PPC Search Copywriting Strategies, Part 2
ClickzTesting is crucial....
"Always compare any new creative against current ads. Compare the CTR and watch for changes in conversion"
Try these ways to make ad copy more compelling:
"If you sell on price, put the price in the title.
Put the price in the description; lead with it if it's important.
Consider using a percentage off or a percentage savings message if you sell on price.
Add "free shipping," but make sure your free shipping doesn't have strings.
Use hot, power words that aren't superlatives, such as: "great," "save," "savings," "shop," "huge," "latest," "excellent," "selection," "low," "discount," "cheap," "choose," "now," "wholesale," "special," "on sale," "compare," "massive," "experienced," "specializing," "deals," "leading," "VIP," "outstanding," "rebate," "coupon," "wonderful," "search," "stunning," "fabulous" (this one works better on some demographics), "detailed," "easy," "guaranteed," and "quality.""
Contraversially after Geico case they suggest "Use brands in the copy if you carry them. If you're a brand, use that. A ton of money was spent building the brand. Use the brand equity to improve the copy"
Most useful is the link to Adwords tips and examples by the Google Team.
posted by Jen @ 1:14 PM
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