SlideShare a Scribd company logo
Ads (Some Advanced Stuff) Jim Jansen College of Information Sciences and Technology  The Pennsylvania State University  [email_address]
Writing Key Words Ads Your ad has three goals, which are: Generating clicks  from potential customers Discouraging clicks  from unlikely customers Setting customer expectations  for the landing page (i.e., want a positive customer experience)
Writing Key Words Ads You get 4 lines of 25, 35, 35, and 35 characters Line 1 (headline): Make the  potential customer  read the second and third lines Line 2 and 3: Set expectations for what is on the landing page Line 4: Points to a relevant landing page and establishes trust
Think of Each Line As Having a Separate Goal/Being a Component There are four components to a search marketing ad.  The Headline: grabs the user’s attention The Description Line: clearly defines the product or service you have to offer, and how it will meet the need indicated by a user’s search. The “Call to Action”: tells the customer what to do after they click on your ad and land on your Web site. This should be related to the type of conversion you’re trying to achieve, from newsletter sign-ups to online sales. URL: establishes trust and is relevant
Let’s Look at Some Ads
Writing Keywords Ads:  Headlines Comparisons  (example: “Cheaper Than Wal Mart”) Divulge "secret" or cutting-edge information  (example: “Wealth Strategies Exposed”) Be a story teller  (example: “I Lost 8 Pounds in a Week”) Give instructions  (example: “How to Get a 6 Pack”) Arouse curiosity  with questions (example: “Want to Make $500 Per Hour?“) Capitalize   (example: “Want the Best Pizza in Town?”) Stay away from  "Buy “ (Use " Discount ", " Sale ", " Special   Offer " and " Coupon “) Be  creative  and  unpredictable   Dynamic Keyword Insertion  (more on this later)
What are some good call to actions? Best Call-to-Action Phrases Book Now Reserve Save Now Discover your Sign up Today Buy Now Pay Less Order now Research Download   Not so Good Call-to-Action Phrases Join now Call us Join Borrow Apply Now Try  Don’t miss Shop Now Subscribe
What about the URLs? Each keyword can point to a unique URL
Dynamic Keyword Insertion Dynamic Keyword Insertion  is an advanced feature Will  insert  individual  keywords  into the  same ad  text  A  user sees a distinct ad  for their keyword search, if their keyword triggers one of your ad group keywords.  This  minimizes  the  work  you'll need to do to manage larger ad groups and campaigns.  Let’s see an example …
Example (Say this is an ad you create in AdWords) Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. Free shipping! http://www.example.com/?kw={keyword:nil}   Say the query is:  mountain bikes  Quality MOUNTAIN BIKES Selection of Mountain Bikes in stock. Free shipping! http://www.example.com/?kw=mountain  bikes   The user would see this ad ->
Example (Say this is an ad you create in AdWords) Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. Free shipping! http://www.example.com/?kw={keyword:nil}   Say the query is:  Cannondale   Quality CANNONDALE Selection of Cannondale in stock. Free shipping! http:// www.example.com/?kw = cannondale   The user would see this ad ->
Dynamic Keyword Insertion There are variations you can use to capitalize your dynamically inserted keyword as follows: keyword - No capitalization, all word(s) are in lower case  Keyword - The first word is capitalized  KeyWord - Every word is capitalized  KEYword - Every letter in first word is capitalized  KEYWord -Every letter in the first word AND the first letter of the second  KEYWORD - Every letter is capitalized  How do we do it?
Some Good Readings and Other Things 10 Sure-Fire Headline Formulas That Work  -  http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ 31 Killer Writing AdWords Ads Tips -  http://www.googlelady.com/416/10-killer-headline-adwords-tips/   Google Local Business -   https://www.google.com/local/add/login Google Checkout -  https://checkout.google.com/seller/?hl=en&gl=GB
Keyword Advertising Exercise Read the Tutorial at  http://adwords.google.com/support/bin/answer.py?answer=74996&hl=en_US Using one of the AdGroups that you are response for, design a Dynamic Keyword Insertion ad for that AdGroup (include Dynamic Keyword in headline, snippet, and URL Now, test what the user would see for each keyword in your AdGroup (i.e., simulate the dynamic Insertion) Which keywords make sense for Dynamic Keyword Insertion? Think about putting these in a separate AdGroup. Once done – team time!
Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology  The Pennsylvania State University  [email_address]

More Related Content

What's hot

PPC - Pay Per Click
PPC - Pay Per ClickPPC - Pay Per Click
PPC - Pay Per Click
webseoninja
 
Effective Google Ad Writing
Effective Google Ad WritingEffective Google Ad Writing
Effective Google Ad Writing
TrafficInjectors
 
Effective Google Ad Writing
Effective Google Ad WritingEffective Google Ad Writing
Effective Google Ad Writing
anytime01
 
Elite SEM EO Presentation
Elite SEM EO PresentationElite SEM EO Presentation
Elite SEM EO Presentation
Elite SEM Inc
 
How To Sell On Amazon Successfully
How To Sell On Amazon SuccessfullyHow To Sell On Amazon Successfully
How To Sell On Amazon Successfully
Bobsled Marketing
 
PPC Fundamentals
PPC FundamentalsPPC Fundamentals
PPC Fundamentals
LAD Solutions
 
Ecommerce School: Roger Lopez on PPC on a Shoestring Budget
Ecommerce School: Roger Lopez on PPC on a Shoestring BudgetEcommerce School: Roger Lopez on PPC on a Shoestring Budget
Ecommerce School: Roger Lopez on PPC on a Shoestring Budget
Hypepotamus
 
Day1 session6 affiliate_hessein
Day1 session6 affiliate_hesseinDay1 session6 affiliate_hessein
Day1 session6 affiliate_hessein
Arab Affiliate Summit
 
Market your add on like a pro
Market your add on like a proMarket your add on like a pro
Market your add on like a pro
Atlassian
 
Lesson 07 Ist402 Keywords Take 02
Lesson 07 Ist402 Keywords Take 02Lesson 07 Ist402 Keywords Take 02
Lesson 07 Ist402 Keywords Take 02
Jim Jansen
 
AMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNS
AMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNSAMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNS
AMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNS
Andrew Maff
 
Amazon Keyword Research using Search Term Report
Amazon Keyword Research using Search Term ReportAmazon Keyword Research using Search Term Report
Amazon Keyword Research using Search Term Report
renzcruz093097
 
Small Business marketing Ideas
Small Business marketing IdeasSmall Business marketing Ideas
Small Business marketing Ideas
Faiza Arshad
 
adwords training
adwords trainingadwords training
adwords training
Digipro India
 
Beginners Guide to Amazon Ads
Beginners Guide to Amazon AdsBeginners Guide to Amazon Ads
Beginners Guide to Amazon Ads
StoreAutomator
 
Creating great Paid-Per-Click (PPC) ads
Creating great Paid-Per-Click (PPC) adsCreating great Paid-Per-Click (PPC) ads
Creating great Paid-Per-Click (PPC) ads
Claude Oggier
 
Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...
Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...
Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...
auexpo Conference
 
DSA: A Tool for All PPC Accounts - HeroConf London 2017
DSA: A Tool for All PPC Accounts - HeroConf London 2017DSA: A Tool for All PPC Accounts - HeroConf London 2017
DSA: A Tool for All PPC Accounts - HeroConf London 2017
Michelle Morgan
 
Amazon Listing Optimizations that Drive Visibility & Sales
Amazon Listing Optimizations that Drive Visibility & SalesAmazon Listing Optimizations that Drive Visibility & Sales
Amazon Listing Optimizations that Drive Visibility & Sales
Tinuiti
 
Ask match craft what are disapprovals and what can we do about them?
Ask match craft  what are disapprovals and what can we do about them?Ask match craft  what are disapprovals and what can we do about them?
Ask match craft what are disapprovals and what can we do about them?
MatchCraft
 

What's hot (20)

PPC - Pay Per Click
PPC - Pay Per ClickPPC - Pay Per Click
PPC - Pay Per Click
 
Effective Google Ad Writing
Effective Google Ad WritingEffective Google Ad Writing
Effective Google Ad Writing
 
Effective Google Ad Writing
Effective Google Ad WritingEffective Google Ad Writing
Effective Google Ad Writing
 
Elite SEM EO Presentation
Elite SEM EO PresentationElite SEM EO Presentation
Elite SEM EO Presentation
 
How To Sell On Amazon Successfully
How To Sell On Amazon SuccessfullyHow To Sell On Amazon Successfully
How To Sell On Amazon Successfully
 
PPC Fundamentals
PPC FundamentalsPPC Fundamentals
PPC Fundamentals
 
Ecommerce School: Roger Lopez on PPC on a Shoestring Budget
Ecommerce School: Roger Lopez on PPC on a Shoestring BudgetEcommerce School: Roger Lopez on PPC on a Shoestring Budget
Ecommerce School: Roger Lopez on PPC on a Shoestring Budget
 
Day1 session6 affiliate_hessein
Day1 session6 affiliate_hesseinDay1 session6 affiliate_hessein
Day1 session6 affiliate_hessein
 
Market your add on like a pro
Market your add on like a proMarket your add on like a pro
Market your add on like a pro
 
Lesson 07 Ist402 Keywords Take 02
Lesson 07 Ist402 Keywords Take 02Lesson 07 Ist402 Keywords Take 02
Lesson 07 Ist402 Keywords Take 02
 
AMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNS
AMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNSAMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNS
AMAZON PPC: HOW HIGH-VOLUME SELLERS ARE MANAGING THEIR CAMPAIGNS
 
Amazon Keyword Research using Search Term Report
Amazon Keyword Research using Search Term ReportAmazon Keyword Research using Search Term Report
Amazon Keyword Research using Search Term Report
 
Small Business marketing Ideas
Small Business marketing IdeasSmall Business marketing Ideas
Small Business marketing Ideas
 
adwords training
adwords trainingadwords training
adwords training
 
Beginners Guide to Amazon Ads
Beginners Guide to Amazon AdsBeginners Guide to Amazon Ads
Beginners Guide to Amazon Ads
 
Creating great Paid-Per-Click (PPC) ads
Creating great Paid-Per-Click (PPC) adsCreating great Paid-Per-Click (PPC) ads
Creating great Paid-Per-Click (PPC) ads
 
Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...
Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...
Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/...
 
DSA: A Tool for All PPC Accounts - HeroConf London 2017
DSA: A Tool for All PPC Accounts - HeroConf London 2017DSA: A Tool for All PPC Accounts - HeroConf London 2017
DSA: A Tool for All PPC Accounts - HeroConf London 2017
 
Amazon Listing Optimizations that Drive Visibility & Sales
Amazon Listing Optimizations that Drive Visibility & SalesAmazon Listing Optimizations that Drive Visibility & Sales
Amazon Listing Optimizations that Drive Visibility & Sales
 
Ask match craft what are disapprovals and what can we do about them?
Ask match craft  what are disapprovals and what can we do about them?Ask match craft  what are disapprovals and what can we do about them?
Ask match craft what are disapprovals and what can we do about them?
 

Viewers also liked

5, 4, 3, 2, 1: The Code to Better Compensation Planning
5, 4, 3, 2, 1:  The Code to Better Compensation Planning5, 4, 3, 2, 1:  The Code to Better Compensation Planning
5, 4, 3, 2, 1: The Code to Better Compensation Planning
PERFORMENSATION
 
מקומות קסומים
מקומות קסומיםמקומות קסומים
מקומות קסומים
guest518ac2
 
Twitter and EWOM Branding
Twitter and EWOM BrandingTwitter and EWOM Branding
Twitter and EWOM Branding
Jim Jansen
 
Seo Startups 101
Seo Startups 101Seo Startups 101
Seo Startups 101
Pedro Villalobos
 
Lesson 06 Ist402 Keywords 02
Lesson 06 Ist402 Keywords 02Lesson 06 Ist402 Keywords 02
Lesson 06 Ist402 Keywords 02
Jim Jansen
 
Supplemental Info: Say on Pay and Dodd Frank 20100723
Supplemental Info: Say on Pay and Dodd Frank 20100723Supplemental Info: Say on Pay and Dodd Frank 20100723
Supplemental Info: Say on Pay and Dodd Frank 20100723
PERFORMENSATION
 
Simples Nacional : E outras formas de redução de custos
Simples Nacional: E outras formas de redução de custosSimples Nacional: E outras formas de redução de custos
Simples Nacional : E outras formas de redução de custos
Prestus®
 
Don't Ask How How High, Always Go the Limit - Performance-based Equity
Don't Ask How How High, Always Go the Limit - Performance-based EquityDon't Ask How How High, Always Go the Limit - Performance-based Equity
Don't Ask How How High, Always Go the Limit - Performance-based Equity
PERFORMENSATION
 
Why Join RE/MAX Crest Westside as a Sales Partner Info Book
Why Join RE/MAX Crest Westside as a Sales Partner Info BookWhy Join RE/MAX Crest Westside as a Sales Partner Info Book
Why Join RE/MAX Crest Westside as a Sales Partner Info Book
debupton
 
How to use Ttwitter for Business
How to use Ttwitter for BusinessHow to use Ttwitter for Business
How to use Ttwitter for Business
Jason Rudland
 
Happy Father's Day
Happy Father's DayHappy Father's Day
Happy Father's Day
lindajlord
 
Perception of Public Works - APWA Conference
Perception of Public Works - APWA Conference Perception of Public Works - APWA Conference
Perception of Public Works - APWA Conference
OHM Advisors
 
Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008
Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008
Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008
guestd9ddd7b
 
Cv L.S.Bhandary Eng
Cv L.S.Bhandary EngCv L.S.Bhandary Eng
Cv L.S.Bhandary Eng
lbhandary
 
Stormwater Utilities: A regional and national perspective on planning and imp...
Stormwater Utilities: A regional and national perspective on planning and imp...Stormwater Utilities: A regional and national perspective on planning and imp...
Stormwater Utilities: A regional and national perspective on planning and imp...
OHM Advisors
 
Digital Learners
Digital LearnersDigital Learners
Digital Learners
Brooke Elementary
 
Ket Qua Xet Tuyen Lop 6
Ket Qua Xet Tuyen Lop 6Ket Qua Xet Tuyen Lop 6
Ket Qua Xet Tuyen Lop 6
guestd9ddd7b
 
7 Key Ways to Drive Revenue Using LinkedIn
7 Key Ways to Drive Revenue Using LinkedIn7 Key Ways to Drive Revenue Using LinkedIn
7 Key Ways to Drive Revenue Using LinkedIn
mbieler
 
lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses
lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesseslesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses
lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses
Jim Jansen
 
Gravador de Chamadas - Alternativas e Tipos
Gravador de Chamadas - Alternativas e TiposGravador de Chamadas - Alternativas e Tipos
Gravador de Chamadas - Alternativas e Tipos
Prestus®
 

Viewers also liked (20)

5, 4, 3, 2, 1: The Code to Better Compensation Planning
5, 4, 3, 2, 1:  The Code to Better Compensation Planning5, 4, 3, 2, 1:  The Code to Better Compensation Planning
5, 4, 3, 2, 1: The Code to Better Compensation Planning
 
מקומות קסומים
מקומות קסומיםמקומות קסומים
מקומות קסומים
 
Twitter and EWOM Branding
Twitter and EWOM BrandingTwitter and EWOM Branding
Twitter and EWOM Branding
 
Seo Startups 101
Seo Startups 101Seo Startups 101
Seo Startups 101
 
Lesson 06 Ist402 Keywords 02
Lesson 06 Ist402 Keywords 02Lesson 06 Ist402 Keywords 02
Lesson 06 Ist402 Keywords 02
 
Supplemental Info: Say on Pay and Dodd Frank 20100723
Supplemental Info: Say on Pay and Dodd Frank 20100723Supplemental Info: Say on Pay and Dodd Frank 20100723
Supplemental Info: Say on Pay and Dodd Frank 20100723
 
Simples Nacional : E outras formas de redução de custos
Simples Nacional: E outras formas de redução de custosSimples Nacional: E outras formas de redução de custos
Simples Nacional : E outras formas de redução de custos
 
Don't Ask How How High, Always Go the Limit - Performance-based Equity
Don't Ask How How High, Always Go the Limit - Performance-based EquityDon't Ask How How High, Always Go the Limit - Performance-based Equity
Don't Ask How How High, Always Go the Limit - Performance-based Equity
 
Why Join RE/MAX Crest Westside as a Sales Partner Info Book
Why Join RE/MAX Crest Westside as a Sales Partner Info BookWhy Join RE/MAX Crest Westside as a Sales Partner Info Book
Why Join RE/MAX Crest Westside as a Sales Partner Info Book
 
How to use Ttwitter for Business
How to use Ttwitter for BusinessHow to use Ttwitter for Business
How to use Ttwitter for Business
 
Happy Father's Day
Happy Father's DayHappy Father's Day
Happy Father's Day
 
Perception of Public Works - APWA Conference
Perception of Public Works - APWA Conference Perception of Public Works - APWA Conference
Perception of Public Works - APWA Conference
 
Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008
Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008
Danh SáCh HọC Sinh YếU Thi LạI NăM HọC 2008
 
Cv L.S.Bhandary Eng
Cv L.S.Bhandary EngCv L.S.Bhandary Eng
Cv L.S.Bhandary Eng
 
Stormwater Utilities: A regional and national perspective on planning and imp...
Stormwater Utilities: A regional and national perspective on planning and imp...Stormwater Utilities: A regional and national perspective on planning and imp...
Stormwater Utilities: A regional and national perspective on planning and imp...
 
Digital Learners
Digital LearnersDigital Learners
Digital Learners
 
Ket Qua Xet Tuyen Lop 6
Ket Qua Xet Tuyen Lop 6Ket Qua Xet Tuyen Lop 6
Ket Qua Xet Tuyen Lop 6
 
7 Key Ways to Drive Revenue Using LinkedIn
7 Key Ways to Drive Revenue Using LinkedIn7 Key Ways to Drive Revenue Using LinkedIn
7 Key Ways to Drive Revenue Using LinkedIn
 
lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses
lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesseslesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses
lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses
 
Gravador de Chamadas - Alternativas e Tipos
Gravador de Chamadas - Alternativas e TiposGravador de Chamadas - Alternativas e Tipos
Gravador de Chamadas - Alternativas e Tipos
 

Similar to Lesson 13 Writing Good Ads 02

Tips for writing clickable search ad copy
Tips for writing clickable search ad copyTips for writing clickable search ad copy
Tips for writing clickable search ad copy
Olive Solutions
 
Adwords crash course
Adwords crash courseAdwords crash course
Adwords crash course
Chakrapani Anumula
 
Ppc Rockstars Van Wagner Dynamic Keyword Insertion
Ppc Rockstars Van Wagner Dynamic Keyword InsertionPpc Rockstars Van Wagner Dynamic Keyword Insertion
Ppc Rockstars Van Wagner Dynamic Keyword Insertion
David Szetela
 
Marketing On A Shoestring Budget 5 14 09 Final
Marketing On A Shoestring Budget 5 14 09 FinalMarketing On A Shoestring Budget 5 14 09 Final
Marketing On A Shoestring Budget 5 14 09 Final
TomHume
 
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford SaeksInformation Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Ford Saeks
 
What is paid search
What is paid searchWhat is paid search
Bl kent distr
Bl kent distrBl kent distr
Bl kent distr
Jan Klin & Associates
 
Class 06: Search Engine Marketing
Class 06: Search Engine MarketingClass 06: Search Engine Marketing
Class 06: Search Engine Marketing
Jon Chang
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminar
bjschimmel
 
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...
Louise McCartan
 
Adwords and Marketing Automation Seminar
Adwords and Marketing Automation SeminarAdwords and Marketing Automation Seminar
Adwords and Marketing Automation Seminar
Benjamin Quam
 
Prabhat Shah — Taking Amazon Advertising to the Next Level
Prabhat Shah — Taking Amazon Advertising to the Next LevelPrabhat Shah — Taking Amazon Advertising to the Next Level
Prabhat Shah — Taking Amazon Advertising to the Next Level
Semrush
 
The Magic of Copywriting
The Magic of CopywritingThe Magic of Copywriting
The Magic of Copywriting
Joshua Tree Internet Media, LLC
 
2015 Google Adwords Training
2015 Google Adwords Training2015 Google Adwords Training
2015 Google Adwords Training
Precious Chindongo Thundu
 
How to Master Your PPC Performance
How to Master Your PPC Performance How to Master Your PPC Performance
How to Master Your PPC Performance
semrush_webinars
 
Adwords
AdwordsAdwords
Basic concept of Google Adwords
Basic concept of Google AdwordsBasic concept of Google Adwords
Basic concept of Google Adwords
Sourabh Nagori
 
Lesson 11 Writing Good Ads
Lesson 11 Writing Good AdsLesson 11 Writing Good Ads
Lesson 11 Writing Good Ads
Jim Jansen
 
Paid Traffic That Converts
Paid Traffic That ConvertsPaid Traffic That Converts
Paid Traffic That Converts
Cody Lister
 
Ungagged Vegas November 2015 Presentation - Scaling Up
Ungagged Vegas November 2015 Presentation - Scaling UpUngagged Vegas November 2015 Presentation - Scaling Up
Ungagged Vegas November 2015 Presentation - Scaling Up
Roland Frasier
 

Similar to Lesson 13 Writing Good Ads 02 (20)

Tips for writing clickable search ad copy
Tips for writing clickable search ad copyTips for writing clickable search ad copy
Tips for writing clickable search ad copy
 
Adwords crash course
Adwords crash courseAdwords crash course
Adwords crash course
 
Ppc Rockstars Van Wagner Dynamic Keyword Insertion
Ppc Rockstars Van Wagner Dynamic Keyword InsertionPpc Rockstars Van Wagner Dynamic Keyword Insertion
Ppc Rockstars Van Wagner Dynamic Keyword Insertion
 
Marketing On A Shoestring Budget 5 14 09 Final
Marketing On A Shoestring Budget 5 14 09 FinalMarketing On A Shoestring Budget 5 14 09 Final
Marketing On A Shoestring Budget 5 14 09 Final
 
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford SaeksInformation Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
 
What is paid search
What is paid searchWhat is paid search
What is paid search
 
Bl kent distr
Bl kent distrBl kent distr
Bl kent distr
 
Class 06: Search Engine Marketing
Class 06: Search Engine MarketingClass 06: Search Engine Marketing
Class 06: Search Engine Marketing
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminar
 
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...
 
Adwords and Marketing Automation Seminar
Adwords and Marketing Automation SeminarAdwords and Marketing Automation Seminar
Adwords and Marketing Automation Seminar
 
Prabhat Shah — Taking Amazon Advertising to the Next Level
Prabhat Shah — Taking Amazon Advertising to the Next LevelPrabhat Shah — Taking Amazon Advertising to the Next Level
Prabhat Shah — Taking Amazon Advertising to the Next Level
 
The Magic of Copywriting
The Magic of CopywritingThe Magic of Copywriting
The Magic of Copywriting
 
2015 Google Adwords Training
2015 Google Adwords Training2015 Google Adwords Training
2015 Google Adwords Training
 
How to Master Your PPC Performance
How to Master Your PPC Performance How to Master Your PPC Performance
How to Master Your PPC Performance
 
Adwords
AdwordsAdwords
Adwords
 
Basic concept of Google Adwords
Basic concept of Google AdwordsBasic concept of Google Adwords
Basic concept of Google Adwords
 
Lesson 11 Writing Good Ads
Lesson 11 Writing Good AdsLesson 11 Writing Good Ads
Lesson 11 Writing Good Ads
 
Paid Traffic That Converts
Paid Traffic That ConvertsPaid Traffic That Converts
Paid Traffic That Converts
 
Ungagged Vegas November 2015 Presentation - Scaling Up
Ungagged Vegas November 2015 Presentation - Scaling UpUngagged Vegas November 2015 Presentation - Scaling Up
Ungagged Vegas November 2015 Presentation - Scaling Up
 

More from Jim Jansen

Networked Consumers: How networked and how important?
Networked Consumers:  How networked and how important?Networked Consumers:  How networked and how important?
Networked Consumers: How networked and how important?
Jim Jansen
 
Web analytics presentation
Web analytics presentationWeb analytics presentation
Web analytics presentation
Jim Jansen
 
Jjansen networked consumer_2011
Jjansen networked consumer_2011Jjansen networked consumer_2011
Jjansen networked consumer_2011
Jim Jansen
 
Web analytics webinar
Web analytics webinarWeb analytics webinar
Web analytics webinar
Jim Jansen
 
Lesson_04_ist402_google_adwords_02
Lesson_04_ist402_google_adwords_02Lesson_04_ist402_google_adwords_02
Lesson_04_ist402_google_adwords_02
Jim Jansen
 
Lesson 15 When Where To Show Your Ads
Lesson 15 When Where To Show Your AdsLesson 15 When Where To Show Your Ads
Lesson 15 When Where To Show Your Ads
Jim Jansen
 
Lesson 05 Three Course Requirements
Lesson 05 Three Course RequirementsLesson 05 Three Course Requirements
Lesson 05 Three Course Requirements
Jim Jansen
 
Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02
Jim Jansen
 
The Use of Query Reformulation to Predict Future User Actions
The Use of Query Reformulation to Predict Future User ActionsThe Use of Query Reformulation to Predict Future User Actions
The Use of Query Reformulation to Predict Future User Actions
Jim Jansen
 
Profiling a Person With Search Log Data
Profiling a Person With Search Log DataProfiling a Person With Search Log Data
Profiling a Person With Search Log Data
Jim Jansen
 
What Is Log Analyis
What Is Log AnalyisWhat Is Log Analyis
What Is Log Analyis
Jim Jansen
 

More from Jim Jansen (11)

Networked Consumers: How networked and how important?
Networked Consumers:  How networked and how important?Networked Consumers:  How networked and how important?
Networked Consumers: How networked and how important?
 
Web analytics presentation
Web analytics presentationWeb analytics presentation
Web analytics presentation
 
Jjansen networked consumer_2011
Jjansen networked consumer_2011Jjansen networked consumer_2011
Jjansen networked consumer_2011
 
Web analytics webinar
Web analytics webinarWeb analytics webinar
Web analytics webinar
 
Lesson_04_ist402_google_adwords_02
Lesson_04_ist402_google_adwords_02Lesson_04_ist402_google_adwords_02
Lesson_04_ist402_google_adwords_02
 
Lesson 15 When Where To Show Your Ads
Lesson 15 When Where To Show Your AdsLesson 15 When Where To Show Your Ads
Lesson 15 When Where To Show Your Ads
 
Lesson 05 Three Course Requirements
Lesson 05 Three Course RequirementsLesson 05 Three Course Requirements
Lesson 05 Three Course Requirements
 
Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02
 
The Use of Query Reformulation to Predict Future User Actions
The Use of Query Reformulation to Predict Future User ActionsThe Use of Query Reformulation to Predict Future User Actions
The Use of Query Reformulation to Predict Future User Actions
 
Profiling a Person With Search Log Data
Profiling a Person With Search Log DataProfiling a Person With Search Log Data
Profiling a Person With Search Log Data
 
What Is Log Analyis
What Is Log AnalyisWhat Is Log Analyis
What Is Log Analyis
 

Recently uploaded

Allopathic M1 Srudent Orientation Powerpoint
Allopathic M1 Srudent Orientation PowerpointAllopathic M1 Srudent Orientation Powerpoint
Allopathic M1 Srudent Orientation Powerpoint
Julie Sarpy
 
How to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POSHow to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POS
Celine George
 
Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...
Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...
Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...
National Information Standards Organization (NISO)
 
Introduction to Banking System in India.ppt
Introduction to Banking System in India.pptIntroduction to Banking System in India.ppt
Introduction to Banking System in India.ppt
Dr. S. Bulomine Regi
 
11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx
11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx
11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx
mansk2
 
C Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdfC Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdf
Scholarhat
 
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
Celine George
 
C# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdfC# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdf
Scholarhat
 
Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.
DrRavindrakshirsagar1
 
How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17
Celine George
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
Celine George
 
How To Sell Hamster Kombat Coin In Pre-market
How To Sell Hamster Kombat Coin In Pre-marketHow To Sell Hamster Kombat Coin In Pre-market
How To Sell Hamster Kombat Coin In Pre-market
Sikandar Ali
 
JavaScript Interview Questions PDF By ScholarHat
JavaScript Interview  Questions PDF By ScholarHatJavaScript Interview  Questions PDF By ScholarHat
JavaScript Interview Questions PDF By ScholarHat
Scholarhat
 
Open Source and AI - ByWater Closing Keynote Presentation.pdf
Open Source and AI - ByWater Closing Keynote Presentation.pdfOpen Source and AI - ByWater Closing Keynote Presentation.pdf
Open Source and AI - ByWater Closing Keynote Presentation.pdf
Jessica Zairo
 
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 SlidesHow to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
Celine George
 
Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17
Celine George
 
E-learning Odoo 17 New features - Odoo 17 Slides
E-learning Odoo 17  New features - Odoo 17 SlidesE-learning Odoo 17  New features - Odoo 17 Slides
E-learning Odoo 17 New features - Odoo 17 Slides
Celine George
 
Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...
Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...
Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...
Codeavour International
 
Imagination in Computer Science Research
Imagination in Computer Science ResearchImagination in Computer Science Research
Imagination in Computer Science Research
Abhik Roychoudhury
 
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
SSRCreations
 

Recently uploaded (20)

Allopathic M1 Srudent Orientation Powerpoint
Allopathic M1 Srudent Orientation PowerpointAllopathic M1 Srudent Orientation Powerpoint
Allopathic M1 Srudent Orientation Powerpoint
 
How to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POSHow to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POS
 
Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...
Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...
Lange and Roberts "DEIA in the Scholarly Landscape Session 5: DEIA in Peer Re...
 
Introduction to Banking System in India.ppt
Introduction to Banking System in India.pptIntroduction to Banking System in India.ppt
Introduction to Banking System in India.ppt
 
11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx
11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx
11EHS Term 3 Week 1 Unit 1 Review: Feedback and improvementpptx
 
C Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdfC Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdf
 
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
 
C# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdfC# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdf
 
Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.
 
How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
 
How To Sell Hamster Kombat Coin In Pre-market
How To Sell Hamster Kombat Coin In Pre-marketHow To Sell Hamster Kombat Coin In Pre-market
How To Sell Hamster Kombat Coin In Pre-market
 
JavaScript Interview Questions PDF By ScholarHat
JavaScript Interview  Questions PDF By ScholarHatJavaScript Interview  Questions PDF By ScholarHat
JavaScript Interview Questions PDF By ScholarHat
 
Open Source and AI - ByWater Closing Keynote Presentation.pdf
Open Source and AI - ByWater Closing Keynote Presentation.pdfOpen Source and AI - ByWater Closing Keynote Presentation.pdf
Open Source and AI - ByWater Closing Keynote Presentation.pdf
 
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 SlidesHow to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
 
Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17
 
E-learning Odoo 17 New features - Odoo 17 Slides
E-learning Odoo 17  New features - Odoo 17 SlidesE-learning Odoo 17  New features - Odoo 17 Slides
E-learning Odoo 17 New features - Odoo 17 Slides
 
Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...
Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...
Codeavour 5.0 International Impact Report - The Biggest International AI, Cod...
 
Imagination in Computer Science Research
Imagination in Computer Science ResearchImagination in Computer Science Research
Imagination in Computer Science Research
 
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
 

Lesson 13 Writing Good Ads 02

  • 1. Ads (Some Advanced Stuff) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  • 2. Writing Key Words Ads Your ad has three goals, which are: Generating clicks from potential customers Discouraging clicks from unlikely customers Setting customer expectations for the landing page (i.e., want a positive customer experience)
  • 3. Writing Key Words Ads You get 4 lines of 25, 35, 35, and 35 characters Line 1 (headline): Make the potential customer read the second and third lines Line 2 and 3: Set expectations for what is on the landing page Line 4: Points to a relevant landing page and establishes trust
  • 4. Think of Each Line As Having a Separate Goal/Being a Component There are four components to a search marketing ad. The Headline: grabs the user’s attention The Description Line: clearly defines the product or service you have to offer, and how it will meet the need indicated by a user’s search. The “Call to Action”: tells the customer what to do after they click on your ad and land on your Web site. This should be related to the type of conversion you’re trying to achieve, from newsletter sign-ups to online sales. URL: establishes trust and is relevant
  • 5. Let’s Look at Some Ads
  • 6. Writing Keywords Ads: Headlines Comparisons (example: “Cheaper Than Wal Mart”) Divulge "secret" or cutting-edge information (example: “Wealth Strategies Exposed”) Be a story teller (example: “I Lost 8 Pounds in a Week”) Give instructions (example: “How to Get a 6 Pack”) Arouse curiosity with questions (example: “Want to Make $500 Per Hour?“) Capitalize (example: “Want the Best Pizza in Town?”) Stay away from "Buy “ (Use " Discount ", " Sale ", " Special Offer " and " Coupon “) Be creative and unpredictable Dynamic Keyword Insertion (more on this later)
  • 7. What are some good call to actions? Best Call-to-Action Phrases Book Now Reserve Save Now Discover your Sign up Today Buy Now Pay Less Order now Research Download Not so Good Call-to-Action Phrases Join now Call us Join Borrow Apply Now Try  Don’t miss Shop Now Subscribe
  • 8. What about the URLs? Each keyword can point to a unique URL
  • 9. Dynamic Keyword Insertion Dynamic Keyword Insertion is an advanced feature Will insert individual keywords into the same ad text A user sees a distinct ad for their keyword search, if their keyword triggers one of your ad group keywords. This minimizes the work you'll need to do to manage larger ad groups and campaigns. Let’s see an example …
  • 10. Example (Say this is an ad you create in AdWords) Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. Free shipping! http://www.example.com/?kw={keyword:nil} Say the query is: mountain bikes Quality MOUNTAIN BIKES Selection of Mountain Bikes in stock. Free shipping! http://www.example.com/?kw=mountain bikes The user would see this ad ->
  • 11. Example (Say this is an ad you create in AdWords) Quality {KEYWORD:Bikes} Selection of {KeyWord:Bikes} in stock. Free shipping! http://www.example.com/?kw={keyword:nil} Say the query is: Cannondale Quality CANNONDALE Selection of Cannondale in stock. Free shipping! http:// www.example.com/?kw = cannondale The user would see this ad ->
  • 12. Dynamic Keyword Insertion There are variations you can use to capitalize your dynamically inserted keyword as follows: keyword - No capitalization, all word(s) are in lower case Keyword - The first word is capitalized KeyWord - Every word is capitalized KEYword - Every letter in first word is capitalized KEYWord -Every letter in the first word AND the first letter of the second KEYWORD - Every letter is capitalized How do we do it?
  • 13. Some Good Readings and Other Things 10 Sure-Fire Headline Formulas That Work - http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ 31 Killer Writing AdWords Ads Tips - http://www.googlelady.com/416/10-killer-headline-adwords-tips/ Google Local Business - https://www.google.com/local/add/login Google Checkout - https://checkout.google.com/seller/?hl=en&gl=GB
  • 14. Keyword Advertising Exercise Read the Tutorial at http://adwords.google.com/support/bin/answer.py?answer=74996&hl=en_US Using one of the AdGroups that you are response for, design a Dynamic Keyword Insertion ad for that AdGroup (include Dynamic Keyword in headline, snippet, and URL Now, test what the user would see for each keyword in your AdGroup (i.e., simulate the dynamic Insertion) Which keywords make sense for Dynamic Keyword Insertion? Think about putting these in a separate AdGroup. Once done – team time!
  • 15. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]