In my last article we talked about basic paid search marketing tips and now we are going to get more detailed on each aspect of paid search marketing.
Writing a search ad can be difficult, because you really don’t have the space to get creative. The characters go by real fast, especially if you’re trying to use words that are very descriptive.
When I write an ad, I look at two things: what’s is the landing page and what is the keyword theme of the ad group. With these two things in mind, a successful ad communicates what is on the other end of the click, and uses the motive behind the keyword choice for why I should click through. I am a big fan of paid search optimization starting from the ad and ending on the landing page. If you think they are seperate functions I can tell you that you will not be successful in your search marketing. Why? Because you can get all the clicks in the world which will not amount to sales, leads, or downloads which makes your ROI skyrocket.
Think as your visitors. What are their expactions? What are they looking for the answer to? If the landing page is exactly what the visitor is expecting to see, it’s a qualified click because they wanted to be there. So here’s my list of top ten considerations when writing ad copy:
1. Include a compelling call to action – Get the words “you” and “yours” in the ad.
2. Set the expectation that the landing page will match.
3.Get your kewords your bidding on in the title and description.
4. Write multiple ads that will differentiate the from the other ads on the page.
5.Have a clear message and make sure it address the motive of the visitor.
6. Include a benefit like a free download, incentive, or competitive advantage.
7.Answer the questions of your visitors.
8. Click through rate is the goal but with quality of visitor in mind so don’t get gimmicky.
9. Don’t try to use all the characters if you have left over ones. this will make the ad more complicated.
10. Get creative and test! There is no reason why you have 1-2 ads running per ad group.
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