Creating Great PPC Ads

Market Motive – TrainingCreating Great PPC Ads

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© Claude Oggier May, 2010 1Data Source - MarketMotive.com

© Claude Oggier May, 2010 2

Designing and writing your PPC ads means research, creativity, and a little psychology. You will learn how to prepare for the job - collecting resources, looking at competitors, make comparisons, defining your benefits, and choosing the all important words and phrases that will lead to conversion.

You will learn: What to look for when evaluating your competitors How to lay out a spreadsheet defining features and benefits Why your ad isn't supposed to get a sale The fundamentals of ad group keywords How to craft the perfect headline What you should lead off with in the first line of your ad Why the call for action belongs in the second line of your ad The critical elements of your display URL

Creating Great PPC Ads

Data Source - MarketMotive.com


Do some searches on Google Yahoo and Bing to see the ads your competitors are running

Clip and save some representative examples Ones run by our biggest competitors Some you feel intuitively are better than average

Collecting Your Resources



You need to understand and list the advantages your competitors believe are their most important ones, and gain inspiration for your own organization’s list.

List of common advantages: Lower price Higher quality Free and/or shipping Large selection Great Customer Service Prestigious Products or brands Greater convenience Greater security Quality or performance guarantee Comprehensive feature set

Surveying Your Competition



Create and excel worksheet and list your advantages and benefits

Listing your own Advantages and Benefits



Your Ad’s objective is mainly this, and only this: GET THE CLICK

Don’t expect to make a sale, that is the PPC landing page’s job

Writing Right



Ad Group KeywordsAn ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords.

Example: “red sneakers” Best red sneakers Red sneakers online Durable red sneakers Red Basketball sneakers

The Fundamentals

Shop Ecko Red FootwearYour Exclusive Source For Ecko Red Footwear. Get The Latest Styles.driays.com



Whenever possible, speak directly to the reader by using words like “you” or “your.”

People respond better when the advertiser is taking a personal interest in them and has what it takes to satisfy the searcher’s need or desire.

Talk to the reader



Action words and imperative verbs work well, such as the following Get Shop See Find Buy

Make It Clear What You Are Selling If your site sells something, make it clear that the ad leads you to an e-commerce site –

include price information.

Example: A site that sells photos of sports figures can minimize the number of expensive clicks from people who just want to see or print such photos by including a phrase like “Prices as low as 69CHF.”

Tell the Readers what You Want Them To Do



An ad with words in the title case (where the first letter of each significant word is capitalized) often performs better than a version of the same ad with lowercase letters

Example:

Use Title Case

Shop Ecko Red FootwearYour Exclusive Source For Ecko Red Footwear. Get The Latest Styles.driays.com



People will more often take action if it’s explicitly spelled out for them. Be more creative than just saying: “Visit our Site” , “Click to see.”

Example:

Call Readers to Action



Exclamation points can significantly increase click-through rates Don’t omit punctuation marks because your ads might appear incorrectly

under some circumstances.

Use Appropriate Punctuation to Emphasize Action



Your ads should emphasize the benefits of your offering Features describe the product and / or service you’re selling Benefits describe the positive emotions your customers will experience

Benefits sell better than features



Underscore your competitive advantages, especially if you’re in a crowded field of competitors

Example:Hotel SoftwareMaximize your profits. Top rated by experts 2008-2009www.hotelsoft.com

Stand out In highly competitive markets, create ads that are very different than the

competitors ads

Example Travel Agency ad:Have a Bad TripUnless you see our low rates and great customer servicewww.gowayswithus.com

If You’ve Got It, Flaunt It



Headlines work best when the search term is included Include 2 or 3 of the same keywords in each ad group as well as modifying words that

might correspond to the way people search

For example consider an ad group that contains the following keywords Refinance mortgages rates Mortgage refinance Low mortgage rates

If the search term is “refinancing my mortgage to get lower rates” than the ad will be displayed as follows, with important words highlighted:

Refinance Your MortgageApply now! Lower Rates and a Fatter Wallet Every Month!www.yetanotherMortgage Bank.com

The Headline: The Most Important Characters



PPC ads work best when you lead of with the features and benefits of the offer in the first line.

Line 1



Give explicit directions to the reader

Line 2: Urgent Call To Action



It must contain the root domain name of your site Its syntax must adhere to the rules describing legal URLs

The Display URL



Industry Examples



Industry Examples: Multiple-Product retailer



Industry Examples: B2B service provider



Industry Examples: Professional services provider



Industry Examples: Financial services provider



Persuasive momentum

1. Who are we trying to persuade to take the action?2. What is the action we want someone to take?3. What does that person need in order to feel

confident taking that action?

Things to remember


Education

Creating Great PPC Ads