Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar]

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Meet the Experts!


Caleb Hutchings [email protected]

Zina Kayyali [email protected]

• Client Success Specialists

• AdWords and Bing Ads Certified

• Portfolios Cross Major Industries

• Clients Range $200 - $96,000K Monthly Spend

mailto:[email protected]

mailto:[email protected]

Today’s Agenda


• 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


Importance of Ad Text Optimization

Purpose of Ad Text Optimization


• 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


Max CPC x Quality Score = Ad Rank

AdWords Auction Formula: Actual CPC


Ad Rank of Person Below You / Your Quality Score +

$0.01 = Actual CPC

Value of Quality Score

CPC Savings vs. Score


Organization Impacts Performance


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


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?


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?



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


Feature Benefit Matrix


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!


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”


• Ask Questions

– Grabs Attention

– Can Empower Their Research

– Prequalifies Prospects

– Catalyzes Conversion


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


Creative Tactics

• Use Active Verbs

– Increase

– Improve

– Experience

– Save


Creative Tactics

• Include an unexpected Call-to-Action

– Savings

– Instant Gratification

– Bonus Offer


Creative Tactics

• Don’t Repeat Yourself

– Space is Limited

• Business Name in Headline and Display URL


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


Technical Tactics

• Punctuate the End of Line 1:


Best Practices Check



Mobile Ad Best Practices

Mobile Ads

• Use a Mobile Preferred Ad

– Few WordStream Customers with Enhanced

Campaigns have Mobile Preferred Ads selected.


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


http://www.google.com/think/collections/make-website-work-across-multiple-devices.html

Dynamic Keyword Insertion


• 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”


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


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



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



Common Mistakes

Don’t Let Your Ads Become Disapproved!

• Excessive Capitalization

– Too much capitalization can look spammy in Google’s

eyes


Too many capitals


• Different Display URL and Destination URL

– The only condition is that the domain of each must be

the same


Domains must match


• Phone Number in the Ad Text

– Google is pushing for call extensions


Number in text = bad Call Extension = good


• Excessive Punctuation

– This includes any repeated punctuation or symbols


Too many exclamations!


• Mentioning a Competitor’s Brand Name

– Making a claim that your company is superior to the

competition


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


• 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

http://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:


Additional questions about WordStream Services?

Contact our team of AdWords Certified Professionals:

1-855-967-3787

Technology

Tricks to Get the Click: Actionable Tips for Creating Better PPC Text Ads [Webinar]