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PPC Ad copy writing is what you make of it. If you hate it, it’ll be a drag, but if you embrace it and just creative with it once in awhile, you’ll find the words flowing out of you like Shakespeare./nThis guide is by Elizabeth Marsten from Portent Interactive.
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Great Text Ads poetry in marketing elizabeth@portent.com
Interactive Moment • Stop looking at work email. • Think of a product or service that you really like or use often. • Write it down.
Writing for Your Audience a/k/a Would Your Mom Click on That?
Start with the words You know…the keywords
*Look at the keyword list*What keyword has “floated” to the top?*Take that keyword and build the ad around just it.
Interactive Moment • That product or service you wrote down, think of who uses it. • What keyword(s) would they use to search for it? • Write it down. • Stop Facebooking, these next couple of slides are interesting.
We’re Here for the Ads We don’t need no stinking keywords!
Ad Set OptimizationVan Wagner Ad Sets Optimization Model • One great ad isn’t enough. • Especially if you’ve got more than one audience for a set of keywords. • Aim for 2-3 solid performing ads. • Test around your “set.”
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Tell Me Something… DYNAMIC!
Dynamic Insertion in Display URLs • Insert a dynamic keyword at the end: www.examplesite.com/{keyword:pajamas} • Use all caps to really make it pop {KEYWORD} (MSN only) • The shorter the URL the better, drop the “www” for example. • Separate words with a “+”
MSN AdCenter • Use capitalization in headlines- while the entire headline can’t all be done in caps, words can.
More MSN AdCenter • Want to use “FREE FREE FREE”? • No problem.
Enough! Go Back to Google AdWords!
Interactive Moment Pick one of the keywords you wrote down. Write a headline for the audience with that keyword. Do NOT limit yourself to “best practice.”
Display Ad Builder • Google’s adding more and more templates to help you create display ads for the content network. • You can upload any picture that’s yours… • Have some FUN with it.
What’s Your Tone? Noisy, tasty, smelly, sporty, mean, creepy, serious, dirty, guilty, nerdy, egomaniacal, girly, teen, for bros, fast, slow, aggressive, passive-aggressive, sad, happy, bored, excited, nice, surprise, casual, formal, passionate….
Interactive Moment • Pick a tone. • Write the body copy of your ad. • Ask yourself- would I click on that? Would my audience? • Proud of your ad? Tweet it- #SMX #24D • Go back to work email.
elizabeth@portent.com @portentint
