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  • 6. Consider Using Paid Advertising
  • Rule 3: Create Compelling Ads

Rule 3: Create Compelling Ads

HIGHLIGHTS:
  • Creating targeted, compelling ads is important so your ad is 1) noticed, 2) clicked on, and 3) results in a sale

  • It's very important for your ad's content to match:

    • the search phrase the searcher entered, and
    • the landing page on your site they see when they click your ad

  • It's also important for your ad to STAND OUT from the crowd so it's noticed in the first place

  • ALL of your ads should be targeted, but you will need to use A/B split testing to see which ads are more compelling based on which version of the ad has a higher Click-Through Rate (CTR)

  • Ideas for making an ad compelling:

    • Your ad should contain & focus on the exact search phrase the searcher entered

    • Consider showing the price of the product (if your ad is product-specific) right in the ad's content

    • Highlight free shipping (if applicable)

    • Consider showing your toll-free phone number

    • Use "buzz words" in the ad content

    • Make sure to carefully review this list of ideas for creating compelling PPC ads

  • Highlights from the video tutorial on setting up a PPC ad in Google AdWords:

    • Keep each ad group narrow & specific since the same ad will be displayed for all search phrases you select for that ad group

    • If you offer a specific brand name, your very first ad group should probably be a brand-specific ad

    • Before creating the content of the ad itself, you should first enter your list of search phrases (i.e. keywords) since they will determine the content of the ad

    • Use Coach's Keyword Tool to get ideas for search phrases to set up for your ad

    • Enter search phrases in [brackets] to tell Google you only want your ad to display when somebody searches for that exact phrase (not for "related" search phrases) - this gives you complete control over when your ad will be displayed

    • Since you're entering exact-match search phrases, you'll need to enter all variations of each search phrase manually (singular and plural, misspellings, etc.)

    • The headline of your ad should always match your keyword phrase (or as much of it as you can fit), plus maybe a buzz word like 'Sale' or '30% Off'

    • The 'Display URL' must contain your domain name, but if you have room try putting the exact search phrase in front of your domain name followed by a period and then the domain name (i.e. keyword-phrase.domainname.com)

    • In the 'Destination URL' field, enter the URL of the page on your website that best matches the search phrases you entered

    • After you create 1 ad, create a 2nd ad with slightly different ad content to test which ad performs better over time

    • Google AdWords is the most competitive of the major PPC engines, so if an ad group is profitable in AdWords it will almost always be profitable in other PPC engines as well

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