Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar]

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Information about Tricks to Get the Click: Actionable Tips for Creating Better PPC Text...

Published on August 27, 2013

Author: WordStream



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If you want to sell products or generate leads online, a conversion-optimized website is Step 1. But it doesn't matter how beautiful your website is if people never get there!

That's why it's so important to write compelling ads that demand to be clicked.

In this webinar, WordStream's PPC Customer Success Strategists Caleb Hutchings and Zina Kayyali share actionable tips for creating better PPC text ads. You'll learn:

- A top level overview of click-through rate and why it's so important
- How to optimize your ad text: Where to start? What actions should you take to make improvements?
- Common mistakes people make when setting up their ads: you'll be
- Real world examples and actionable tips to test on your campaigns

View these slides now to learn how you can start writing stronger, more clickable ads today!


Meet the Experts! CONFIDENTIAL – DO NOT DISTRIBUTE 2 Caleb Hutchings Zina Kayyali • Client Success Specialists • AdWords and Bing Ads Certified • Portfolios Cross Major Industries • Clients Range $200 - $96,000K Monthly Spend

Today’s Agenda CONFIDENTIAL – DO NOT DISTRIBUTE 3 • Importance of Ad Text Optimization – Relationship to CTR and Quality Score • Discounted CPC • Page Position • Higher Impression Share • Tactics to Create Powerful Ads – Feature Benefit Matrix – Creative and Technical Tactics • Testing and Optimizing Your Ads – Ad Settings – Common Mistakes

CONFIDENTIAL – DO NOT DISTRIBUTE 4 Importance of Ad Text Optimization

Purpose of Ad Text Optimization CONFIDENTIAL – DO NOT DISTRIBUTE 5 • Ad Text is assessed by Quality Score: – Relevancy – Click-through rate • Google rewards high QS with: – Higher ad rank – Lower cost per click – More impression share

AdWords Auction Formula: Ad Rank CONFIDENTIAL – DO NOT DISTRIBUTE 6 Max CPC x Quality Score = Ad Rank

AdWords Auction Formula: Actual CPC CONFIDENTIAL – DO NOT DISTRIBUTE 7 Ad Rank of Person Below You / Your Quality Score + $0.01 = Actual CPC

Value of Quality Score CPC Savings vs. Score CONFIDENTIAL – DO NOT DISTRIBUTE 8

Organization Impacts Performance CONFIDENTIAL – DO NOT DISTRIBUTE 9 1. Identify specific keywords and negatives 2. Group closely related keywords together 3. Create relevant ad copy and landing pages 4. Repeat! Bad Better Ideal Shorts, Shirts, Pants, Skirts, Blouses, Dresses, T-shirts Jean Shorts, Blue Shorts, Cutoff Shorts, Women’s Shorts, Cheap Shorts, Long Shorts Blue Jean Shorts, Cutoff Jean Shorts, Jean Shorts Cheap, Women’s Jean Shorts, Jean Shorts Online


Getting Started • Your Offer – What are the features and corresponding benefits of your product/service? • Your Unique Selling Point – What unique benefits sets you apart from your competition? Why should searchers choose you? CONFIDENTIAL – DO NOT DISTRIBUTE 11

Discover Your USP / Offer: • What is your #1 question about ____ ? • What caused you to look for _____ today? • What would you like us to help you with today? CONFIDENTIAL – DO NOT DISTRIBUTE 12


Where to Start: • Brainstorm Content – Exercise Your Knowledge of the Product and Benefits – Imagine Yourself as a Customer • Create More Content Than You Need – Explores All Potential Customers – Concepts Evolve • Design and Write • Add Structure Using the Feature Benefit Matrix CONFIDENTIAL – DO NOT DISTRIBUTE 14

Feature Benefit Matrix CONFIDENTIAL – DO NOT DISTRIBUTE 15 Free Shipping Free Expert Travel Advice Save money What you see is what you pay Stay in budget Extra bonus added to purchase Confidence Greater Experience Buy Today & Save! Discover your adventure!

CONFIDENTIAL – DO NOT DISTRIBUTE 16 Creative and Technical Tactics

Creative Tactics • Use “You” and “You’re” – Drive Personal Context • Don’t Deceive – Authenticity is Key • Include Provocative Language – “Email is Not Dead” – “Stop Wasting Time” CONFIDENTIAL – DO NOT DISTRIBUTE 17

• Ask Questions – Grabs Attention – Can Empower Their Research – Prequalifies Prospects – Catalyzes Conversion CONFIDENTIAL – DO NOT DISTRIBUTE 18 Creative Tactics

• Take Full Advantage of Display URL – Must have same domain as destination URL – Doesn’t influence forwarding link VS. • • • CONFIDENTIAL – DO NOT DISTRIBUTE 19 Creative Tactics

• Use Active Verbs – Increase – Improve – Experience – Save CONFIDENTIAL – DO NOT DISTRIBUTE 20 Creative Tactics

• Include an unexpected Call-to-Action – Savings – Instant Gratification – Bonus Offer CONFIDENTIAL – DO NOT DISTRIBUTE 21 Creative Tactics

• Don’t Repeat Yourself – Space is Limited • Business Name in Headline and Display URL CONFIDENTIAL – DO NOT DISTRIBUTE 22 Creative Tactics

Technical Tactics • High Volume Keyword in Headline – Additional Keywords in Body • Use Symbols, but Sparingly – Can Differentiate – Can Also Have You Disapproved • Use Title Case – Statistically Higher CTR CONFIDENTIAL – DO NOT DISTRIBUTE 23

Technical Tactics • Punctuate the End of Line 1: CONFIDENTIAL – DO NOT DISTRIBUTE 24



Mobile Ads • Use a Mobile Preferred Ad – Few WordStream Customers with Enhanced Campaigns have Mobile Preferred Ads selected. CONFIDENTIAL – DO NOT DISTRIBUTE 27

Mobile Ads • Unique Calls to Action Catered to Device – Call Now! – “At Your Fingertips” • Direct to a Mobile Optimized Page – – Build Your Mobile Page CONFIDENTIAL – DO NOT DISTRIBUTE 28

Dynamic Keyword Insertion CONFIDENTIAL – DO NOT DISTRIBUTE 29 • Dynamic Keyword Insertion allows you to dynamically insert a keyword from your ad group into your ad text • Capitalization: keyword = “leather couches” Keyword = “Leather couches” KeyWord = “Leather Couches” KEYWORD = “LEATHER COUCHES”

CONFIDENTIAL – DO NOT DISTRIBUTE 30 Testing & Optimizing Your Ads

Create Multiple Ads • Maximum of 2-4 ads per ad group • Different text appeals to people in different ways • You want to capture as many prospects as possible Confidential – Do Not Distribute 31

CONFIDENTIAL – DO NOT DISTRIBUTE 32 Enable Conversion Tracking

Track Those Conversions • Conversion Tracking can drastically improve performance analysis • You can adjust ad text based on which ads are generating conversions Confidential – Do Not Distribute 33


Think About Your Ad Settings – Ad Rotation • Rotate – Ads are served evenly until you specify otherwise • Optimize – Ads are served evenly for a period of time only – Google then runs the top-performing (by clicks) ads more frequently • Conversion Optimize - Ads are served evenly for a period of time – Google then runs the top-performing (by conversions) ads more frequently Confidential – Do Not Distribute 35


Don’t Let Your Ads Become Disapproved! • Excessive Capitalization – Too much capitalization can look spammy in Google’s eyes Confidential – Do Not Distribute 37 Too many capitals

Don’t Let Your Ads Become Disapproved! • Different Display URL and Destination URL – The only condition is that the domain of each must be the same Confidential – Do Not Distribute 38 Domains must match

Don’t Let Your Ads Become Disapproved! • Phone Number in the Ad Text – Google is pushing for call extensions Confidential – Do Not Distribute 39 Number in text = bad Call Extension = good

Don’t Let Your Ads Become Disapproved! • Excessive Punctuation – This includes any repeated punctuation or symbols Confidential – Do Not Distribute 40 Too many exclamations!

Don’t Let Your Ads Become Disapproved! • Mentioning a Competitor’s Brand Name – Making a claim that your company is superior to the competition Confidential – Do Not Distribute 41 Can’t mention competition

One Last Thing to Keep in Mind • Make sure testing variables are small and easy to measure • Try testing one element of the ad at a time Confidential – Do Not Distribute 42

• Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 9 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) Grade Yourself!

Thanks! Thank you for attending WordStream’s webinar on Optimizing PPC Ad Text! #wordstream Don’t forget to sign up for a Free Trial of WordStream: Grade Your AdWords Account Today: Additional questions about WordStream Services? Contact our team of AdWords Certified Professionals: 1-855-967-3787

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