Transcript Lesson_07_writing_good_ads_02

Ad(vertising)s
Jim Jansen
College of Information Sciences and Technology
The Pennsylvania State University
[email protected]
First, recap of daily logs
• Learning goals -> implementation of keyword
advertising (you’re in the right course!)
• Teams generally got off to a good start and
moving along on selecting clients (few teams still
looking)
• Need to get a better understand of a convert
(that will come!)
• Keyword selection was generally good for this
point in the course, so positive there!
Some admin and review
• Teams: everyone needs to do the individual
exercises; engage in follow-on discussions;
and contribute in a meaningful way to the
team’s effort, while at the same time realizing
that it is a collaborative effort
• Keywords, a point of clarification – no terms
can be used in more than one Ad group
Keywords Across Ad groups
• Let’s look at two Ad groups in a campaign (Chicken and
Egg)
Ad group Chicken
• chicken fried steak
• [chicken fried steak]
• “Johnny’s chickens”
Ad group Eggs
• fried chicken eggs and steak
• [fried chicken eggs]
• “Johnny’s chicken eggs”
• chicken fried steak & fried chicken eggs and steak = X
• [chicken fried steak] & [fried chicken eggs] = OK
• “Johnny’s chickens” & “Johnny’s chicken eggs” = OK
• it depends on the matching option that you use!, not just
the terms
• Again, the keyword selection process is
critical to the success of your keyword
advertising effort!
Think of it as looking for the perfect
keyword, which would …
• Cause an ad to appear for every potential
customer
• Prevent an ad from appearing to all
unlikely customers
• Show every potential customer the perfect
ad
• Now, let’s talk about those ads!
Ads in AdWords for Advertising
1. Google launched AdWords in 2000.
2. 30 minutes after launch the first ad
appeared.
3. It was “Live Mail Order Lobsters”
4. There are now millions (if not billions) of
advertisements showing on Google
AdWords.
5. A $24 billion … with a b! … revenue stream
for Google in 2009
6. More than $40 million/day!
Think of this as
your SMB (i.e.,
car dealer,
bakery, etc.).
Think of this as
product or
service lines (e.g.,
cars vs. trucks,
cakes vs. cookies,
etc.)
Think of this as
individual
product or
service (Kia
Spectra, bran
muffin, etc.)
Today we
focus on the
ads, which
are the
welcome,
the
directions,
and the path
to your
customer’s
business
How do these little ads generate so much
cash?
Let’s find out ….
Keyword Advertising Exercise
1. Individually, think of a product that you
would like to purchase.
2. Go to Google and search for this product.
3. Review the first couple of results pages.
4. Find an AdWords ad that you believe is
well written. Be prepared to discuss why.
(jot down some notes)
5. Find an AdWords ad that you believe is
not well written. Be prepared to discuss
why. (jot down some notes)
You have 10 minutes. Begin
Okay, lets discuss …
What makes a good ad?
Writing Ads for Keyword Advertising
• Your ad has three goals, which are:
– Generating clicks from potential customers (i.e.,
these are the people you want, they can
generate revenue)
– Discouraging clicks from unlikely customers
(i.e., these are the people you don’t want, they
cost us money with little chance of generating
revenue)
– Setting customer expectations for the landing
page (i.e., want a positive customer experience,
this is very important for the convert!)
Think of it in terms of writing the
perfect ad, which would …
• Cause every potential customer to click
• Cause every unlikely customer to not click
• Take every potential customer that did
click to the perfect landing page
• Where do ads appear? …
• … on the search engine results page in
response to a query
North
East
• How important is writing a good ad?
Or, as Howie Jacobson says …
• Every ad is a promise.
• The promise goes like this: “Click me (and
ignore everything else on this page) and you’ll
get [this]”
• The [this] is the reason they click your ad.
• Promise [this] explicitly (e.g., Free download or
Canon PowerShot SD780 $279 Free Shipping
or Complete Guide to Garlic-Scented Candles)
• Promise [this] implicitly (e.g., Landing Page
optimization system. Achieve maximum CTR
with science. www.sitespect.com).
Look at it this way, ..
For every query, …
Your ad has …
~ 2 inches
~ 1/2 inch
= 1 square inch
= 1 second
… to get a potential customer’s attention
• What are the mechanics of an ad?
Writing Key Words Ads
• You get 4 lines of 25, 35, 35, and 35
characters
• Line 1 (headline): Make the potential
customer read the second and third lines
• Line 2 and 3: Set expectations for what is
on the landing page
• Line 4: Points to a relevant landing page
and establishes trust
Successful Ads for Keyword
Advertising
1.
2.
3.
4.
5.
Clear and well written.
Keywords in the title.
An action verb (i.e., a call to action).
Include some details (i.e. price, sales, etc.).
Capitalize keywords in the URL (i.e.,
www.JimJansen.com).
6. Choose destination URL that points to good
landing page.
Some Good Sources for Ad Advice
Writing Targeted Ad Text
https://adwords.google.com/support/aw/bin/static.py?pa
ge=guide.cs&guide=22792&topic=22800&subtopic=23
070
How To Write Your Google AdWords Ads
http://www.adwordshowtos.com/learn/write-googleadwords-ads.html
31 Killer Writing AdWords Ads Tips
http://www.googlelady.com/416/10-killer-headlineadwords-tips/
Your Text (Marketing and Advertising Using Google, Lesson
3)
Keyword Advertising Exercise
1. Select the top 5 keywords from one of your
Ad group from your campaign
2. Search on Google and analyze the
competition’s ads. (note: see Ad Diagnostic in
AdWords opportunities)
3. Things to look for: structure, tone, promise,
variation, features, price, trust, and call to
action.
4. Once done, discuss with your teammates:
How will you make your ads different and
better?
You have 30 minutes. Begin
Thank you!
(reminder to do your daily logs)
Jim Jansen
College of Information Sciences and Technology
The Pennsylvania State University
[email protected]