Once you have a good set of keywords for use in PPC advertising, it's time to get those terms loaded. But how hard should you work when building those ads?
Do you take the time to build unique ads for each search term? If you do, you're probably seeing higher click through rates than your lazier competition.
How about the descriptions? Are those unique as well?
Another consideration: Are you sending all of your PPC traffic to the front page of your site, or do you send them to the most relevant page within or site - or even to a specific landing page designed for that term?
What strategies work for you?
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Ppc Ad Design/writing
Started by
Haystack
, Aug 28 2003 10:18 AM
8 replies to this topic
#1
Haystack
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HR 7
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Posted 28 August 2003 - 10:18 AM
#2
Bernard
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Posted 28 August 2003 - 10:26 AM
Unique ads for each term - 
Unique descriptions for each ad -
Ads direct traffic to most relevant page in site -
Ads direct traffic to ad-specific landing page -
Ads direct traffic with a tracking code for ROI analysis -
Unique descriptions for each ad -
Ads direct traffic to most relevant page in site -
Ads direct traffic to ad-specific landing page -
Ads direct traffic with a tracking code for ROI analysis -
#3
Haystack
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Posted 28 August 2003 - 10:35 AM
Nice work, Bernard. It sounds like you're way ahead of the curve.
And great use of Smilies.
And great use of Smilies.
#4
Vertster
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Posted 28 August 2003 - 12:09 PM
LMAO at Bernards great use of smilies!
I generally use different strategies depending on the campaign in question. Often we find that we can group the keyphrases and write ad creative that is similar for the entire group- saving the client money on writing separate ad creative for all 2000 keyphrases we are biddding on. And we are lazy too
Just kidding...
This is on Overture of course. Adwords already facilitates this process, although since powerposting came along, you can now specific a different ad creative for every phrase you bid on. We do a lot of broad matching with carefully researched negative words though, which makes this tough.
As far as the landing page goes, for low cost purchases/lead generation, using a specific landing page almost always gets better pull. For complex, high end purchases, using the most specific page on the site works best, usually. Although baiting the prospect to give up their phone number works well cause then the sales guy can get their mitts on em and sell their pants off!
I generally use different strategies depending on the campaign in question. Often we find that we can group the keyphrases and write ad creative that is similar for the entire group- saving the client money on writing separate ad creative for all 2000 keyphrases we are biddding on. And we are lazy too
Just kidding...This is on Overture of course. Adwords already facilitates this process, although since powerposting came along, you can now specific a different ad creative for every phrase you bid on. We do a lot of broad matching with carefully researched negative words though, which makes this tough.
As far as the landing page goes, for low cost purchases/lead generation, using a specific landing page almost always gets better pull. For complex, high end purchases, using the most specific page on the site works best, usually. Although baiting the prospect to give up their phone number works well cause then the sales guy can get their mitts on em and sell their pants off!
#5
Haystack
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HR 7
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Posted 28 August 2003 - 12:22 PM
I've found the title to have more pull than the description, so I generally group terms around similar descriptions but customize titles. To automate the process a bit, I use Excel to build the titles using a Cocatenate formula.
#6
Vertster
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Posted 28 August 2003 - 01:47 PM
I agree, titles definetly have more impact on the CTR. However, descriptions can be used to "qualify the clickers!" Say that 5 times fast!
#7
Haystack
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Posted 28 August 2003 - 01:50 PM
By qualifying the clickers, do you mean using things like pricing info to keep people who are looking for something for free from clicking through?
#9
AussieWebmaster
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Posted 02 September 2003 - 09:33 PM
I agree with all of that... why waste any aspect of this medium... would you leave big gapping white space in a print ad or dead air in a commercial... work it just like any other form of advertisingUnique ads for each term -
Unique descriptions for each ad -
Ads direct traffic to most relevant page in site -
Ads direct traffic to ad-specific landing page -
Ads direct traffic with a tracking code for ROI analysis -
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