Published on August 27, 2013
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Meet the Experts! CONFIDENTIAL – DO NOT DISTRIBUTE 2 Caleb Hutchings Chutchings@wordstream.com Zina Kayyali Zkayyali@wordstream.com • 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
CONFIDENTIAL – DO NOT DISTRIBUTE 10 Creating Powerful Ads
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
CONFIDENTIAL – DO NOT DISTRIBUTE 13 The Creative Process
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 Boston.com VS. • Boston.com/news • Boston.com/deals • Boston.com/your-town 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
Best Practices Check CONFIDENTIAL – DO NOT DISTRIBUTE 25
CONFIDENTIAL – DO NOT DISTRIBUTE 26 Mobile Ad Best Practices
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 – HowToGoMo.com – 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
CONFIDENTIAL – DO NOT DISTRIBUTE 34 Ad Settings – Ad Rotation
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
CONFIDENTIAL – DO NOT DISTRIBUTE 36 Common Mistakes
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! http://www.wordstream.com/google-adwords www.wordstream.com/google-adwords
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: http://www.wordstream.com/ppc-free-trial Grade Your AdWords Account Today: http://www.wordstream.com/google-adwords Additional questions about WordStream Services? Contact our team of AdWords Certified Professionals: 1-855-967-3787
Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...
In this presentation we will describe our experience developing with a highly dyna...
Presentation to the LITA Forum 7th November 2014 Albuquerque, NM
Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads ... Zina Kayyali share actionable tips for creating better PPC text ...
... Tricks to Get the Click: 10 Tips for Writing Better PPC Text Ads ... 10 Tips for Writing Better PPC Text Ads ... Creating these ads, ...
TRICKS TO GET THE CLICK 13 TIPS FOR ... 13 TIPS FOR WRITING BETTER PPC TEXT ADS ... or other tricks will get you as much lift as an ad that is ...
The tips and tricks you need ... Guide to LinkedIn PPC Ads: ... Consider that your daily budget has to be enough to supports clicks you are looking to get.
... on are not seeing your text ads (no see = no click ... to get his tips for actionable paid ... PPC / SEM Analytics: 5 Actionable Tips To ...
What is Visual Brand Identity? ... Get specific with these questions: Age, Gender, ... DIY, and helpful tips and tricks.
The State University of New York at Plattsburgh offers these helpful writing tips: Google likes text; ... Actionable content includes: a ... When creating ...
Amazon Sponsored Ads (PPC) Presentation - Advanced Tips; ... Click: Actionable Tips for Creating Better PPC Text ... Pay Per Click PPC ...
Marketing Tips. Skip navigation Lynda ... Create better audience targets for PPC marketing . 6m 18s ... Prequalifying traffic when running pay-per click ads .