clickable webcast: writing effective ad copy

Writing Effective Ad Copy

06.24.10

Who We Are

Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.

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Introduction

Hanny HindiClickable Search Marketing Guru

Max KalehoffClickable Search Marketing Guru & Vice President of Marketing

What is Search Engine Marketing?

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Introduction

Agenda

Our Goal Today: To discuss one system for writing ad copy that drives high-quality traffic.

1. The role of ad creatives in SEM campaigns.

2. The components of a search ad.

3. Writing attention-grabbing headlines.

4. Describing the relevance and value of your offer.

5. Making a conversion-based call to action.

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Agenda

What we won’t be discussing

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• Techniques that produce one-off results.• “Bo Knows Baseball”

Keywords, Ad Copy, & Landing Pages

Ad Copy: The main text of a clickable search or context-served ad. (SEMPO)

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The Components of an SEM Ad

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Every SEM ad has three major components:• Headline: Grab the user’s attention (25 char.)• Description: Describe your offer (35 char.)• Call to Action: Tell users what to do next (35 char.)

Some networks have a single 90 character description field, but you should still treat it as

two separate elements.

A Few Examples:

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Frontera grill, a high-scale Mexican restaurant in Chicago

An individual offering banjo lessons at home

A flowershop with same-day delivery

Keyword Search

Headline

Description

Call to Action

Translating Queries into Questions

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Users Conduct Searches to Ask Questions• The first step of search advertising is to determine

which questions you can answer.• The second step is to translate those questions

into keyword lists, ads—and landing pages.

To write effective ad copy, you need to know what question your users are asking, and provide a clear and compelling answer.

Keywords and Ad Copy

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Using keywords in your ad copy will improve your click-through rates (CTRs).• Ads with keywords are more relevant to searchers.• Keywords in ad copy appear in bold, making them

more prominent on search engine results pages (SERPs).

• Keywords should be distributed throughout an ad (especially in the Headline and Description).

For a perfect match between keywords and ads, use Dynamic Keyword Insertion (DKI).

A Few Examples (cont.):

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Keyword Search

chicago mexican restaurant

banjo lessons red roses

Headline

Description

Call to Action

Headlines and Click-Through Rates

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Your headline is the component of an ad that will have the greatest effect on CTR.• Ads compete for attention against other ads on the

page, as well as organic results.• Headlines are the first thing users will read.• If they are too snazzy and vague, you will draw

unwanted traffic to your site.

Your goal is not to grab everybody’s attention; your goal is to grab the attention of your

potential customers.

Attention-Grabbing Headlines

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Headlines should be simple and direct answers to user questions. Techniques include:• Straight Description• Imperative Verb Headlines• Restatement of the Question

Whatever you do, don’t right a headline that suggest a product or service you don’t offer.


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Keyword Search chicagomexicanrestaurant


Headline Chicago’sTop Mexican

Learn to Play the Banjo

Want Roses Delivered Now?

Description

Call to Action

Making an Offer: Relevance

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After you have captured a user’s attention, describe the relevance of your offer.• Headlines only suggest relevance; your

description should clearly demonstrate it.• Whatever isn’t described in the headline should be

described in the description line.• A clear description will drive away some traffic, but

that just saves you the cost of irrelevant clicks.

Just clearly state what you have to offer, in as much detail as 35 characters allows.

Making an Offer: Value

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It’s time to state your “value proposition”• So you have a relevant offer. What sets it apart?• The most effective search marketing ads include

clear demonstrations of unique value.• Look at competing ads and find something they’re

not including.

This is your last chance to convince a user to take your offer.


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Call to Action

What is Your Conversion Event?

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Every search ad has a different purpose. What’s the purpose of yours?• In order to implement conversion tracking on your

landing pages, you need define success criteria.• Are you trying to drive sales? page views?

newsletter sign-ups?• Ads drive clicks, but they can also improve

conversion rates.

P.S.: If you haven’t implemented conversion tracking, do it right now!

Conversions & The “Call to Action”

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The final step is to tell users what to do after they click on your ad.• The “call to action” should be directly related to

your desired conversion.• An ad that describes an action that can’t be taken

on a conversion page will produce a poor user experience.

Decide what you want users to do on your site, and let them know.


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Using Clickable Pro to Simplify SEM

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Using Clickable Pro to Simplify SEM

Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.

• Manage all of your campaigns, across all search networks, in a single, intuitive interface.

• Take action based on recommendations generated by Clickable’s ActEngine™ (for everything from best practices to bids and budgets).

• Create white-label, customized reports.

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How to Sign Up for Clickable

Simply go to www.clickable.com/signup and try the product free for 15 days.

If you want more support getting started with search marketing, consider Clickable

Assist, our fully-managed solution:

www.clickable.com/assist

Or email us: [email protected]

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How to Sign Up

http://www.clickable.com/signup

http://www.clickable.com/assist

mailto:[email protected]

clickable webcast: writing effective ad copy

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