Post on 05-Jan-2016
description
Why these ads?Ads related to Google PPC
Google Ad Copy That Converts | Part Onewww.Google-PPC-Ads.com/Get-Conversions
Learn How To Write Ads That Get Noticed With These Five Simple Tips!
Margie SchneiderVice President
Ten Golden Rules
- Internet Marketing Consultancy
Experience- Involved with interactive medium
since 1994
- Strategy for developing, designing and delivering websites
- Online advertising, SEO, PPC mgmt, Social Media Strategy
www.TenGoldenRules.com
Stuart SmithStrategic Director
Ten Golden Rules
- Internet Marketing Consultancy
Experience- Involved with Online Marketing since
2000- Owned and operated top ecommerce site
for motorcycle parts, accessories, and apparel.
- Online advertising, PPC, SEO, Social Media
- Give me a little time, and there’s nothing I cannot do with a computer…www.TenGoldenRules.com
Why these ads?Ads related to Google PPC
Google Ad Copy That Converts | Part Onewww.Google-PPC-Ads.com/Get-Conversions
Learn How To Write Ads That Get Noticed With These Five Simple Tips!
PPC Full Cycle – the Key Is Testing
Keywords
Ads
Landing Pages
Conversion
Testing!
Campaigns…
• Use available tools to research keywords
• Do competitive research
• Plan your budget and bidding strategy
• Plan mix of media (Google, Yahoo/MSN, etc)
• Target: geographically, by keywords, with message, etc
• Jump in and start testing – it’s a real time, trial and error process
• Track, report, analyze, refine . . .
Where would you click?
Highlighted text Price
Discounts
Highly relevant organic results
Google Offers
Site Extensions
1. Relevant/Targeted Messaging
2. Use Available Real Estate Wisely
3. Dynamic Keyword Insertion
4. Display URL
5. Symbols & Numbers
Text Ads That Convert – Five Tips
Tip # 1: Relevant/Targeted Messaging
Tip # 2: Use Available Real Estate Wisely Character limits:Title = 25Line 1 = 35Line 2 = 35URL = 35
85% used!
Tip # 3: Dynamic Keyword Insertion to Match Ad Display to Searched Phrase
Dynamic Keyword Insertion:
The searched phrase will appear as title and will be bold
If search phrase is too long, “default” phrase is displayed
Tip # 3: Dynamic Keyword Insertion to Match Ad Display to Searched Phrase
Tip # 4: Use a Display URL
Character limits:Title = 25URL = 35Line 1 = 35Line 2 = 35
Tip # 4: Use a Display URL
Tip # 5: Include symbols and numbers
Tip # 5: Include symbols and numbers
Dynamic keyword insertion!
Using available real estate wisely!
Time to Start Testing!
Display URL used!
Includes symbols & numbers!
OK – I’ve got creative ready to test, and a bidding strategy in place . . .
Now what?
Landing Pages – It’s About Conversions
What is a landing page?
Homepage?
Interior page?
Custom page?
The answer is Yes! (But, it really depends…)
Landing Pages – It’s About Conversions
Landing Page Success – a Word About Google
– Google reports 50-80% bounce rates for landing pages typical
– Landing page relevancy to keyword and ads = Google Quality Score
• Google Quality Score now determines your maximum CPC, impressions and position
So, What Works?
• Focus the visitor - create a funnel
• Add a UVP (have an incentive for call to action and conversion action to track)
• Testimonials speak volumes
• Offer more content upon conversion (give preview)
• A picture is worth 1000 words, but text is important
• Fulfill the promise in the ad copy
• Relevant content on landing page equals higher quality score and more impressions/lower cost
Landing Pages – It’s About Conversions
Homepage as landing page
Landing Pages – It’s About Conversions
custom page as landing page
Landing Pages – It’s About Conversions
Interior page as landing page
Testing – It Never Stops
Determine Key Metrics and Test
• Analyze keywords performance (CTR and CPC)
• Test variations of creative – tweak copy, offers, etc
• Test variations of landing page elements – images, CTAs, placement, etc
• Optimize for # of conversions and cost per conversion
Why these ads?Ads related to Google PPC
Google Ad Copy That Converts | Part Onewww.Google-PPC-Ads.com/Get-Conversions
Now Go Write Some Great Ad Copy – Track & Test – Good Luck!