Articles in The 'Paid Search' Tag

July 21 2011

MoreVisibility Twitterchat July 21

by Danielle Leitch

New Strategies in Paid Search
Thursday July 21, 2011

MoreVisibility’s Twitterchat took place today, July 21st. MoreVisibility’s chat (#MVCHAT) was lead by Executive Vice President, Danielle Leitch (@DanielleLeitch), and several members of MoreVisibility.  Paid search continues to evolve and find new ways to provide some cost-effective advertising opportunities, and the topics discussed included:

· The effectiveness of remarketing
· Mobile advertising’s new capabilities 
· The advantages of placement in Social Media channels

MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (est) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.

August 19 2010

Are Your Pay Per Click Ads Competitive?

by Marni Weinberg

A large percentage of websites utilize Search Engine Marketing as a major component of their overall advertising initiatives. Even amidst an economic climate where budgets are stretched ultra thin, paid search is on the rise. According to a recent CNET article, “Paid search is the Web’s latest sector bouncing back from the recession.”

While it is encouraging to see more dollars being spent online, the importance of the message within the ads should certainly not be forgotten. You want to make sure your ads are competitive; Pay per Click Ads are an effective way to drive visitors to your website to (depending on your business model) either buy a product, request a demo, fill out an online form, request a brochure, etc.

Unless your business is uniquely niche, I would bet there are countless others trying to drive the very same visitors to their websites to do the very same thing you are. To complicate matters, the character limitations set forth by the engines can be enough to make you bang your head against a wall! You essentially have to find a way to say what you want to say as creatively as possible, but with very few characters. Trust me, this is no easy task. The key is to make your ad copy eye catching, with incentives to make searchers click on your ad.  This can be accomplished by investing the necessary time to create compelling ad copy that will showcase your positives. Some examples can include:

  • The Use Of Coupon Codes
  • Free Shipping/Returns
  • Fast Delivery
  • Free Gift With Purchase
  • Low Price Guarantee
  • Percentage Off With Coupon Code
  • Free Demo
  • Free Webinar
  • Official Site
  • Authentic/Genuine Products

The use of buzz words to create a sense of urgency is also an excellent tool to grab the attention of a searcher. Examples include:

  • Now (Shop Now, Buy Now, Click Now, Order Now, etc.)
  • Limited Time Offer
  • The Use Of An Expiration Date (Valid through 8/31/10)

If you are an Online Retailer it helps to boast components like:

  • Huge Inventory/collection
  • Full Line of XXXXX in all sizes
  • Great Deals

Don’t forget to create a minimum of three (yes three) ads within each ad group and allow your ads to rotate. Eventually you should have *enough data to determine which ad performs the best overall.

*The use of an analytics platform is strongly suggested.

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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