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Market Motive – TrainingCreating Great PPC Ads
www.go4bigpoints.wordpress.com
© Claude Oggier May, 2010 1Data Source - MarketMotive.com
© Claude Oggier May, 2010 2
Designing and writing your PPC ads means research, creativity, and a little psychology. You will learn how to prepare for the job - collecting resources, looking at competitors, make comparisons, defining your benefits, and choosing the all important words and phrases that will lead to conversion.
You will learn: What to look for when evaluating your competitors How to lay out a spreadsheet defining features and benefits Why your ad isn't supposed to get a sale The fundamentals of ad group keywords How to craft the perfect headline What you should lead off with in the first line of your ad Why the call for action belongs in the second line of your ad The critical elements of your display URL
Creating Great PPC Ads
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© Claude Oggier May, 2010 3
Do some searches on Google Yahoo and Bing to see the ads your competitors are running
Clip and save some representative examples Ones run by our biggest competitors Some you feel intuitively are better than average
Collecting Your Resources
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© Claude Oggier May, 2010 4
You need to understand and list the advantages your competitors believe are their most important ones, and gain inspiration for your own organization’s list.
List of common advantages: Lower price Higher quality Free and/or shipping Large selection Great Customer Service Prestigious Products or brands Greater convenience Greater security Quality or performance guarantee Comprehensive feature set
Surveying Your Competition
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© Claude Oggier May, 2010 5
Create and excel worksheet and list your advantages and benefits
Listing your own Advantages and Benefits
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© Claude Oggier May, 2010 6
Your Ad’s objective is mainly this, and only this: GET THE CLICK
Don’t expect to make a sale, that is the PPC landing page’s job
Writing Right
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© Claude Oggier May, 2010 7
Ad Group KeywordsAn ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords.
Example: “red sneakers” Best red sneakers Red sneakers online Durable red sneakers Red Basketball sneakers
The Fundamentals
Shop Ecko Red FootwearYour Exclusive Source For Ecko Red Footwear. Get The Latest Styles.driays.com
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© Claude Oggier May, 2010 8
Whenever possible, speak directly to the reader by using words like “you” or “your.”
People respond better when the advertiser is taking a personal interest in them and has what it takes to satisfy the searcher’s need or desire.
Talk to the reader
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© Claude Oggier May, 2010 9
Action words and imperative verbs work well, such as the following Get Shop See Find Buy
Make It Clear What You Are Selling If your site sells something, make it clear that the ad leads you to an e-commerce site –
include price information.
Example: A site that sells photos of sports figures can minimize the number of expensive clicks from people who just want to see or print such photos by including a phrase like “Prices as low as 69CHF.”
Tell the Readers what You Want Them To Do
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© Claude Oggier May, 2010 10
An ad with words in the title case (where the first letter of each significant word is capitalized) often performs better than a version of the same ad with lowercase letters
Example:
Use Title Case
Shop Ecko Red FootwearYour Exclusive Source For Ecko Red Footwear. Get The Latest Styles.driays.com
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© Claude Oggier May, 2010 11
People will more often take action if it’s explicitly spelled out for them. Be more creative than just saying: “Visit our Site” , “Click to see.”
Example:
Call Readers to Action
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© Claude Oggier May, 2010 12
Exclamation points can significantly increase click-through rates Don’t omit punctuation marks because your ads might appear incorrectly
under some circumstances.
Use Appropriate Punctuation to Emphasize Action
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© Claude Oggier May, 2010 13
Your ads should emphasize the benefits of your offering Features describe the product and / or service you’re selling Benefits describe the positive emotions your customers will experience
Benefits sell better than features
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© Claude Oggier May, 2010 14
Underscore your competitive advantages, especially if you’re in a crowded field of competitors
Example:Hotel SoftwareMaximize your profits. Top rated by experts 2008-2009www.hotelsoft.com
Stand out In highly competitive markets, create ads that are very different than the
competitors ads
Example Travel Agency ad:Have a Bad TripUnless you see our low rates and great customer servicewww.gowayswithus.com
If You’ve Got It, Flaunt It
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© Claude Oggier May, 2010 15
Headlines work best when the search term is included Include 2 or 3 of the same keywords in each ad group as well as modifying words that
might correspond to the way people search
For example consider an ad group that contains the following keywords Refinance mortgages rates Mortgage refinance Low mortgage rates
If the search term is “refinancing my mortgage to get lower rates” than the ad will be displayed as follows, with important words highlighted:
Refinance Your MortgageApply now! Lower Rates and a Fatter Wallet Every Month!www.yetanotherMortgage Bank.com
The Headline: The Most Important Characters
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© Claude Oggier May, 2010 16
PPC ads work best when you lead of with the features and benefits of the offer in the first line.
Line 1
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© Claude Oggier May, 2010 17
Give explicit directions to the reader
Line 2: Urgent Call To Action
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It must contain the root domain name of your site Its syntax must adhere to the rules describing legal URLs
The Display URL
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© Claude Oggier May, 2010 19
Industry Examples
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Industry Examples: Multiple-Product retailer
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Industry Examples: B2B service provider
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Industry Examples: Professional services provider
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Industry Examples: Financial services provider
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© Claude Oggier May, 2010 24
Persuasive momentum
1. Who are we trying to persuade to take the action?2. What is the action we want someone to take?3. What does that person need in order to feel
confident taking that action?
Things to remember
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