Creating Compelling Ads

Question 1

What are some things which need to be achieved by Ad copy.

Answer 1

Ad copy needs to accomplish many things:

1. o Promote your goals for success
2. o Utilize you product’s uniqueness
3. o Showcase the product’s benefits to consumers
4. o Display the product’s features
5. o Identify with the consumer
6. o Direct the consumer to take action

 Vital to think about the searcher when writing ad copy o Help out the searcher by creating clear and informative ads o When a searcher doesn’t know what to do, he/she is much more likely to follow directions and listen to commands

Question 2

What are the 3 jobs of an Ad?

Does the Ad make the sale?

Answer 2

Job of an ad:

1. o Draw attention to itself
2. o Set expectations for the landing page
3. o Get the click

 Ads do not make the sale; a landing page makes the sale

Question 3

What are the features of an effective ad? (T) (4)

Answer 3

1. Ads should promote the unique selling point o E.g. cheapest price, best customer service, local, etc. o Focus on your most effective USP

 List your benefits and your competitors’ benefits  Find areas where you’re strong and they are weak  Test ads focused on those benefits

2.  Feature: facts about a service or product (e.g. 14 hr battery life) o Generally boring; doesn’t make sales
3.  Benefit: What a consumer gets out of a product (e.g. 14 hr battery life lasts through crosscountry plane rides) o Show how feature enhances user’s life o Finish the sentence

 Some stages of the buying cycle need benefits, while other stages need features:

o Awareness: benefits

o Interest: benefits

o Learn: features & benefits

o Shop: features

o Buy: benefits

4. Call to action

o Tells someone what to do after clicking

o Directions to convert

o Combine benefit with call to action

5. Copy writing exercise:

o List your benefits and your competitors’ benefits

o Find areas where you’re strong and they are weak o Test ads focused on those benefits

Question 4

What is the Anatomy of Ad Copy? (4)

Answer 4

1. Headlines

o Goal of headline is to draw attention

o Make headline unique

o Use keywords in headline: words from a search query are bolded

o Use two word rule and add modifier: creates interesting relevant attention grabber

2.  Description line 1

o Focus on feature/benefits

o Test USPs

o Give user reason to keep reading the ad

3.  Description line 2

o Call to action or benefit

o Try ending with exclamation point (only allowed one exclamation point per ad)

o Convince someone to click

4.  Display URL

o Not just a URL; marketing copy

o Let the user know their landing on a specific page

o Does not need to be exact URL; only domain must be accurate

o Text after the domain can describe your product or some other part of the ad

Question 5

Whats the best way to preview an ad?

Answer 5

Viewing you own ads online is not always reliable; ads may not show in certain situations

 Ad preview tool allows you to preview ads in different situations o Desktop o Mobile o Geography

Question 6

What are some best practices for Destination URL?

Answer 6

Traffic should rarely go to the homepage

 What is the user looking for? Which of your pages will satisfy this user’s query?

 Traffic should be sent to the furthest, most logical place in the buying funnel

Question 7

Why are Ad extensions important and what are some common Ad extensions?

Answer 7

 Ad extensions are additional information you can put into an advertisement

 These contribute to Ad Rank

 Common extensions:

o Ratings extension

o Social extension

o Location extension

o Site links

o Call extension

 Pick 2-3 ad extensions in all of your campaigns