tricks to get the click: actionable tips for creating better ppc text ads [webinar]

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Meet the Experts!

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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

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• 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

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Importance of Ad Text Optimization

Purpose of Ad Text Optimization

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• 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

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Max CPC x Quality Score = Ad Rank

AdWords Auction Formula: Actual CPC

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Ad Rank of Person Below You / Your Quality Score +

$0.01 = Actual CPC

Value of Quality Score

CPC Savings vs. Score

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Organization Impacts Performance

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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

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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?

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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?

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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

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Feature Benefit Matrix

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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!

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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”

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• Ask Questions

– Grabs Attention

– Can Empower Their Research

– Prequalifies Prospects

– Catalyzes Conversion

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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

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Creative Tactics

• Use Active Verbs

– Increase

– Improve

– Experience

– Save

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Creative Tactics

• Include an unexpected Call-to-Action

– Savings

– Instant Gratification

– Bonus Offer

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Creative Tactics

• Don’t Repeat Yourself

– Space is Limited

• Business Name in Headline and Display URL

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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

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Technical Tactics

• Punctuate the End of Line 1:

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Best Practices Check

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Mobile Ad Best Practices

Mobile Ads

• Use a Mobile Preferred Ad

– Few WordStream Customers with Enhanced

Campaigns have Mobile Preferred Ads selected.

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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

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Dynamic Keyword Insertion

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• 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”

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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

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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

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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

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Common Mistakes

Don’t Let Your Ads Become Disapproved!

• Excessive Capitalization

– Too much capitalization can look spammy in Google’s

eyes

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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

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Domains must match

Don’t Let Your Ads Become Disapproved!

• Phone Number in the Ad Text

– Google is pushing for call extensions

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Number in text = bad Call Extension = good

Don’t Let Your Ads Become Disapproved!

• Excessive Punctuation

– This includes any repeated punctuation or symbols

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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

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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

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• 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

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