Szetela Smx Advanced Ads 2008

2,069 views
2,008 views

Published on

David Szetela's SMX Advanced presentation on writing ads for the Content Network for the Getting Ads Right session

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,069
On SlideShare
0
From Embeds
0
Number of Embeds
74
Actions
Shares
0
Downloads
32
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • This presentation describes the beginning of a study Clix is doing on PPC Contextual Advertising – full results will be described at PPC Summit, SES Toronto and in an article on Search Engine Land. Give me your bizcard or send me an email to receive full version. This presentation describes info received from Google; will have specific input from Yahoo and Microsoft.
  • Szetela Smx Advanced Ads 2008

    1. 1. Content Network Ads David Szetela [email_address] http://clixmarketing.com/blog http://searchenginewatch.com/sew_experts/content_advert
    2. 2. Content Ads Are Different Than Search Ads <ul><li>Ads need to stand out </li></ul><ul><li>Yell, don’t whisper </li></ul><ul><li>Be more competitive – e.g. free shipping </li></ul><ul><li>Test, test, test </li></ul>June 3, 2009
    3. 3. Content Ads Need to Say… <ul><li>1. &quot;This ad's for me&quot; - usually via a connection to the site or page's subject matter </li></ul><ul><li>2. There's a reason for me to look closely at the ad (features and benefits) </li></ul><ul><li>3. Pre-qualification (optional) - make sure the wrong people aren't persuaded to click </li></ul><ul><li>4. Pre-sale (optional) - describe the action you want them to take on the landing page </li></ul><ul><li>5. Call to action (e.g. &quot;Start Saving Now!) </li></ul>June 3, 2009
    4. 4. Content Quality Score is CTR-Centric <ul><li>Keyword-targeted and Placement-targeted Text: CTR, Theme, Bid, Landing Page </li></ul><ul><li>Keyword-targeted non-text: CTR, Theme, Bid, Landing Page (but no ad text) </li></ul><ul><li>Placement-targeted Non-text: CTR, Bid </li></ul><ul><li>Best Bidding Strategy: Start High, Go Low? </li></ul>June 3, 2009
    5. 5. June 3, 2009
    6. 6. June 3, 2009
    7. 7. June 3, 2009
    8. 8. June 3, 2009
    9. 9. June 3, 2009
    10. 10. Content Network Ads David Szetela [email_address] http://clixmarketing.com/blog http://searchenginewatch.com/sew_experts/content_advert

    ×