Articles in The 'ad-copy' Tag


February 21 2011

What Makes a Pay per Click Ad Better than Another?

by Marni Weinberg

With the online marketing arena becoming increasingly competitive, coupled with the relatively low cost of Pay Per Click ads (compared to radio, print & TV) more and more retailers are offering incentives to encourage searchers to click on their ad, rather than on one of their competitors. Clicks are not only what matters, though. What’s most important is for that click to convert into a lead or sale. As an online marketer, how can you guarantee that searchers will click on your ad, then go a step further and complete the desired action item? Unfortunately there is no guarantee, although you can work to make your ads stand out as much as possible. Here are a few tips you can try when creating your ad copy.

  • Create a sense of urgency by using an expiration date. This tells people they have a short window to take advantage of whatever it is you are promoting. It also allows for your ads to appear fresh and current. Be sure to update your expiration date! You do not want to be advertising an expired offer. Another way to create a sense of urgency is to use buzz words/phrases such as: Limited Time Offer, Shop Now, Buy Now, Download Now, etc.
  • Use adjectives that describe your product or service in as attractive/desirable a way as possible. Examples: Authentic, Genuine, Reliable, Exclusive, Extensive Selection, etc.
  • Create a minimum of 3 ads, which will allow for appropriate testing. Not all people will click on the same offer. Let searchers decide which ad copy they like best.
  • Freshen up your ads with new offers and ad copy every few months in an effort to keep them from becoming stale.
  • Do some snooping. See what your competitors are doing, offering and promoting and see if you can match (or even beat) their offers. Think about it this way…online searchers and shoppers are doing the same thing in an effort to find the best deal possible.
  • Use Inter Capitalization whenever possible. Here is an example:

 What Makes a Pay per Click Ad Better than Another

  • Use Site Links, which is a feature that AdWords offers. Here is an example:
  • What Makes a Pay per Click Ad Better than Another

    October 28 2010

    5 Tips for Successful Holiday Campaigns

    by Katherine Bennett

    The holidays are quickly approaching.  Soon Thanksgiving, Hanukkah and Christmas will be knocking at our doors. Get prepared for holiday season now, so it doesn’t catch your business off guard. Here are 5 tips to help get your paid search campaigns ready for buyers.

    Tip 1. Have a Game Plan
    It sounds simple enough, but many businesses skip this step and it shows in their paid efforts. Decide which holidays your business will target with paid search advertising. If you’re only interested in reaching the Hanukkah and Christmas audiences, set a date range for when ads will begin and end. Hanukkah is from December 1st through 9th. It would make sense to run ads in November to reach this audience; whereas Christmas is December 25th and ads for this holiday could begin at the beginning of December. Determine what strategies your business will use to target searchers. Will you try banner ads? Will you offer incentives? If so, what type of incentives? This leads us to tip 2.

    Tip 2. Offer Incentives
    If you haven’t noticed, most people like to get a good deal during the holiday season. In fact, many of your competitors will probably be offering an incentive. What will your business offer? Will you try coupon codes? If so, when will they expire? Free shipping and discounts on products are good ways to get people to purchase. Also, make sure to plan out what discount your company can afford to offer. If your company decides to offer free shipping, but the shipping costs will eat into your profit too greatly, consider offering free shipping with a minimum a purchase amount. For example, free shipping on orders over $50. It’s good to offer incentives, but make sure the incentive will not hurt your profits. Next, start working on your ads

    Tip 3. Make sure ads are Holiday Related
    Ads are a crucial part of your holiday campaign strategy. They determine if people will click on them and get to your website. Include “holidays” in your ad copy. For example: “Big Thanksgiving Sale”, “25% Off Christmas Sale”, “Celebrate Hanukkah Sale”. This signals to the searcher that these sales are for a limited time. Why? The searcher knows that a Thanksgiving Sale will not be running until Christmas. It may cause the searcher to think, if they don’t act now, they might miss out on the holiday sale. If your business is doing banner ads, make sure they have the right holiday theme. Don’t run ads with pilgrims and turkeys in the background with ad copy that says, “Enjoy Our Christmas Sale.” By the same token, a generic background may not signal to the customer that this sale is related to an upcoming holiday.

    Tip 4. Bid on Holiday Keywords
    In keeping in sync with holiday related ads, your business should include holiday search terms. If your business sells jewelry and is targeting the Christmas holiday, consider bidding on keywords like “jewelry for Christmas”, “Christmas jewelry gift” “Christmas jewelry sale,”etc. Keywords that are holiday related can help drive potential buyers to your site.
    Once the keywords are in place, think about your landing page.

    Tip 5. Landing Pages that Reflect Holiday Incentives
    Landing pages are one of the final steps in getting a customer to purchase your product or fill out a lead form. The page that a visitor lands on once they click on your ad is called a landing page. Make sure your landing page lines up with the messaging in your ads. If your company is offering 20% off in the ad copy, the landing page needs to mention 20% off. It can be frustrating to a customer to click on an ad that offers 20% off, but end up going to a page that doesn’t even mention the discount. How can they be sure they’ll receive the discount? Furthermore, is it worth their time to find something they like, hoping that when they get to the shopping cart page the 20% off offer will be there? Think about it. 

    The holidays are a great time to reach many new customers. By following the five tips above, a business can rest assured that they are on the right path to having a successful holiday campaign.

    June 15 2010

    Make Your Paid Ads Pop!

    by Marni Weinberg

    Let’s face it. The Online Marketing arena is a competitive one. Everyone who’s anyone has a product or service to sell and they all seem to make it sound as though their site is the best one to click on. Why would a consumer choose YOU over the countless others? If you don’t have an immediate (and compelling) answer to that question, well then shame on you! It is critical when creating a paid search initiative that your Ad Copy reflects – in as creative a way as possible – why searchers should click on your ads, rather than your competitors.

    Ad Copy can be tricky, in that the engines only permit a very limited amount of characters, including spaces and punctuation. Example: 25 in the First Line; 35 in the Second; 35 in the Third Line. Not a lot of space to say what you want to say, is it? So where should you start?

    How about making a list of all of the benefits of ordering from your website? These are the things you will want to include in your Ad Copy. Some of these benefits may include the following:

    • Low Price Guarantee & Percentage Discounts (up to 50% off, etc.)
    • Free Shipping & Returns
    • 24 Hour Customer Service
    • Free Samples With Purchase
    • Serving Customers Nationwide
    • Special Promotions or Discounts

    You will also want to use calls to action, in an effort to generate a sense of urgency such as:

    • Limited Time Offer or Limited Supplies Available
    • Offer Ends Soon
    • The word “now” speaks volumes and is quite powerful: Buy Now, Shop Now, Call Now, Order Now, Click Now, Visit Now, Discover Now, etc.

    Remember, your ads are competing with all of the others out there. Which incentives or offerings would entice you to want to click on your ad?

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