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June 28, 2013

7 Quick Tips for Writing Effective PPC Ad Copy- Part 1

Paid Search CompaniesWhen it comes to PPC, ad copy isn’t always the first thing that comes to mind. However, the text you create for your paid search campaigns can be the key to driving conversions. At ChannelAdvisor, we want to help you make your paid search plans pay off, so we’ve compiled 7 quick and easy tips that you can implement to boost your PPC performance.

Over this two-part blog series, we’ll be shedding light on some common downfalls that people encounter when creating PPC ads and highlight the small tweaks you can make to get the most from your campaigns. Here are our first 4 tips for writing effective ad copy:

Tip 1. Keep those keywords simple

Be cautious when working with keyword insertion in the description lines unless you’re 100% sure that something absurd cannot be created. Think about every single keyword in that Ad Group (the container for your keywords in your search marketing campaigns); do they all make sense individually and grouped together? For example, broad- and phrase-match keyword queries might insert the actual keyword from your account, rather than the keyword that was input by the searcher. On the Display Network the keyword from your list that most closely matches the page content will be inserted, or the default text will be used.

Tip 2. Create a manageable list of ads

Be careful with how you create and manage your Ad Groups; don’t place 10 ads into each Ad Group and then expect to see measurable performance results. Keep it to 2-3 ads at a maximum, then pause those that don’t perform as well and replace with a new variation. When evaluating performance, don’t assume similar performance across all types of campaigns. This is why account structure is important. It’s much safer to assume that ads in Category campaigns perform similarly to each other than to assume that ads for your Trademark Terms and ads for Product Level Ad Groups perform the same.

Tip 3. Build upon a well-structured account

Having tightly themed Ad Groups can lend to a higher overall quality score. In addition, it makes writing relevant ads much easier. If you’ve named your Ad Groups something like “Brand_Product”, you can easily use Excel to parse out the actual product name, and then build that into Description Line 1 or 2. It’s probably just as effective as keyword insertion and doesn’t have the risk of going wrong and creating ads that sound unprofessional.

Tip 4. Aim for accuracy

If you’re going to put prices, promotions or specific features of a product or your business in an ad, keep it accurate. That means staying on top of every product level price change and making sure if you feature something such as “Running Shoes From £34.95” that those shoes are, in fact, easy to find on the website. Otherwise you’re just paying for clicks that won’t convert. If price is a key competitive advantage for you, go ahead and highlight it. If you’re trying the old cyber-bait–and-switch because you have one style of shoes at a great price, you’re probably going to end up with disgruntled customers, and a lot of traffic that doesn’t convert. In a worst-case scenario you’ll also end up with poor seller ratings.

That's the first 4 of our 7 tips  in this PPC blog series. Keep an eye out for Part 2 next week. In the meantime, why not download our Retailer’s Guide to Paid Search eBook for more useful PPC advice?  


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