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Understanding what makes a good ad

From: Pay-Per-Click Fundamentals

Video: Understanding what makes a good ad

Ad copy is literally, your first impression to The search engines the text that, ad copy provides, to Ads are composed of a headline, 25 characters or less.

Understanding what makes a good ad

Ad copy is literally, your first impression to potential customers, so it's imperative, to put your best foot forward with searchers, but also in a technical sense, and have search engines read them. On average you have less than three seconds, to capture a user's attention with your ad, and get them to consider clicking on it. To avoid unnecessary clicks and costs, you'll also want to make sure that your ads are not only worded correctly for humans, but also for the search engines. The search engines the text that, ad copy provides, to help determine a few things, around relevancy and keyword usage. And an ad that is clearly relative to the keyword list, comes across in the click-through rate.

And that metric is used, to help determine quality score. As well as what, your cost per click relatively, to your other competitors in that same auction might be. As we go through this tutorial, you'll really start to see how very important good ad copy is, and how you'll need to make sure to set aside some time, to do it right. First, let's break down the components of an ad. Both Google and Bing utilize the same character limits, and a lot of the same guidelines about what you can, and cannot do in an ad copy. And what you can advertise for. Ads are composed of a headline, 25 characters or less. Body copy, 70 characters or less or 35 per line.

And display URL, which is 35 characters or less. And last but not least, the destination URL, which is 1,024 characters or less, and is not viewable by searchers. Each engine has editorial guidelines, that are fairly similar, but not identical. So, when in doubt, you'll need to check there help centers for specific instances, you are not sure of. For example, on AdWords, you can not use an exclamation point in your headline, but on Bing ads, you can. More and more of the search engines, are rolling out different types of ads, that go far beyond the simple text ad, that we have here. Here's something you might see often, on AdWords.

If you use punctuation, like a period, explanation, anything at the end of first line of body copy. And your ad appears in the first or second position. AdWords might pull up the first line of text, to display next to the headline. And if you don't use punctuation, there's no chance of this happening at all. In the main display your URL. There is unfortunately no way, to control which version happens when, nor can you see metrics that indicate whether or not this is successful for you. Logically speaking, a larger ad in the first two or three positions on a search engine results page, will be more attractive to a searcher.

So, it is in your best interest to add proper punctuation, whenever necessary. Additionally, Google may move your display URL, next to headline. Again, there is no way to really control this, but if your ads appear, in the first three text ad positions, the likelihood is higher. So, what should you aim for in order to declare, a good ad? High is relative to the industry you're in, but on average, an ad with less than a 1% CTR needs to go. You need to aim for 2% or higher, whenever possible. Here is an example of a block, of good ads. Note that grammar and spelling counts a lot. While the search engines may kick back or disapprove an ad, with misspelled words, trademarked terms or inappropriate words, they won't always catch those grammar mistakes that can turn people off, from your business.

So, you're probably noticing that lately, the ads that are displaying on the search engine results pages, just aren't the basic text ads, that we've covered so far. But, that there are also some elaborate ads, especially around major brands, that take up a lot space. What's all that crazy stuff around there, we didn't talk about yet? Those are a myriad of display options, most of which, are ad extensions. Ad extensions can be found in the Ad Extensions tab, of the AdWords account. There are many types to choose from, and they're constantly evolving. We're going to review here, with one caveat. I always recommend trying, one at a time. New advertisers tend to get excited, and try and roll out all of the available options at once.

This can cloud what is working for you, and what isn't. It can also get very confusing, very quickly. If you want to experiment with an ad extension, and you should, they are powerful when used correctly, I recommend starting with sitelinks. Sitelinks show in groups of two or more, up to ten, and are additional links that can go to other URLs, besides the main destination URL. They can go to other pages on your site, social profile associated with your account. They enable you to relay, an additional 25 characters of text to searchers. You can save them and apply them to multiple campaigns, or just one, and are also set at the campaign levels.

Location extensions are great, if you are brick and mortar business, and would like to display an address with your ad. So, just can click on it and be taken to a Google maps page, for directions. They also display a phone number, so if you're on a mobile device it makes it extra easy to connect. Call extensions work in tandem with location, but have the option of being able to use Google's call tracking capabilities. If you utilize this extension, a unique phone number, provided by Google will display in the ad, and then forward to your actual phone number. From here, Google can tell if the user made contact with you, how long the call was, and how many calls overall you're receiving for your paid search efforts.

App extensions are for those, that are marketing an app, download, or sale and allow very handily for those on Android devices, to download from Google Play instantly, if signed in. And there's more. Social connections. Social connections, connect with your Google Plus page. So, if you do not have Google Plus, this won't be of much use to you. Product extensions ads, have actually been retired but, still showing the user interface for some advertisers. This extension's functionality, has been replaced with product listing ads or PLAs, which are connected to ad words through product feeds, uploaded through Google's shopping's merchant center. Dynamic search ads, are a more complicated option, that I do not recommend for new advertisers.

This extension populates a headline, and first line of body copy for you based on a URL of a page, that you provide. You're counting on Google's crawlers, to be able to discern, what is on the page, and what is important. Review extensions, are from third party reviews, that must be published online, so that when you copy and paste the text of the review into the text box for this extension, Google can verify it, and you must supply the source URL. So, if you've got a good review, and you have this capability, especially if you're a brick and mortar restaurant, or eatery, this could be a good extension to try. One thing to keep in mind, is that review extensions are different than seller ratings.

Seller ratings are the star system, that you see on many ads, and are annotations, that are pulled by Google from multiple sources, like Google shopping customer reviews. Style service, and Google trusted stores. You must also meet certain requirements, like a composite 3.5 star rating or higher, and 30 or more unique reviews. You cannot control when and if, this option displays. As you can see, there are a lot of different options for ad copy. But the most important thing to keep in mind. Is that, finding out the combination that is right for you, will require testing, and trying them out first. If you try too many things at once, you'll have a difficult time discerning what type of ad worked for you.

So, keep it simple at first, and build from there. At the end of the day, the ads that should be considered the good ads, are the ones that perform for you best.

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This video is part of

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Pay-Per-Click Fundamentals

34 video lessons · 4835 viewers

Elizabeth Marsten

Expand all | Collapse all
  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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