1. AD WRITING & TESTING
Benefits & Best Practices

2. OVERVIEW
• Benefits
• Formatting& Platform Differences
• Best Practices - Checklist
• Strategy
• Pot Holes
• Testing & Scheduling

3. BENEFITS
• Better ads mean:
 Improved CTR
 Increased Quality Score
 Lower average CPCs
 Increased ROI

4. FORMATTING BY PLATFORM
 Character Counts:  Character Counts:
 Headline: 25  Headline: 25
 Desc. Lines: 35/each  Desc. Lines: 70 total
 Display URL: 35  Display URL: 35
 Editorial  Editorial
 Offers/Prices in ads must be  Offers/Prices in ads must be
represented in 1-2 clicks from represented directly on the
landing pages landing page
 One ! Maximum  One ! Maximum
 Content  Content
 Must meet all eligibility  Must meet all eligibility
requirements (no sex, drugs, requirements (no sex, drugs,
etc.) etc.)
 Links  Links
 All URLs must be valid,  All URLs must be valid,
working, and users must be working, and users must be
able to click out/away easily able to click out/away easily

5. BEST PRACTICES
• Write a catchy, billboard-like headline
• Include your keyword in the ad (title, preferably)
• Include one or more benefits

6. BEST PRACTICES
• Strong call-to-action
• Include one or more benefits

7. BEST PRACTICES
• Create an appropriate display URL
• Use all of your character space
• Test your ads!

8. STRATEGY
• Review all ads for Best Practices & change to fit
• Consider customer’s emotions & concerns
• Duplicate high CTR elements

9. STRATEGY
• Dive in to poor performers
• Check out the competition!
• Switch up ad copy to match promotions

10. STRATEGY (X2)
• Incorporate qualifiers to weed out bounce clicks
• Dynamic Keyword Insertion

11. POT HOLES
• No call-to-action or benefit call out
• Not differentiating yourself from competition
• Not using DKI

12. POT HOLES
• Not incorporating highest performing keywords per
ad group in to ad text
• Not testing/short-testing
• Not using qualifiers

13. TESTING
• Most important aspect of ad writing!
• What elements can you test with?

14. TESTING
• Same headline, different body copy
• Vice versa
• Display URL switch
• Benefit at the front vs. the back
• No benefit at all
• Cost break vs. customer service call outs
• Customer Reviews

15. HOW TO SCHEDULE AD TESTING
• Routine is the hardest part!
• Set up a monthly action plan to include:
o Campaign/Ad group to test
o Element to be tested
o Check-in tasks
• Use your action plan to take notes on future
tests/outcomes

16. EXAMPLE

17. RESOURCES
•Formatting
oBing: http://advertising.microsoft.com/small-business/search-
advertising/ad-content-guidelines#AC10
oGoogle:
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=151
941
•Dynamic Keyword Insertion
ohttp://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74
996
•General Ad Text Tips
ohttp://www.ppchero.com/category/ad-texts/
•Ad Testing
ohttp://www.ppchero.com/whaddyaknow-wednesdays-testing-ad-copy-for-
ppc-success/

18. Q&A
Submit your questions to the Organizer via chat. We
will respond to as many questions as time allows
and follow up via email if necessary.

19. HERO CONF 2012
 April 16-17
 Indianapolis, IN
 Early Bird Deadline- March 9

20. MARCH WEBINAR!
 Why and How to Outsource Paid Search
 Tuesday, March 20, 5-6pm EST
 Presented by: Tom Hootman
 Be sure to check the blog for registration info!

21. THANK YOU!
Direct any questions to:
kayla.kurtz@hanapinmarketing.com
Or
bethany.harvey@hanapinmarketing.com