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Lesson 11 Writing Good Ads


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Lesson 11 Writing Good Ads

  1. 1. Ads Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  2. 2. Pre-Campaign Strategy <ul><li>Maximum four pages </li></ul><ul><li>Pre-Campaign Strategy - Two components </li></ul><ul><ul><ul><li>Client Overview </li></ul></ul></ul><ul><ul><ul><li>AdWords Strategy </li></ul></ul></ul><ul><li>Written Reports – review pages 14 – 18 Student Text </li></ul>Need to review and make a check list – review your Pre-campaign Strategy report item by item.
  3. 3. Structure of Pre-Campaign Strategy <ul><li>Client Overview (approximately 2 pages) </li></ul><ul><ul><li>Client profile </li></ul></ul><ul><ul><li>Market analysis </li></ul></ul><ul><ul><li>Current marketing </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul><ul><li>AdWords Strategy (approximately 2 pages) </li></ul>
  4. 4. Client Overview (Pre-Campaign Strategy) <ul><li>Provides a brief overview of the client and their marketing </li></ul><ul><li>Serves as a foundation for the proposed AdWords Strategy. </li></ul>
  5. 5. Client Overview Part 01 (Pre-Campaign Strategy) <ul><li>Client profile (a few sentences including some of the following) </li></ul><ul><ul><ul><li>Name, location </li></ul></ul></ul><ul><ul><ul><li>Sales and number of employees </li></ul></ul></ul><ul><ul><ul><li>Goods and services offered </li></ul></ul></ul><ul><ul><ul><li>Key online marketing personnel </li></ul></ul></ul><ul><ul><ul><li>Age of the company </li></ul></ul></ul><ul><ul><ul><li>URL Website age, website management </li></ul></ul></ul><ul><ul><ul><li>Company presence and sales via online and offline channels </li></ul></ul></ul><ul><ul><ul><li>Other relevant information </li></ul></ul></ul>
  6. 6. Client Overview Part 02 (Pre-Campaign Strategy) <ul><li>Market analysis (a couple of paragraphs including some of the following) </li></ul><ul><ul><ul><li>Current and potential customers </li></ul></ul></ul><ul><ul><ul><li>Current and potential competitors </li></ul></ul></ul><ul><ul><ul><li>Overview of the industry (key characteristics, competitive/saturated/mature) </li></ul></ul></ul><ul><ul><ul><li>Projected and historical online spend for the industry </li></ul></ul></ul><ul><ul><ul><li>Market position/specialties </li></ul></ul></ul><ul><ul><ul><li>Unique selling points of the goods/services offered </li></ul></ul></ul><ul><ul><ul><li>Seasonality of their goods/services or seasonality that the company has identified </li></ul></ul></ul><ul><ul><ul><li>Other relevant market information </li></ul></ul></ul>
  7. 7. Client Overview Part 03 (Pre-Campaign Strategy) <ul><li>Current marketing (a couple of paragraphs including some of the following) </li></ul><ul><ul><ul><li>Website uses, e.g. sales, customer service </li></ul></ul></ul><ul><ul><ul><li>Website strengths and weaknesses </li></ul></ul></ul><ul><ul><ul><li>Website visibility, such as Google PageRank, incoming links, a few keyword search results, online advertising, and offline promotion of the url. </li></ul></ul></ul><ul><ul><ul><li>If available, summary information from Google Analytics or other third party web tracking software </li></ul></ul></ul><ul><ul><ul><li>Email campaigns </li></ul></ul></ul><ul><ul><ul><li>Offline advertising </li></ul></ul></ul><ul><ul><ul><li>Other online or offline marketing </li></ul></ul></ul>
  8. 8. Client Overview Part 04 (Pre-Campaign Strategy) <ul><li>Conclusion on how the Ad Words campaign should align with the client’s business (a few sentences) </li></ul>
  9. 9. Ad Words Strategy (Pre-Campaign Strategy) <ul><li>About two pages including sample ads and keywords </li></ul><ul><li>Based on an analysis of the client, their Website and their marketing, teams should craft an appropriate AdWords Strategy and metrics for their campaign. </li></ul>
  10. 10. Ad Words Strategy (Pre-Campaign Strategy) <ul><li>The AdWords Strategy should include: </li></ul><ul><ul><ul><li>Number of Ad Groups and the focus for each Ad Group </li></ul></ul></ul><ul><ul><ul><li>Keywords and negative keywords </li></ul></ul></ul><ul><ul><ul><li>Text for at least two AdWords versions for some Ad Groups </li></ul></ul></ul><ul><ul><ul><li>Daily and weekly plans for spending their campaign budget </li></ul></ul></ul><ul><ul><ul><li>Network(s) for their AdWords ads </li></ul></ul></ul><ul><ul><ul><li>Target audience settings </li></ul></ul></ul><ul><ul><ul><li>Ad Serving options </li></ul></ul></ul><ul><ul><ul><li>Keyword Bidding </li></ul></ul></ul><ul><ul><ul><li>Geotargeting </li></ul></ul></ul><ul><ul><ul><li>Goals for impressions, clicks, CPC and CTR </li></ul></ul></ul><ul><ul><ul><li>Proposed success metrics </li></ul></ul></ul><ul><ul><ul><li>Other relevant information </li></ul></ul></ul>
  11. 11. Keyword Advertising Exercise <ul><li>Individually, think of a product that you would like to purchase. </li></ul><ul><li>Go to Google and search for this product. </li></ul><ul><li>Review the first couple results pages. </li></ul><ul><li>Find an AdWords ad that you believe is well written. Be prepared to discuss why. </li></ul><ul><li>Find an AdWords ad that you believe is not well written. Be prepared to discuss why. </li></ul>You have 10 minutes. Begin
  12. 12. Writing Key Words Ads <ul><li>Your ad has three goals, which are: </li></ul><ul><ul><li>Generating clicks from potential customers </li></ul></ul><ul><ul><li>Discouraging clicks from unlikely customers </li></ul></ul><ul><ul><li>Setting customer expectations for the landing page (i.e., want a positive customer experience) </li></ul></ul>
  13. 13. Look at it this way … … to get a potential customer’s attention ~ 2 inches ~ 1/2 inch = 1 square inch = 1 second For a given ad …
  14. 14. Writing Key Words Ads <ul><li>You get 4 lines of 25, 35, 35, and 35 characters </li></ul><ul><li>Line 1 (headline): Make the potential customer read the second and third lines </li></ul><ul><li>Line 2 and 3: Set expectations for what is on the landing page </li></ul><ul><li>Line 4: Points to a relevant landing page and establishes trust </li></ul>
  15. 16. Successful Keyword Advertising <ul><li>Clear and well written. </li></ul><ul><li>Keywords in the title. </li></ul><ul><li>An action verb (i.e., a call to action). </li></ul><ul><li>Include some details (i.e. price, sales, etc.). </li></ul><ul><li>Capitalize keywords in the URL (i.e., </li></ul><ul><li>Choose destination URL that points to good landing page. </li></ul>
  16. 17. Keyword Advertising Exercise <ul><li>Select the top 5 keywords one AdGroup from your account </li></ul><ul><li>Search on Google and analyze the competition’s ads. (reminder of Ad Diagnostic in AdWords) </li></ul><ul><li>Things to look for: structure, tone, promise, variation, features, price, trust, and call to action. </li></ul><ul><li>Discuss with your teammates: How will you make your ads different and better ? </li></ul>You have 20 minutes. Begin
  17. 18. What to do next? <ul><li>Before class on Monday 23 February: </li></ul><ul><ul><li>your pre-campaign report uploaded to ANGEL dropbox in Lesson 12. </li></ul></ul><ul><ul><li>your AdWords account set with multiple Campaigns, AdGroups for each Campaign, keywords and ads for each AdGroup. Reasonable traffic and budget. </li></ul></ul><ul><li>We will have guest speakers from IMPAQT (the PA company who is sponsoring our $1,000 competition). Be polite (i.e., on time, off the computers, pay attention, ask questions, etc.)! Valuable time so use it! </li></ul>
  18. 19. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]