Paid Search:

Today’s Lesson is on Ad Copy

Who am I?

• Ryan Nadeau• 12+ Search Marketing Pro– Managed PPC for Expedia/Hotels.com & General

Motors (Chevrolet)• Co-Founder & VP of SLC|SEM• @Dealership

The Main Objectives of Ad Copy

• Filter out unqualified/inefficient traffic• Manage the expectations of users• Begin the Conversion/Sales Cycle

A. I. D. A.

• Attention• Interest• Desire• Action

STOP BORING EVERYONE!!!

Different is Good

What is “Great” Ad Copy?

• Quality/Great Ad Copy Transcends Ad Position– Try testing new ad copy at lower positions to see

how it performs and let it “earn” it’s way higher.• This will save you money

• The definition of great ad copy is simple:– It’s the one that generates results– Forget having “pride of authorship” and test

everything!

Which Video Would You Click First?

• “Ray Allen’s 3-Pointer Forces OT”

• “Heat Fans Denied Re-Entry”

• “Rugby Player with Massive Hit on Opponent”

– Source: ESPN.com

TEST/QUESTION EVERYTHING

• Pro Tip: Create Ads where the Headlines and Description Lines are Interchangeable– This Allows for Taguchi-Style Testing Methods

• Unique Testing Resources:– Experiments: Planning, Analysis & Parameter

Design Optimization– Design and Analysis of Experiments

Check this out…

Pro Tip: Create New Ads that are Geo-Sensitive

Cheers!