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Improve Your PPC Ad Copy to Attract More Eyeballs

Google Adwords Ad Copy Optimization

Your customer is always searching for you online, and even though you have your Pay Per Click Advertising campaign running – they may not find you! Google Inside Adwords blog has recently posted a video, highlighting some of the best practices of writing your Google Adwords Ad copy. [If you are viewing this via Email – click here to watch the video]

Write Better Pay-Per-Click Ads – Follow Google’s Guideline

  • Use your keywords in the ad text as it will appear in bold when your potential customer performs a search using those keywords.
  • Be specific when creating your ad. An Ad that is very general in nature is less likely to do well compared to an ad which is very specific.
  • Include a Special Officer or Unique selling point in your ad copy. Example – 10% discount, Free home delivery etc.
  • Include a call-to-action in your ad. Think about what would you want your customers to do after they see your ad and state that clearly in your ad copy. Example – Buy now while stock lasts!, Request a Free Quotation etc.
  • Make your ad text inter capitalized. Capitalize the first letter of each word in your ad copy as it looks more professional and has more chances of being seen and clicked.
  • Don’t take your customer to your home page once they click on your ad. Instead take them to a specific landing page that supports your ad copy and the product that you are selling.

Yahoo Sponsored Search Improvements 2010

yahoo-search-marketingYahoo will be rolling out two new features for it’s sponsored search program, that will likely give advertisers more transparency & control over their accounts.

Network Distribution Feature: This will let you run ads on Yahoo! search pages, yahoo partners’ sites, or both. If you run your ads on yahoo’s entire network (search & partners), you can now set different bids. This is very similar to how Google Adwords bidding works, where you can choose different bid price for search & content network.

Import Campaign Data from Google Adwords: Since many advertisers are often existing users of Google Adwords, Yahoo is making it easier the Adwords users to bring in their campaign data & settings with them so that they can start at Yahoo more comfortably. Advertisers can import their files by simply clicking the “Import Campaigns” button. Yahoo strongly believes that the the ease of launching campaigns with existing data will encourage more advertisers to use Yahoo! Search Marketing.

Well I have to say that this is indeed a cool feature. Many advertisers doesn’t want to spend the extra time to go through all the steps of setting up an ad campaign. Once yahoo brings out this easy import feature, many adwords advertisers are likely to try out Yahoo’s network.

If you are interested to see how these features will work, check out the video below:


SearchMe Adview – Visual Paid Search

Wouldn’t it be great if your paid search becomes both relevant & visual? Well I guess we don’t have to wait any longer for that to happen. Techcrunch has just reported that the visual search engine startup – Searchme has launched their own version of Paid Advertising Program called AdView.

search-me-adview

The only difference between Google’s Adwords & this Adview program is that instead of just displaying paid text links it will be presenting a previews of entire landing page of the ad including videos and other interactive & dynamic elements.

Advertisers – Sign Up for SearchMe Adview

If you are interested to try out this new advertising platform, you can sign up for a free trial. This offer is only available to the first 500 companies or individuals (must be from US) that sign up here. If you are lucky, you get to run a free ad campaign on SearchMe for 30 days. So Hurry!


Yahoo to Introduce New Ad Products

yahoo-logoYahoo! Inc. has reported that they are going to launch three brand new targeting products for brand and performance marketers that are specially designed to help them reach the audiences that matter most when advertising online.

Barry Schwartz at Search Engine Land explains that this will give advertisers the ability to show graphic ads to users based on their previous search history. Advertisers will also be able to target those graphic ads based based on what other web sites that user visited and their actions on those web sites.

As the economy continues to put pressure on advertising budgets, marketers are looking for increased accountability for every dollar they spend. Yahoo!’s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability,” said Michael Walrath, senior vice president, Advertising Marketplaces Group, Yahoo!. “Yahoo! remains incredibly well positioned to meet the growing advertiser demand for performance marketing offerings, and no other company can provide marketers with such scale and expertise across search and display advertising.

The new Ad products include:

Search Retargeting – This will give advertisers the ability to target display advertising based on user search activities and past search history.

Enhanced Retargeting – This feature will allows advertisers to deliver dynamically generated display ads across the Yahoo! network based on user activity on an advertiser’s site.

Enhanced Targeting – This feature will give Advertisers more capability to manage their search advertising campaign, including ad scheduling and demographic targeting within search etc.

You can get more coverage on the Yahoo’s New ad products at Techmeme.


Google Adwords – Change in Display URL Policy

google-adwords-url-policy-updateThe official Google adwords blog has notified that starting from 24th February 2009, Google will implement a change to their current AdWords policy in regards to having multiple display URL domains in a single ad group.

Emel Mutlu, Inside AdWords crew writes:

In an effort to provide more relevant results and a high quality experience for our users, we’ve made the decision to disallow multiple display URL domains within a single ad group. Going forward, all display URLs within an ad group must have the same top-level domain

Which Advertisers will be affected by this change?

Advertisers who are using multiple/different display URL Domains on the same Ad Group on a campaign will be affected. So for instance, if you have an Ad group (i.e. Ad Group 1), with many different kinds of Display URL of one single domain that you are likely to be safe.

So the following Display URLs would be fine for a particular Ad Group:

www.example.com
www.example.com/product
product.example.com

However, if your Adgroup has display URLs showing multiple domains then you will be affected by this new change in policy.

For example the following Display URLs won’t be accepted, if used under one single Adgroup:

www.example.com
example.product.com (The Domain here is different – Product.com. You can only use ONE domain per Adgroup)
www.product.com

What should Advertisers Do?

If for some reason you need to have multiple domains in the Display URLs, you can simply create a separate Ad group for that purpose. Just make sure that you don’t have different display URL domains on a single ad group.


Google Marketer’s Playbook Videos

I just stumbled upon Google Marketer’s Playbook – which is basically a series of educational talks where Googlers discuss strategies for getting the most out of AdWords and other Google products such as Google Analytics and YouTube.

Basically these videos were shot some time in April 2008 during the ad:tech digital marketing conference.

The videos are quite lengthy, But they are pretty informative and you can take away a lot of golden nuggets from here. So here goes! (If you are reading this via RSS/Email Please go here to watch the videos).

Optimization Strategies – Part 1 by Paul Coutts

Optimization Strategies – Part 2 by Geoffrey Stirling

Measuring &Tracking for Success – by Ashish Vij

Increase Your Advertising Reach – by Nicole Resz

Online Video Advertising – by Ryan Hayward & Robert Victor


Google Adwords Tactics for Tough Economic Conditions

Google Adwords TacticsTamar Weinberg at Search Engine Roundtable reports that Google has recently published yet another guide, and this time its about Pay Per Click advertising.

In this guide Google gives PPC advertisers some Top tactics for using AdWords during a Recession or economic downturn.

Here is an outline of the things that the guide elaborates on:

  1. Focus your ads on low prices and savings.
  2. Use value-related keywords.
  3. Make sure your ad groups are targeted and relevant.
  4. Don’t waste money on irrelevant clicks.
  5. Make it easy for customers to buy.
  6. Focus your money on your high performers.

So Check out the Google’s Adwords Top Tactics for Tough Times.


Microsoft Advertising Podcast – Matt Van Wagner on PPC Advertising

Microsoft Adcenter Community has just released their Thanksgiving edition of Microsoft Advertising Insights – the official podcast of Microsoft Advertising.

Microsoft Advertising Insights is basically a new show for Online advertisers (The first episode was released on 7th November), where the host Jason Yormark along with some other people from the Microsoft Advertising community team cover all things related to digital advertising, primarily focusing on search marketing. He talks about the current state of the industry, what’s happening behind the scenes with Microsoft Advertising (adCenter in particular), and delivers some useful information that can help you with your search campaigns.

In the latest Thanksgiving edition of Microsoft Advertising Insights, Jason got hold of Matt Van Wagner, President of Findmefaster.com at SMX East. Matt shares a very interesting story of a new advertiser in PPC and how that advertiser was able to grow her small business, discover a new market & ideas by simply being visible in the Search Engine.

Its just a 10 mins+ podcast but has some really useful information for the new advertisers who are thinking of trying out PPC in this holiday season.

In the podcast, Matt also shares some bonus tips for managing small PPC campaigns & also refers to a very interesting Keyword research tool called – Microsoft adCenter Add-in Beta for Excel 2007.

This tool has been there for quite a while and it is very easy to use and can really contribute to your keyword research effort. Its a 100% free tool from Microsoft Advertising and as long as you have Microsoft Excel present in your system, you should be able to run it without any problem.

So Listen to this week’s Microsoft Advertising Podcast, if you are interested to learn more about how following some simple steps has helped a small business to grow its customer base & also expand its target market.

Direct download: http://www.adcentercommunity.com/podcasts/11_25_08.mp3

Or Just head over to Microsoft Advertising: Insights for details.


Google Featured in Hollywood & You Can Make Money With It!

Well its probably not new when an Actor in a Hollywood movie is probably is some sort of ‘identity crisis’, wants to find out more information about some weird ‘virus’ or looking up information about a serial killer — and they all turn to Google.com and always seems to find the answer in matter of minutes. The brand “Google” was mentioned a number of times in Hollywood movies and we have seen movie stars using it too but this is probably the first time I’m seeing a Hollywood movie promoting Google’s Search Engine in their commercial trailer – 2012.

2012 is a movie directed by Roland Emmerich. The movie has some famous casts like John Cusack, Amanda Peet, Danny Glover, Thandie Newton, Oliver Platt, Chiwetel Ejiofor, and Woody Harrelson. Basically the storyline is – The world is devastated by some sort of cataclysm in the year 2012, and there are some survivors who has to struggle for their lives…

Right after the short teaser trailer ends, this is what they show:

Movie 2012 - Search Google 2012

Notice the last two lines – “Find out the Truth….Google Search: 2012”! So Basically instead of giving any Web URL, they are actually encouraging users to search for 2012 in Google. Pretty Innovative isn’t it? So naturally I went to Google and searched for 2012 and surprisingly I couldn’t find their official site of the movie 2012 in the Top 50 (I didn’t bother looking after that). So unless they can put themselves in the position 1 (using ppc) or 2 (Organic) as shown in the screen shot below, their website won’t get the publicity that they probably hoped for!

2012-Screenshot

Bonus Tip: How to take advantage of this to get Massive traffic

I don’t want to be an evil person nor I have any problem with Sony pictures but I must say that its really very stupid of them to publicize something before even thinking about its implementation! I know that the movie is due next year and some might say that they have still plenty of time to do SEO, Linkbuilding, PPC and other things to get on the #1 position. But a number of their trailers are up and running in youtube for over 8 months with a combined view of 500,000+! So if even 20% of those viewers actually goes and search for 2012 in google thats like 100,000 people!

According to Google Keywords Tool, the word “2012” (with exact match) receives about 201,000 searches and for Octobar it received 301,000 searches.

Google Trends also shows a promising amount of searches –

Google Trends - Movie 2012

Ok Fine! There are Lots of Searches…So What?

Well, do you want to get all these traffic to come to your website? Of course you do! Well guess what, at the time i’m writing this the PPC bid price for the keyword 2012 (in exact match) is only $0.09-0.13 cents for Position 1! That is insanely low because not many people are targeting any ads to that particular keyword! And due to the fact that it has been mentioned in the movie trailer (and is likely to be mentioned ever more in future)….a lot of people are actually searching for the phrase “2012”. In fact that is not all, there are some other hype going with the year 2012 which is making many people to search for it naturally as well.

So if you invest some money in PPC and only target that particular keyword alone (with exact match) and also write a very good ad copy..I can guarantee that you will get a lot of traffic and a good CTR (since people are really curious to find out about 2012..so if you mention certain keywords in your ad that the visitor can relate to in the movie (Hint: A phrase from the trailer..), they are likely to click on your ad.

Now what can you do with this traffic?

I guess thats something that you need to figure out. There is a lot of ways you can monetize that kind of traffic – for instance, signup with an account with Cafepress and design some cool 2012 t-shirts and sell them via that landing page. Make unofficial wallpapers, skins, themes of the movie 2012 (watermark your domain name) and give them away for free via your landing page. Or do whatever you want as long as it is legit!

What If I don’t want to do anything with 2012, but I just want the traffic?

That is certainly an option, but you really need to figure out whether the traffic that will come via this medium is going to convert for your site. I know I haven’t covered PPC in my blog yet (which i intend to), but in brief conversion means – if you are spending $0.09 cent to get a visitor and out of every 100 visitor you get (costing you $9), 10 people converts (signs up for an offer, buys a product, or does something that has a monetary value) and makes you $20 then its giving you a ROI of $11 (per 100 visitors). So its like for every $9 you spend in PPC you are getting about $20 in return. So I advise you to test your campaign and see whether this is worth the time, effort & money.

Once the word gets out, a lot of people might start doing what I just suggested and thats when the bid price will start to rise and eventually it won’t be so cheap anymore…So I guess this post was just for fun after all, if you have never don’t PPC in your life this is your chance to test it out (Right now!). Your advantage is, you will have the privilege to test it out with a lot of traffic and have to pay less for clicks.

Any other cool (‘evil’) ideas running in your mind? Share them in comments.