Crafting great copy for your ads is one of the most important components of a PPC advertising campaign, as well as one of the trickiest.
Traditional advertising methods can offer paragraphs of text or awesome visuals to help you sell, whereas Google AdWords allows just 2*35 character headlines and a 90 character description. It’s not a lot of space to impress in.
Remember who you are writing the advert for. A potential customer for your new product line wants to accomplish something by making purchase, so the first step is to figure out what that is. Let’s say, for example, you’re selling a range of dandruff shampoo and you were considering these two headlines:
Embarrassed by dandruff?
Stop dandruff fast
The first headline tells the potential customer how they already feel about their predicament, whereas the second one offers to solve their problem, and quickly.
This mirrors their desired outcome in plain and simple language, removing any ambiguity and making it very easy for them to make the crucial decision to click on your ad instead of another seller’s.
This is all about being direct and actionable with your language, not going off-piste with a crazy metaphor.
Over the next couple of months; we have several upcoming appearances designed to keep you informed of what’s new in PPC; some good PPC chats, in-depth information; and strategies to optimize your lead flow.
We start the year looking forward to PPC Summit. This is an all day PPC event taking place on February 28. It’s hosted by Hannipan (the creators of PPC Hero & Hero Conf) and is full of amazing speakers and presentations. Keep Reading…
I recently finished reading through them all; and was not surprised to see that I had almost the opposite main prediction than every other person.
No, I don’t think AI is taking over PPC.
To see what myself, and many others do think about AI, machine learning, the future of PPC, and what 2018 holds in store for us from privacy to Bing Ads to AdWords; get your copy and take a quick read.
We’re involved in two upcoming webinars and would like to extend an invitation to all of our readers. We hope you can attend and gain some valuable insights.
When Best Practices Fail
Best practices are called such for a reason–they usually work. However, in some instances, best practices will lead you astray. That’s especially true in the fast-paced bidding environment of pay-per-click (PPC) online advertising. Join us for a fun and adventurous look at best practices, why they are best practices and the pitfalls associated with them.
This webinar will take place at 2pm ET / 11am PT on Wednesday November 15th.
We all want to be able to see the future, especially when it comes to the world of PPC. With the industry constantly changing, it’s easy to feel behind and like your competitors are one step ahead of you. But luckily, we have a panel of experts who are psychic – okay, maybe not psychic – but have been watching the trends and are excited to share their predictions for what is coming in the world of PPC… in 2018 and beyond.
Join AdAlysis’ Brad Geddes, Elite SEM’s Aaron Levy, and Hanapin’s Carrie Albright as they share the exciting journey that PPC will take in the coming years and how you can be prepared for it.
This webinar will take place at 1pm ET / 10am PT on November 16th.
In 2013, Bryan Eisenberg made a bold statement; “In the next 3 years, 80% of all PPC professionals will be replaced by an algorithm”.
It’s been 4 years, and yet the job market is still quite strong for PPC managers. Indeed lists over 2,000 open positions right now in the United States; many starting over $85,000/year. When we look overseas, there are more than 500 available just within London.
Now, I’m not throwing Bryan under the bus for a bold prediction; as there are many jobs that will be automated. No one spends all day setting bids any longer; a machine can do that. No one should be spending their time defining simple tasks – like telling a computer we’re testing ads – a computer can automatically start any test and tell you when it’s done.
What we should be looking at is what jobs will be replaced and which ones are robot-proof. The job you were doing 5 years ago is not the same as today even if your job title is the same (within the PPC industry). The PPC practitioners job has evolved. So Understanding these trends will help you ensure that you are training for the correct skill set or going up the proper path within your company so that your job will remain safe.
Testing ads is an essential part of any marketer’s life. Your offers change, your competition changes their offers, people change how they interact with messages, and without ad testing, you will quickly fall behind the competition.
By testing ads, you are ensuring that you are constantly trying to improve your marketing. When we look at accounts that do a lot of ad testing, especially in competitive markets, we generally see one of two trends emerge.
The first trend is where you see improvements; and then your account declines, then you test more and see improvement, and then you see declines.
This is common when your competitors are constantly changing ads or when the market conditions are always in flux; for instance, in the mortgage industry, there are market changes due to mortgage types, interest rate changes, and parts of the year when people are more or less likely to move.