Writing high performing ad copy can be a challenging task. With the June release of Bing, pay-per-click ad copy has become more important as users are searching for a wider variety of keywords. Having ad copy that is relevant to the user is crucial for garnering clicks, higher CTR, brand awareness and conversions. Today, I explain five tips that can be used to create successful ad copy.
Research the Competition
Understanding what ad copy fellow advertisers are running is important. This will enable you to create compelling and unique ad copy. Try searching on your most important keywords. Be sure to refresh the results each time to see all ads for your query. Are all advertisers running promotional ad copy? Are they using keyword insertion? Are there ads that stand out from the others? These are important questions to ask yourself while searching.
Your ad copy should stand out and entice the user to click your ad. Your ad should also be relevant to your landing page. Running promotional ad copy can help stand out from other ads.
Include Strong Call to Action or Promotional Offer (When Possible)
Promotional ad copy is a great way to stand out for users who plan to purchase online. The most common promotions are "free shipping" and a percentage/discount off of the product. When creating promotional ad copy, it is important to include a strong call to action. This helps persuade the user to click on your ad. Example promotional call to actions include "save", "order", "buy" and "shop". If your site does not have an online shopping experience, consider including call to actions such as "find", "browse", "compare" and "search".
Utilize Parameter Insertion in your Ad Copy
Parameter insertion (param2 or param3) ad copy is a great feature that is unique to adCenter. Parameter insertion enables you to set your default text at the keyword level whereas {keyword} insertion lets you set a default at the ad group level. Kim Farmer wrote a great post on using dynamic text in your ad copy which included parameters. Dynamic Text Insertion - Introducing adCenter's Superhero, by Libby Thomas, is another great article that explains how parameter insertion works and why you should use it. Running 2-4 versions of ad copy per ad group with at least one piece of static ad copy is a recommended best practice.
Add or Update Negative Keywords
Are your keywords set on phrase and/or broad match? If yes, then negative keywords are your friend. Negative keywords are sometimes overlooked when creating and optimizing ad copy because negatives are commonly associated with the keyword. Ensuring you have updated negatives will help to eliminate unwanted traffic, resulting in a higher CTR and ROI. I recommend using Microsoft Advertising Intelligence when researching negative keywords.
Include 20 or Less Keywords per Ad Group
Keyword structure is important when creating targeted ad copy. Segmenting out your keywords into different ad groups will help to create ad copy that will perform well. An example of similar keywords is "compare computers" and "computer deals". If you have a compare page on your site, then including compare in your ad copy will increase relevancy and your potential to garner a click for "compare computers". Do you have a page on your site that lists your current promotions? If yes, use the landing page for the keyword "computer deals" and include "computer deals" in your ad copy.
Understanding your competitors, including promotional ad copy with a strong call to action and using dynamic text will enable you to create unique and compelling ad copy that entices a user to click your ad. Updating negative keywords and targeting fewer keywords per ad group results in targeting your desired audience. Next time you are creating or optimizing ad copy, consider these tips to maximize success!