership ) kicked off the June 17th @SLCSEM night with google by covering some PPC ad copy best practices and myths.

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Ad Copy & PPC Pro Tips from SLCSEM @Dealership

  1. 1. Paid Search:Today’s Lesson is on Ad Copy 
  2. 2. Who am I?• Ryan Nadeau• 12+ Search Marketing Pro– Managed PPC for Expedia/Hotels.com & GeneralMotors (Chevrolet)• Co-Founder & VP of SLC|SEM• @Dealership
  3. 3. The Main Objectives of Ad Copy• Filter out unqualified/inefficient traffic• Manage the expectations of users• Begin the Conversion/Sales Cycle
  4. 4. A. I. D. A.• Attention• Interest• Desire• Action
  5. 5. STOP BORING EVERYONE!!!
  6. 6. Different is Good
  7. 7. What is “Great” Ad Copy?• Quality/Great Ad Copy Transcends Ad Position– Try testing new ad copy at lower positions to seehow it performs and let it “earn” it’s way higher.• This will save you money• The definition of great ad copy is simple:– It’s the one that generates results– Forget having “pride of authorship” and testeverything!
  8. 8. Which Video Would You Click First?• “Ray Allen’s 3-Pointer Forces OT”• “Heat Fans Denied Re-Entry”• “Rugby Player with Massive Hit on Opponent”– Source: ESPN.com
  9. 9. TEST/QUESTION EVERYTHING• Pro Tip: Create Ads where the Headlines andDescription Lines are Interchangeable– This Allows for Taguchi-Style Testing Methods• Unique Testing Resources:– Experiments: Planning, Analysis & ParameterDesign Optimization– Design and Analysis of Experiments
  10. 10. Check this out…
  11. 11. Pro Tip: Create New Ads that are Geo-Sensitive
  12. 12. Cheers!

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