Since I began working in search engine marketing, I have learned the basic rules of writing effective ad copy that adheres to search engine specifications.  While each search engine has their own guidelines, the premises are the same.  One important question still remains; how can you get as much information across to a searcher within the specific ad character limitations, but yet, still be fresh and creative?

A few weeks ago, I came across this issue while developing ads for a client.  I was stumped as far as the verbiage I could use in the ad copy, while still giving the ad a fresh look and feel.  Here are some methods I used to not only inspire me to write enticing ads, but to also differentiate my client among their competitors. 

I begin by conducting some research on my client’s industry; browsed their website and familiarized myself with industry terms.  If you happen to come across terms that are foreign to you, Wikipedia is a great resource that will put terms into a context that’s easy to understand.  This preliminary should research aide you in writing ad copy.

When writing the ad copy, I tried to select words that will evoke a sensory experience about the client’s business, product or service; such as ‘experienced’, ‘trusted’ or ‘knowledgeable.’  These types of words are important to searchers, as they want to conduct business with those they feel they can trust and who not only understand the product or service they are selling, but the industry as a whole.  To keep ad text exciting, try using a thesaurus to inspire creativity; sometimes it can take the ad to a higher level of professionalism.

Lastly, when I write my ads, I include a call to action whenever possible.  A strong call to action will not only set you apart from others, but also will make your ads more appealing to searchers.

It’s important to remember that you only a few have moments to capture the searchers attention.  Your ads don’t need to be elaborate; usually simple is better.  Be concise, creative and honest about your products and services and the ads will virtually write themselves.

I have worked with many different search engines for a long period of time.  Although each search engine remains unique in the tools they offer, one thing remains the same; the required minimum bid.  However, only a short while ago, Google was the first to break this mold by eliminating required minimum bids.  This monumental decision has had a ‘ripple effect’ through the entire Google Adwords interface. 

In the past, keywords were deemed ‘inactive for search’ if a client was not reaching the required minimum bid.  Now, Google has revised this procedure to be more of a quality based approach.  Since there are no minimum bids, Google now informs advertisers when keyword bids are below the first page bid estimate.  The suggested bid amounts vary per keyword and reflect the approximate bid that is necessary for first page search results.

Here are some suggestions to help manage your campaign, based on these recent changes.  Since there are no minimum bids, you want to be sure your ad is not becoming lost in the back pages of Google; this becomes increasingly important for competitive industry keywords and phrases.  Also, be sure that you are still closely monitoring your quality score; the level of the quality score will still impact the position where your ad is being displayed, despite your maximum cost per click bid.  Lastly, stay abreast of current Google tools and features by accessing the official Google Adwords blog and the MoreVisibility blog.  Staying current with industry news will help to keep your account in good standing and remain ahead of the curve when new changes are implemented.