PPC Line 2 – Give explicit directions to your readers
Useful links to this topic:
Claude Oggier
PPC Training – Creating Great PPC Ads, Line 2
PPC Training – Creating Great PPC Ads, Line 1
Your PPC ads work best when you lead of with the features and crystal clear benefits of the offer in the first line.
Excerpt from the ad Mademoiselle Mnémosyne
Useful links to this topic:
Longer headlines for select ads on Google
AdWords Optimization Tips: More on Ad
Claude Oggier
PPC Training – Creating Great PPC Ads
The Headline – The Most Important Characters
Headlines work best when the search term is included. Include 2 or 3 of the same keywords in each ad group as well as modifying words that might correspond to the way people search.
Consider the following keywords in your ad group:
- modern design
- modern jewelry design
- design jewelry
- modern designer
Claude Oggier
PPC Training – Creating Great PPC Ads
Writing great ad copy
Writing compelling ads is key if you want to succeed with your PPC campaigns. Let me share with you some key points you shouldn’t miss when writing your ad copy.
- You have to talk directly to the readers. Use words like “You” or “Your”. People respond better when you satisfy the searcher’s need or desire.
- Use Capital Case. Capitalize the first letter for each significant word and you’ll see an increase in your ad performance.
- Headlines work best when the search term is included.
- Your ads should emphasize the benefits of your offering.
- Tell people to take action. Don’t assume that people know what action you want them to take next. Be explicit and spell it out for them.
Example:
Up to you now to persuade me to take the action you want me to do;-)
Related article:
Using PPC Ads to Fine Tune Your Organic Ad Copy
Claude Oggier
PPC Training – Creating Great PPC Ads
The Fundamentals of Ad Group Keywords
Sorry for being late with my post. I have been working hard on setting up a new campaign and putting in place best practices from Faculty Chair David Szetela at Market Motive.
Initially when talking about the fundamentals it includes to understand that your ad’s objective is to GET THE CLICK.
Ad Group Keywords
An ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords.
Ad Group Example: “jewelry design”
Root Keywords:
- Modern jewelry design
- Jewelry art design
- Professional jewelry design
- Fine jewelry design
In my next post I will share with you some best practices when it comes to writing your Ad Copy.
Claude Oggier
PPC Training – Creating Great PPC Ads
Surveying Your Competition
After fulfilling your preliminary research work you need to understand and list the advantages your competitors believe are their most important ones, and gain inspiration for your own organization’s list.
Back to my example if you are a Jewelry Designer think about the following:
- Do you offer handcrafted jewelries?
- Are your jewelries unique?
- How do you offer your jewelries?
- Do you sell through a store or website?
- Do you offer exclusive jewelry?
- Do you offer a large selection of jewelries?
- What makes your jewelries special compared to your competitors?
- Do you accept jewelry returns?
- Do you offer a higher quality?
- Are your jewelries convincing?
- Is your price competitive?
- Do you offer something extra?
Marketing in a Digital World 
