|
On Google AdWords, you get a strict limit of number of characters per line for the headline, text and Internet address, because the ads are pretty small. On Overture, you can make them quite a bit longer. Usually the headline will appear in bold. So you want to grab the persons attention with your headline. It is usually a good idea to include the key phrase in the headline, though this is not a hard and fast rule. In earlier chapters we talked about doing surveys on your target public, and thus getting an idea of what motivates them, what their problems are (that your product solves), and what benefits they feel your product or service will give them. In writing your ad, you want to utilize the survey results, especially the benefit and problem items. One of the many advantages of paid search engine advertising is that you can write your ad copy, and put the ad up, and then see what the response is, and if it does poorly, it basically doesnt cost you anything. Bear in mind that these search engines expect you to get a certain level of response, so if your ads are doing poorly they may lower them in the rankings or even suspend your ads from certain key phrases. They are businesses of course, and have to make a buck too. But the point is that you can experiment with different wording for your ad and your headline. Whenever you make a change, record that in a folder with the date, so that when your response goes up or down, you know what the change was that caused it and when that change was made. Your Landing PageWhen you set up your ad on Google, Overture or one of the other search engines, you will have to choose a "landing page" for the ad. Thats the page where the person lands when he clicks on your ad. A few tips on how to work your landing pages:1. In most cases, it is best NOT to have the landing page be the home page of your site. We recommend in most cases to create a new page whose sole purpose is to be a landing page for that paid ad on one of the search engines.2. Do not put links on the landing page to the rest of your site. Design the page so that the only thing they can do on that page is fill out the form you want them to fill out. This will always increase response, and giving them full navigational buttons to every other page under the sun on your site will always lower response. Giving them only one option controls the process to a much greater degree.3. Design the landing page so that there is a bit of sales text on the top of the page, including any graphics as needed, and then there is a form on the lower part of the page. If possible, do not make them click through to yet another page to fill out the form or buy the product. 4. Create a separate landing page for each of your ad campaigns for each of the search engines. In other words, if you are advertising your widgets on Google and Overture, create a landing page for your ad on Google and a separate landing page for the Overture ad. The reason for this is that when you create the form, there is a line in the HTML code where you can specify what the subject line of the email will be, when the person clicks "submit" and the form contents are emailed to you. We recommend giving 4-digit codes to all promotions that you, so give one code to the Google ad and a different code to the Overture one. Then when the emails arrive, youll be able to tell how well your ads are doing on each search engine. Managing and Measuring Your CampaignOn both Google and Overture, by logging into your account you can see various statistics on your account. You can also compare your results on your site with these statistics. Here are the most important things to look for in measuring how youre doing:a. Impressions: These are the number of people that saw your ad, meaning they entered that specific key word or phrase, and your ad appeared. You can see the total impressions by day, for the week, and you can break it out so you can see the impressions for specific key phrases.High impressions means that you have selected key phrases that a lot of people are entering.b. Clickthroughs: This means the number of people that, having seen your ad, clicked on it and arrived on your landing page. The search engines will show the clickthroughs as a raw number and also as a percentage compared to the impressions.High clickthrough percentages means you have been successful in writing an ad that a good percentage of people were interested enough to click on, to go to your site.
Related Articles -
Max, Rage, 2012,
|
