When it comes to PPC, ad copy isn’t always the first thing
that comes to mind. However, the text you create for your paid search campaigns
can be the key to driving conversions. At ChannelAdvisor, we want to help you
make your paid search plans pay off, so we’ve compiled 7 quick and easy tips
that you can implement to boost your PPC performance.
Over this two-part blog series, we’ll be shedding light on
some common downfalls that people encounter when creating PPC ads and highlight
the small tweaks you can make to get the most from your campaigns. Here are our
first 4 tips for writing effective ad copy:
Tip 1. Keep those keywords simple
Be cautious when working with keyword insertion in the
description lines unless you’re 100% sure that something absurd cannot be
created. Think about every single keyword in that Ad Group (the container for
your keywords in your search marketing campaigns); do they all make sense
individually and grouped together? For example, broad- and phrase-match keyword
queries might insert the actual keyword from your account, rather than the
keyword that was input by the searcher. On the Display Network the keyword from
your list that most closely matches the page content will be inserted, or the
default text will be used.
Tip 2. Create a manageable list of ads
Be careful with how you create and manage your Ad Groups; don’t
place 10 ads into each Ad Group and then expect to see measurable performance
results. Keep it to 2-3 ads at a maximum, then pause those that don’t perform
as well and replace with a new variation. When evaluating performance, don’t
assume similar performance across all types of campaigns. This is why account
structure is important. It’s much safer to assume that ads in Category
campaigns perform similarly to each other than to assume that ads for your
Trademark Terms and ads for Product Level Ad Groups perform the same.
Tip 3. Build upon a well-structured account
Having tightly themed Ad Groups can lend to a higher
overall quality score. In addition, it makes writing relevant ads much easier.
If you’ve named your Ad Groups something like “Brand_Product”, you can easily
use Excel to parse out the actual product name, and then build that into
Description Line 1 or 2. It’s probably just as effective as keyword insertion
and doesn’t have the risk of going wrong and creating ads that sound
Tip 4. Aim for accuracy
If you’re going to put prices, promotions or specific
features of a product or your business in an ad, keep it accurate. That means
staying on top of every product level price change and making sure if you
feature something such as “Running Shoes From £34.95” that those shoes are, in
fact, easy to find on the website. Otherwise you’re just paying for clicks that
won’t convert. If price is a key competitive advantage for you, go ahead and
highlight it. If you’re trying the old cyber-bait–and-switch because you have
one style of shoes at a great price, you’re probably going to end up with
disgruntled customers, and a lot of traffic that doesn’t convert. In a
worst-case scenario you’ll also end up with poor seller ratings.
That’s the first 4 of our 7 tips in this PPC blog
series. Keep an eye out for Part 2 next week. In the meantime, why not download our
Retailer’s Guide to Paid Search eBook for more useful PPC advice?