Shakespeare's Guide to Creating PPC Ads

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copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

William Shakespeare’s Strategies for Writing PPC Ads

With Mike Ramsburg, Agency Program Manager for Trada

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

William Shakespeare’s Strategies for Writing PPC Ads

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

William Shakespeare’s Strategies for Writing PPC Ads

A great PPC ad:

•  encourages a searcher to click

•  is relevant to landing pages, ad groups, and keywords

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

William Shakespeare’s Strategies for Writing PPC Ads

Hast Thou Need for Scarves? You’ll be compared with summer days. Free delivery by oxcart! ShakespeareScarves.com/summerscarves

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

William Shakespeare’s Strategies for Writing PPC Ads

Christopher Marlowe (not as famous)

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

William Shakespeare’s Strategies for Writing PPC Ads

The four horsemen of PPC - how to make sure your keywords, ad groups, landing pages and ads are all working in tandem to beat your competitors.

Google's limitations - we'll give you the expertise you need to use them for your benefit!

Real-time data as instant market research - how to use what you learn from paid search to inform creative approaches in other marketing channels - online and offline.

Maximize your 70 characters - you really can write a complete - and compelling - story in three lines.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

The Four Horsemen of PPC

Keywords

Ad groups

Landing pages

Ads

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

The Four Horsemen of PPC

Keywords

Remember that the keyword is what triggers the ad.

In the interest of Quality Score, the keyword and ad must be relevant.

Classic Blue Men’s Polos 100% Cotton, made in the USA. Fall Sale, Free Shipping! BigBluePolos.com/classicblue

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

The Four Horsemen of PPC

Ad Groups

Write your ads at the ad group level.

Keep your ad groups small, so that you can write an ad that is relevant to all of the keywords.

You can use Dynamic Keyword Insertion to automate relevancy.

Buying:

Buy a Ford F 150 Where to buy Ford F 150

Leasing:

Lease a Ford F 150 Leasing options Ford F 150

Test Driving:

Test Drive a Ford F 150 Try Ford F 150

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

The Four Horsemen of PPC

Ad Groups

Do: Bid on misspellings and competitor’s terms.

Do not: combine with dynamic keyword insertion, or this might happen!

Illegal Competitor’s Term Don’t mix your competitor’s terms with DKI! BigBluePolos.com/gonnagetsued

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

The Four Horsemen of PPC

Landing Pages

Remember that this is where the click will take your searcher. Utilize ‘deep-linking’!

Before you write your ads, make sure your landing pages are in good shape – with keyword-dense, relevant material.

You may use material from a good landing page to inform your ad copy.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

The Four Horsemen of PPC

Ads

Is the keyword included in the text?

Are you driving to the right landing page?

Are you echoing language from the landing page?

Is your display URL category-specific? (www.mikesautos/FordF-150)

Have you differentiated yourself?

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Google’s Limitations

Why does Google have such a strict format?

Google has built its empire on a positive user experience.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Google’s Limitations

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Google’s Limitations

This ad might look boring in comparison.

But it’s effective.

Organic Wool Scarves Hand-knitted in the USA. Buy before 10/31 for Free Shipping! BigRedScarves.com/organicwool

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Google’s Limitations

Why is it effective?

When all ads look the same, the user is drawn to the ad with the best value proposition.

So:

When writing an ad, be sincere and offer a value prop specific to the user’s search terms.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Real-time Data as Instant Market Research

You can use what you learn from PPC to inform your marketing activities – online and offline.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Real-time Data as Instant Market Research

1.  Create 4 ads for each ad group 2.  Write 4 different messages

Organic Wool Scarves Hand-knitted in the USA. Cruelty-free, Finest quality. BigRedScarves.com/organicwool

Buy Wool Scarves Hand-knitted in the USA. 1000’s of Colors, Free Shipping! BigRedScarves.com/organicwool

{Keyword:Blue Wool Scarves} Hand-knitted in the USA. Shop dozens of shades! BigRedScarves.com/organicwool

{Keyword: Soft Wool Scarves} Hand-knitted in the USA. Buy before 10/31 for Free Shipping! BigRedScarves.com/organicwool

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

Relevant Search Phrase Details, Differentiators, Call to Action DisplayURL.com/relevantsearchphrase

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

Organic Wool Scarves Hand-knitted in the USA. Order by 10/31 for Free Shipping! BigRedScarves.com/organicwool

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

1. Use all 70 Characters!

Scarves Well made. Best value! Scarves.com

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

2. Leverage your work in other channels.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

3. Create a sense of urgency.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

4. Use a call to action.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

5. Use Title Casing.

organic wool scarves hand-knitted in the USA. Order by 10/31 for free shipping! bigredscarves.com/organicwool

Organic Wool Scarves Hand-knitted in the USA. Order by 10/31 for Free Shipping! BigRedScarves.com/OrganicWool

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

6. Keep your grammar tidy.

Organic Wool Scarves!!! Hand knitteing in the USA. lots’s of colors, Free Shipping!!! BigRedScarves.com/organicwool

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

7. Let people know that you are the ‘official site’!

Rare Caterpillar Bweenie Blabies Limited Edition, Excellent condition. Get your hands on Bweenie Blabies! BweenieEmporium.com/caterpillar

Rare Caterpillar Beanie Babies Limited Edition, Excellent condition. Official Site of Beanie Babies! BeanieEmporium.com/caterpillar

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

Dynamic keyword insertion can add relevance to a diverse audience.

Searchers are more likely to click an ad that includes the exact phrase they searched for.

8. Use Dynamic Keyword Insertion.

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Maximize Your 70 Characters

1. Write your ad in this format:

2. When someone searches for this and your ad is served:

3. They will see this ad: Keywords in your Ad Group: • Good Online Marketing • Professional Online Marketing • Easy Online Marketing • Affordable Online Marketing

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

4. If the search term is too long (over 25 characters)

5. The ad will appear in its “default” form.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

The rules:

1.  Keep your ad groups focused 2.  Do not combine dynamic keyword insertion with broad match

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

Here’s what can happen if you’re not careful with dynamic keyword insertion.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

To check that your dynamic keyword insertion is working properly, you can run a keyword query report in Google Adwords.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

You will be able to see the exact phrases that were searched for.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

9. Be Conversational.

Like Nike Shoes? Get 20% off at Big Red Foot! All styles, Free Shipping! BigRedFoot.com/NikeShoes

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

9. Be Conversational.

Like Nike Shoes? Get 20% off at Big Red Foot! All styles, Free Shipping! BigRedFoot.com/NikeShoes

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Maximize Your 70 Characters

10. Be smart and test, test, test.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

It takes a long time to write so many thoughtful ads.

Best practices:

Keep your ad groups small and focused

10-20 keywords per ad group, depending on the content

Write 4 ads per ad group

That’s a lot of ads.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

You can also use Trada

www.trada.com

Trada’s crowdsourced model puts dozens of certified experts to work on your campaign at the same time.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Trada’s Optimizers are experts

Trada’s certified PPC experts know how to write compelling ad copy: •  calls to action •  value propositions •  attention-grabbing headlines

Because multiple Optimizers will work on your campaign at the same time, your campaign will benefit from the creation of thousands of low cost long tail keywords.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

How it works

1.  You specify your budget, which ad networks you’d like to run on, and the price you’re willing to pay for a click or conversion.

3.  PPC experts – multiples of them - begin working on your campaign at the same time, adding ad groups, ads, keywords, etc. They only earn money when they meet your campaign goals.

5.  You can review the performance of all ads and keywords running in your campaign and reject ones you don’t like.

Remember: there are no management or startup fees to use Trada.

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

You can also use Trada.

Questions? Now’s the time to ask.

www.trada.com

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Thank you!

Thank you for joining us!

www.trada.com

For a copy of this presentation: asawyer@trada.com

For more information about Trada or a tour of the Marketplace: sales@trada.com