In the spirit of
helping you get the most from your PPC campaigns, this two part blog series
reveals 7 quick tips for writing effective PPC ad copy. To catch up on Part I, click here.
Today we conclude our
series with three more tips!
Tip 5: Be careful
with promotions that can impact history
We’re big fans of promotions, but we’ve learned that
sometimes changing out ad text can backfire. Rather than immediately pausing an
ad with a strong click-through rate and replacing with new text, you’ll want to
“fold” in the promotional ad text by dropping it into the ad group and setting
the campaign ad distribution settings to rotate for at least a few days.
Additionally, you could opt the campaign into AdWords Experiments to have the
promotional ad delivered as a “test” and the standard ads delivered as “experiments.”
Even doing this, you may see a drop in position due to a lower quality score
with the new ad (less history, etc.) and an overall drop in traffic. Not
exactly what you want when you’re running a sale! If that’s the case, consider
putting your promotions in sitelinks for your Trademark Term ad groups instead.
When drafting ad copy, don’t forget to include a clear call
to action—a value proposition to set you aside from the competition. Also, make
sure you Capitalise Every Word.
These are some small details that differentiate a professionally written ad
from someone just starting with AdWords.
Detail is also key when determining your keywords. The
Google Keyword Tool is a great resource to help when generating keywords; this
can help find keyword variations, misspellings and pluralisations that you may have
forgotten to include with your initial efforts. The Google Keyword Tool is also
able to crawl websites for keyword ideas. By entering your website URL in the
tool, you’ll see exactly what Google thinks your website is all about. Those
keywords that Google finds relevant for your site are likely to create good
initial quality scores.
ChannelAdvisor’s Keyword Term Generator is another excellent
way to find new keywords and variations to add to your account. This tool takes
data from each of your e-commerce channels and lists all keywords that have
previously converted but are not currently in the account. Accessing
and using these relevant terms can help you take advantage of lessons learned
from other channels when optimising your paid search campaigns.
Tip 7: Learn from
Research your results and learn from them! Exporting a
report of your results from ChannelAdvisor and dropping it into a pivot table
by ad group will allow you to easily see if one ad is outperforming the others.
Learn from successful ads and experiment by placing that text in
under-performing campaigns to assess if this makes a difference. If you’re
using ChannelAdvisor’s software you can also delve into how your ad text
performs at various stages of the buying funnel. Don’t forget to measure your
Average Order Value (AOV) by ad so you can really tell if those Free Postage
and Packaging and other promotions are affecting AOV in the way you’d like!
We hope you found these 7 tips helpful! If you
want to learn some more essential PPC tips, why not download our Retailer’s Guide to Paid Search eBook? Also, don’t forget to subscribe to this blog for the latest Paid
Search tips delivered directly to your inbox!