Learn how copywriting for the web is different from other forms of ad copy and how to respond in competitive situations.
- [Instructor] In this session, I'd like to introduce you to the concept of dynamic copywriting. Copywriters have the task of making sure that our ads always have sufficient points of parity and points of difference with that of the competition. We have to do that whilst remaining relevant to our target market. With online advertising, you have a tiny little space, not a whole page, and in the tiny space, you need a big, powerful message. The most powerful message can lose relevance quickly because the advertising landscape evolved remarkably.
The ads your competition place in response can literally change every minute. Print advertising by contrast is very different. You create one version of your ad, the competition do the same, and after print and circulation, the entire duration that the publication is visible to the public, you will only find one version of your ad with no way of responding if the competitors outsmarted you on a few points of difference. Of course, you don't have that opportunity until the next publication period.
Only if you're well connected, perhaps the editor will give you a glimpse of what you can expect from the competition. The competition will constantly analyze your ad copy across different regions, and they're going to respond to that, which would mean that within 15 minutes of a unique offer being placed, it is no longer unique. We also have dynamic feed systems that connects our inventory and our pricing levels to ad servers. So if a competitor marks down 100 products by changing price on a spreadsheet, instantly, the database can update, and the product ads will reflect that all over the display network.
Even more conventional folks like politicians, they are using things like Twitter to instantly adapt their response in relation to their friends, competition, and adversaries. So now you can begin to appreciate why we say that PPC is not a set and forget activity. Just like we're monitoring competitors' prices, bids, and cost per clicks, so do we also monitor for changes in the ad copy.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising