SEMrush.com

IMPROVE YOUR ADS THROUGH COMPETITORS ANALYSIS

DAVID BLACK Custom Success Director

david.black@seoquaketeam.com Twitter: @theguyatsemrush

A LITTLE ABOUT SEMRUSH

THE WEB’S LEADING ONLINE COMPETITOR ANALYSIS & KEYWORD RESEARCH TOOL

RECORD SERPS DATA FOR THE TOP 95 MILLION KEYWORDS WORLDWIDE

SERP DATA INCLUDES BOTH ORGANIC AND ADS DATA LIKE KEYWORDS, TEXT AND URLS

GOOGLE ADS OVERVIEWGOOGLE RUNS AN AUCTION FOR EACH KEYWORD SEARCH

DECIDES WHAT ADS TO DISPLAY BASED ON MAX CPC AND QUALITY SCORE

GOOGLE MAKES MONEY FROM EVERY CLICK ON AN AD. THEY REWARD ADS WITH HIGH CTR

BUT, HIGH CTR COMES FROM HAVING ATTRACTIVE, RELEVANT ADS

WHY YOUR ADS TEXT IS SO IMPORTANTEVERYTHING RESTS ON HOW THE SEARCHER PERCEIVES YOUR AD/COMPANY

YOU HAVE LESS THAN A FEW SECONDS TO CATCH SOMEONE’S ATTENTION WITH YOUR AD

NOTHING FLASHY ON SEARCH NETWORK ADS & LESS TEXT THAN A TWEET

THIS LITTLE PIECE OF TEXT CAN MAKE OR BREAK YOUR ENTIRE CAMPAIGN

THE NUMBER ONE RULE…

HOW TO WRITE ADS THAT DON’T SUCK

“ATTRACTIVE” DOESN’T HAVE TO MEAN AESTHETICALLY PLEASING, BUT IT HELPS

HIGHLIGHTING ASPECTS OF YOUR BUSINESS OR OFFERS THAT ENTICE THE SEARCHER

UNDERSTAND YOUR AUDIENCE - YOU’RE WRITING TO PLEASE THEM

WILL THEY REACT TO SOMETHING EXCITING, CREATIVE AND DIFFERENT?

WILL THEY REACT TO SOMETHING THAT’S TRIED AND TRUE?

COMPONENTS OF AN AD

www. .com/HEADLINE [25 CHAR]DISPLAY URL [35 CHAR]

DESCRIPTION LINES 1 & 2 [35 CHAR EACH]

HEADLINES

HEADLINES SELL COPIES BECAUSE THEY GET PEOPLE’S ATTENTION

KEEP THEM RELEVANT TO USER’S SEARCH

TRY TO AVOID USING YOUR BRAND NAME UNLESS IT’S A TRUST-BUILDING SELLING POINT

HEADLINES AND DESCRIPTION 1 LINES GET COMBINED WHEN IN POSITIONS 1 THROUGH 3

DESCRIPTIONS

FOCUS ON THE BENEFITS OF YOUR PRODUCT OR SERVICE

INCLUDE STATISTICS TO BUILD TRUST

ASCII CHARACTERS AND NUMBERS HELP ADS STAND OUT

TELL YOUR POTENTIAL CUSTOMER WHAT YOU WANT THEM TO DO WITH YOUR CALL TO ACTION

DISPLAY URLsTHE BENEFIT OF DISPLAY URLS IS DEBATABLE

CAN BE A GREAT WAY TO REINFORCE TRUST IN YOUR AD

THERE ARE MANY VARIATIONS - TEST MULTIPLE ADS FOR HIGHEST CTR

USE DYNAMIC KEYWORD INSERTION, CAUTIOUSLY AND TASTEFULLY

FINALLY! THE ENDGOOGLE MAKES YOUR COMPETITORS DATA AVAILABLE - YOU JUST HAVE TO KNOW WHERE

TO FIND IT.

AN INSIDER’S LOOK THROUGH SEMRUSH HELPS YOUR BOTTOM LINE.

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