Ad Copy Writing
There are 3 main things we do, or consider, when writing out ad copies:
- We ensure that the ‘seed’ keyword for the ad group is contained in the ad copy at least once
- We ensure that there is a call-to-action in the ad copy wherever possible
- We establish whether the ad copy needs to qualify the traffic before hitting the campaign website
The ‘seed’ keyword for the ad group is contained in the ad copy at least once
An important component of each keyword’s quality score is how relevant it is to the ad copy; therefore, in order to maximise the CPC savings gained through enhanced quality score, we ensure that the main ‘seed’ keyword for each ad group is contained in the ad copy.
There is a call-to-action in the ad copy wherever possible
We have found that if you call an action, in other words, ask someone to do something, they are much more likely to take action – in this case, click through to the campaign site.
Example:
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Ad Copy with no Call-to-Action:
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Ad Copy with a Call-to-Action:
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Establish whether the ad copy needs to qualify the traffic before hitting the campaign website
Whether we would like to qualify or de-qualify the search traffic before it hits the campaign site is an important consideration. The more specific and qualifying the ad copy, the lower the Click Through Rate (CTR) is likely to be, however, subsequently, the higher the conversion rate is likely to be.
The primary way of qualifying an ad copy is to make it as specific and informative as possible. This allows the searcher to make the decision whether they are interested in a website, or offering, without having to click to find out more.
Example:
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Qualified Ad Copy:
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De-Qualified Ad Copy:
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Whether we use a qualified or non-qualified ad copy generally depends on the following factors:
- How well the website / designated landing URL converts
- Competitive nature of the keyword and resulting average Cost per Click (CPC)
- How specific and relevant the keywords are
As a rule, we launch campaigns with relatively non-qualified ad copies. This allows us to flood enough traffic in to garner sufficient learning during the initial stages. We then go in and make the relevant ad copy changes as part of the campaign management process.
Having taken into account the 3 main points above, we then experiment with the ad copy within the character constraints enforced by the search networks, taking into consideration other factors such as:
- What is the hook which is likely to attract the right people (e.g. free trial offer, Unique Selling Points (USP’s) etc.)?
- What is the target demographic?
- Should we be exploiting existing brand equity (e.g. riding off the back of existing marketing campaigns)?
- Are there any seasonal events which if mentioned will generate more interest in our ad copy?
