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Market Motive – Training Creating Great PPC Ads www.go4bigpoints.wordpress.com © Claude Oggier May, 2010 Data Source - Mar...
<ul><li>Designing and writing your PPC ads means research, creativity, and a little psychology. You will learn how to prep...
<ul><li>Do some searches on Google Yahoo and Bing to see the ads your competitors are running </li></ul><ul><li>Clip and s...
<ul><li>You need to understand and list the advantages your competitors believe are their most important ones, and gain in...
<ul><li>Create and excel worksheet and list your advantages and benefits </li></ul>Listing your own Advantages and Benefit...
<ul><li>Your Ad’s objective is mainly this, and only this: GET THE CLICK </li></ul><ul><li>Don’t expect to make a sale, th...
<ul><li>Ad Group Keywords </li></ul><ul><li>An ad group’s root keywords are the ones that represent the core theme of the ...
<ul><li>Whenever possible, speak directly to the reader by using words like “you” or “your.” </li></ul><ul><li>People resp...
<ul><li>Action words and imperative verbs work well, such as the following </li></ul><ul><ul><li>Get </li></ul></ul><ul><u...
<ul><li>An ad with words in the title case (where the first letter of each significant word is capitalized) often performs...
<ul><li>People will more often take action if it’s explicitly spelled out for them. Be more creative than just saying: “Vi...
<ul><li>Exclamation points can significantly increase click-through rates  </li></ul><ul><li>Don’t omit punctuation marks ...
<ul><li>Your ads should emphasize the benefits of your offering  </li></ul><ul><li>Features describe the product and / or ...
<ul><li>Underscore your competitive advantages, especially if you’re in a crowded field of competitors </li></ul><ul><li>E...
<ul><li>Headlines work best when the search term is included </li></ul><ul><ul><li>Include 2 or 3 of the same keywords in ...
<ul><li>PPC ads work best when you lead of with the features and benefits of the offer in the first line. </li></ul>Line 1...
<ul><li>Give explicit directions to the reader </li></ul>Line 2: Urgent Call To Action © Claude Oggier May, 2010 Data Sour...
<ul><li>It must contain the root domain name of your site </li></ul><ul><li>Its syntax must adhere to the rules describing...
Industry Examples © Claude Oggier May, 2010 Data Source - MarketMotive.com
Industry Examples: Multiple-Product retailer  © Claude Oggier May, 2010 Data Source - MarketMotive.com
Industry Examples: B2B service provider © Claude Oggier May, 2010 Data Source - MarketMotive.com
Industry Examples: Professional services provider © Claude Oggier May, 2010 Data Source - MarketMotive.com
Industry Examples: Financial services provider © Claude Oggier May, 2010 Data Source - MarketMotive.com
<ul><li>Persuasive momentum </li></ul><ul><li>Who are we trying to persuade to take the action? </li></ul><ul><li>What is ...
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Creating Great PPC Ads

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Designing and writing your PPC ads means research, creativity, and a little psychology. You will learn how to - collecting resources, looking at competitors, make comparisons, defining your benefits, and choosing the all important words and phrases that will lead to conversion.

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Creating Great PPC Ads

  1. 1. Market Motive – Training Creating Great PPC Ads www.go4bigpoints.wordpress.com © Claude Oggier May, 2010 Data Source - MarketMotive.com
  2. 2. <ul><li>Designing and writing your PPC ads means research, creativity, and a little psychology. You will learn how to prepare for the job - collecting resources, looking at competitors, make comparisons, defining your benefits, and choosing the all important words and phrases that will lead to conversion. </li></ul><ul><li>You will learn: </li></ul><ul><li>What to look for when evaluating your competitors </li></ul><ul><li>How to lay out a spreadsheet defining features and benefits </li></ul><ul><li>Why your ad isn't supposed to get a sale </li></ul><ul><li>The fundamentals of ad group keywords </li></ul><ul><li>How to craft the perfect headline </li></ul><ul><li>What you should lead off with in the first line of your ad </li></ul><ul><li>Why the call for action belongs in the second line of your ad </li></ul><ul><li>The critical elements of your display URL </li></ul>Creating Great PPC Ads © Claude Oggier May, 2010 Data Source - MarketMotive.com
  3. 3. <ul><li>Do some searches on Google Yahoo and Bing to see the ads your competitors are running </li></ul><ul><li>Clip and save some representative examples </li></ul><ul><li>Ones run by our biggest competitors </li></ul><ul><li>Some you feel intuitively are better than average </li></ul>Collecting Your Resources © Claude Oggier May, 2010 Data Source - MarketMotive.com
  4. 4. <ul><li>You need to understand and list the advantages your competitors believe are their most important ones, and gain inspiration for your own organization’s list. </li></ul><ul><li>List of common advantages: </li></ul><ul><li>Lower price </li></ul><ul><li>Higher quality </li></ul><ul><li>Free and/or shipping </li></ul><ul><li>Large selection </li></ul><ul><li>Great Customer Service </li></ul><ul><li>Prestigious Products or brands </li></ul><ul><li>Greater convenience </li></ul><ul><li>Greater security </li></ul><ul><li>Quality or performance guarantee </li></ul><ul><li>Comprehensive feature set </li></ul>Surveying Your Competition © Claude Oggier May, 2010 Data Source - MarketMotive.com
  5. 5. <ul><li>Create and excel worksheet and list your advantages and benefits </li></ul>Listing your own Advantages and Benefits © Claude Oggier May, 2010 Data Source - MarketMotive.com
  6. 6. <ul><li>Your Ad’s objective is mainly this, and only this: GET THE CLICK </li></ul><ul><li>Don’t expect to make a sale, that is the PPC landing page’s job </li></ul>Writing Right © Claude Oggier May, 2010 Data Source - MarketMotive.com
  7. 7. <ul><li>Ad Group Keywords </li></ul><ul><li>An ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords. </li></ul><ul><li>Example: “red sneakers” </li></ul><ul><ul><li>Best red sneakers </li></ul></ul><ul><ul><li>Red sneakers online </li></ul></ul><ul><ul><li>Durable red sneakers </li></ul></ul><ul><ul><li>Red Basketball sneakers </li></ul></ul>The Fundamentals © Claude Oggier May, 2010 Shop Ecko Red FootwearYour Exclusive Source For Ecko Red Footwear. Get The Latest Styles. driays.com Data Source - MarketMotive.com
  8. 8. <ul><li>Whenever possible, speak directly to the reader by using words like “you” or “your.” </li></ul><ul><li>People respond better when the advertiser is taking a personal interest in them and has what it takes to satisfy the searcher’s need or desire. </li></ul>Talk to the reader © Claude Oggier May, 2010 Data Source - MarketMotive.com
  9. 9. <ul><li>Action words and imperative verbs work well, such as the following </li></ul><ul><ul><li>Get </li></ul></ul><ul><ul><li>Shop </li></ul></ul><ul><ul><li>See </li></ul></ul><ul><ul><li>Find </li></ul></ul><ul><ul><li>Buy </li></ul></ul><ul><li>Make It Clear What You Are Selling </li></ul><ul><ul><li>If your site sells something, make it clear that the ad leads you to an e-commerce site – include price information. </li></ul></ul><ul><ul><li>Example: A site that sells photos of sports figures can minimize the number of expensive clicks from people who just want to see or print such photos by including a phrase like “Prices as low as 69CHF.” </li></ul></ul>Tell the Readers what You Want Them To Do © Claude Oggier May, 2010 Data Source - MarketMotive.com
  10. 10. <ul><li>An ad with words in the title case (where the first letter of each significant word is capitalized) often performs better than a version of the same ad with lowercase letters </li></ul><ul><li>Example: </li></ul>Use Title Case © Claude Oggier May, 2010 Shop Ecko Red FootwearYour Exclusive Source For Ecko Red Footwear. Get The Latest Styles. driays.com Data Source - MarketMotive.com
  11. 11. <ul><li>People will more often take action if it’s explicitly spelled out for them. Be more creative than just saying: “Visit our Site” , “Click to see.” </li></ul><ul><li>Example: </li></ul>Call Readers to Action © Claude Oggier May, 2010 Data Source - MarketMotive.com
  12. 12. <ul><li>Exclamation points can significantly increase click-through rates </li></ul><ul><li>Don’t omit punctuation marks because your ads might appear incorrectly under some circumstances. </li></ul>Use Appropriate Punctuation to Emphasize Action © Claude Oggier May, 2010 Data Source - MarketMotive.com
  13. 13. <ul><li>Your ads should emphasize the benefits of your offering </li></ul><ul><li>Features describe the product and / or service you’re selling </li></ul><ul><li>Benefits describe the positive emotions your customers will experience </li></ul>Benefits sell better than features © Claude Oggier May, 2010 Data Source - MarketMotive.com
  14. 14. <ul><li>Underscore your competitive advantages, especially if you’re in a crowded field of competitors </li></ul><ul><li>Example: </li></ul><ul><li>Hotel Software </li></ul><ul><li>Maximize your profits. Top rated by experts 2008-2009 </li></ul><ul><li>www.hotelsoft.com </li></ul><ul><li>Stand out </li></ul><ul><li>In highly competitive markets, create ads that are very different than the competitors ads </li></ul><ul><li>Example Travel Agency ad: </li></ul><ul><li>Have a Bad Trip </li></ul><ul><li>Unless you see our low rates and great customer service </li></ul><ul><li>www.gowayswithus.com </li></ul>If You’ve Got It, Flaunt It © Claude Oggier May, 2010 Data Source - MarketMotive.com
  15. 15. <ul><li>Headlines work best when the search term is included </li></ul><ul><ul><li>Include 2 or 3 of the same keywords in each ad group as well as modifying words that might correspond to the way people search </li></ul></ul><ul><ul><li>For example consider an ad group that contains the following keywords </li></ul></ul><ul><ul><ul><li>Refinance mortgages rates </li></ul></ul></ul><ul><ul><ul><li>Mortgage refinance </li></ul></ul></ul><ul><ul><ul><li>Low mortgage rates </li></ul></ul></ul><ul><li>If the search term is “refinancing my mortgage to get lower rates” than the ad will be displayed as follows, with important words highlighted: </li></ul><ul><li>Refinance Your Mortgage </li></ul><ul><li>Apply now! Lower Rates and a Fatter Wallet Every Month! </li></ul><ul><li>www.yetanotherMortgage Bank.com </li></ul>The Headline: The Most Important Characters © Claude Oggier May, 2010 Data Source - MarketMotive.com
  16. 16. <ul><li>PPC ads work best when you lead of with the features and benefits of the offer in the first line. </li></ul>Line 1 © Claude Oggier May, 2010 Data Source - MarketMotive.com
  17. 17. <ul><li>Give explicit directions to the reader </li></ul>Line 2: Urgent Call To Action © Claude Oggier May, 2010 Data Source - MarketMotive.com
  18. 18. <ul><li>It must contain the root domain name of your site </li></ul><ul><li>Its syntax must adhere to the rules describing legal URLs </li></ul>The Display URL © Claude Oggier May, 2010 Data Source - MarketMotive.com
  19. 19. Industry Examples © Claude Oggier May, 2010 Data Source - MarketMotive.com
  20. 20. Industry Examples: Multiple-Product retailer © Claude Oggier May, 2010 Data Source - MarketMotive.com
  21. 21. Industry Examples: B2B service provider © Claude Oggier May, 2010 Data Source - MarketMotive.com
  22. 22. Industry Examples: Professional services provider © Claude Oggier May, 2010 Data Source - MarketMotive.com
  23. 23. Industry Examples: Financial services provider © Claude Oggier May, 2010 Data Source - MarketMotive.com
  24. 24. <ul><li>Persuasive momentum </li></ul><ul><li>Who are we trying to persuade to take the action? </li></ul><ul><li>What is the action we want someone to take? </li></ul><ul><li>What does that person need in order to feel confident taking that action? </li></ul>Things to remember © Claude Oggier May, 2010 Data Source - MarketMotive.com

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