SES notes: Creating Compelling Ads

Filed in Conferences/Educ., PPC Advertising, SEM by Matt McGee on August 14, 2006

SES 2006 logoTuesday, 9:00 am – Creating Compelling Ads

Ding! Ding! Ding! As someone who does not do a ton of PPC work, I found this session to be tremendously helpful and full of great information. In fact, I’m going to retype my handwritten notes word-for-word and cross my fingers you get as much out of it that I did.

PHIL STELTER

(from Range Online Media)

  • focus on setting and reaching goals, not clicks; “CLICKS ARE NOT A GOAL”
  • test all creative – you only think you know what the searcher wants; what works for your competition may not work for you; creative must match your “brand voice”

TITLES

  • most important element of the ad — must catch searcher’s attention
  • use keywords
  • always use proper grammar (through the entire ad text, too)

DESCRIPTIONS

  • customize each description by the creative or the keyword
  • clearly indicate your unique value proposition

DISPLAY URL

  • use of Nike.com worked better than Niketown.com – better CTR and ROI

TEST

  • seasonal creative, promotions, dayparting, geo-targeting
  • turn OFF the Ad Optimizer in AdWords

INCLUDE PRICE IN CREATIVE?

  • won’t necessarily increase CTR
  • sometimes Yes, sometimes No
  • high-maintenance

DARREN KUHN

(from Resolution Media)

  • Google now the best system to test multiple creative, at least until new Yahoo! platform is done
  • ask the engines for CTR averages for your industry
  • success is determined by CTR and conversion

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