Playing on the theme of the old Westerns, Yahoo! has shared seven “sure-fire” tips to help PPC advertisers maximize their click through in search advertising campaigns.
The tip post labeled “The Good, the bad and the Creative“, aims to help advertisers “round up and clear out” the uglier ads in their arsenal. So here goes with the tips thanks to Noah Belson, one of Yahoo!’s Content Quality Analysts.
- Keyword Inclusion – Whenever possible, make sure to use the keyword in your titles and descriptions. It can help make them more relevant and attractive to the people searching on them.
- Keyword Insertion and Alt Text – Keyword Insertion helps ensure that the keyword always appears in the ad, and Alt Text helps the ad to read correctly and appear the way you want it to.
- Quality and Clarity – Clear, effective titles and descriptions give searchers a distinct idea of who you are and what you have to offer. Avoid spelling and grammar mistakes, as well as poorly worded titles and descriptions.
- Relevance – Make sure that your ads are relevant to the keywords in your ad group. Avoid “catch-all” ad copy that simply doesn’t fit with certain keywords.
- Keyword/Creative Conflict – Avoid ad copy that appears to clash with your offerings, such as a description that stresses low prices on shoes when in fact you primarily sell shirts. Even when the keyword appears in the creative, searchers may skip the ad if you stress something else.
- Competitive Advantage – If you got it, flaunt it! If you offer something that may give you an edge such as free shipping or a low price guarantee, be sure to mention it in your copy.
- Ad Testing – By creating multiple ads, you can use ad testing to test the viability of your ads and see which message resonates more with searchers. Routinely checking on the status and performance of your ads will help you stay on top of consumer response.
There’s some good old fashioned common sense ad writing advice in there that addresses many of the common mistakes advertisers make. So give your campaigns the once over and see if you can make your ads “hit the mark”.