PPC Ad Copy Testing

5 Basic & Optimization Elements:

1. Static Ad Copy: If Ad Group, & Keywords are tightly knit, try using Ad Group Name ad Title or in the Body. Also, depending on the Account Structure used by you, you could use the Keyword as the Title. It is good practice to use at least one or the other in the Ad Copy - either as Title or as part of the Description Lines - Example: Ad Group: Pay Per Click; Keywords: PPC, Pay Per Click

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2. Dynamic Keyword Insertion: Use dynamic Keyword Insertion only for Titles and avoid using them in the Body of the Ad

3. Display URL: Your Ad is vital real estate, use every inch of it and as wisely as possible - Example: Ad Group PPC Consultant; Keywords: CPC, PPC, CPC Consultant, Cost Per Click Consultant, Paid Search

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Cost Per Click
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Note: The last Ad would be useful if you are running a Geo Targeted Campaign and would like to let users know your location - even though Google does display the Geo below the Ads if it is from a Geo Targeted Campaign

4. Competitive Research: Always research your competitors Ad Copy to get ideas, especially for Keywords you are bidding on.

5. Optimizing Ad Copy:

  • Based on Click Through Rate (CTR): Always ignore outliers.
  • Based on Conversions: Pause or Delete Ad Copies not converting ad all and/or Pause or Delete Ad Copies not meeting Account ROI or CPA Goals.
  • Based on Clicks: Generate Ad Copy report for at least 1-2 months - Pause or Delete Ad Copies with zero clicks.
  • Based on Conversion Rate: An Ad Copy might be generating less conversions at a lower or higher CPA, but reviewing the conversion rate of an Ad Copy is vital as well.

Note: Set your Ad Distribution to equal when testing Ad Copies.


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This entry was posted on Tuesday, July 22nd, 2008 at 1:15 am and is filed under 3. Testing Elements, PPC Ad Copy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “PPC Ad Copy Testing”

  1. seema Says:
    July 24th, 2008 at 9:43 am

    Hi

    Your blog is very informative n helpful .. thanks…..keep it up.
    http://www.seostep.net

  2. Elements of PPC Account Optimization | Search Engine Marketing Says:
    December 31st, 2008 at 6:14 pm

    [...] Ad Copy Testing: Messages that drive traffic and ultimately conversions [...]

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