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Old 01-25-2008   #1
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AdWords 101 Writing Creatives

Okay I wrote an article about writing creatives for anyone needing some help.

Give it a read and let me know what you think... and add any other tips here.
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Old 01-25-2008   #2
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Re: AdWords 101 Writing Creatives

Great article!

You can't stress enough to focus on conversions and test, test, test!


Some other tips...

- Using capitalization on each word always works best for me

- An exclamation point can help if used properly!

- "{KeyWord: Default Ad Title}" can be a great title

- So can titles like "Save on {KeyWords:Products}" and "Expert {Keyword:Service}"

- Experimenting with similar/identical ad elements that your competition is using can be very telling

- Using keywords in the domain url can help. For example: www.domain/keyword or keyword.domain.com (I don't like to use DKWI here because multiple word keywords don't look right with the '+')

- If selling a product, test putting the actual price in the ad vs. evidence that you are selling something ("save", "buy", etc.) vs. no mention of price or sale. Most times the CTR will be worst with price and best w/ no mention... but conversion rate will be the inverse. Calculate the most profitable and go with that.

- Last, (but not at all least) highlight what sets your site's offerings apart from the rest.
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Old 01-25-2008   #3
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Re: AdWords 101 Writing Creatives

Good points Chris.... keep them coming
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Old 01-25-2008   #4
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Re: AdWords 101 Writing Creatives

If your display URL is more than one word, use initial caps. For example, www dot GreatStore dot com instead of www dot greatstore dot com. Seems to help with CTR in my experience
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Old 01-27-2008   #5
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Re: AdWords 101 Writing Creatives

Hey Mel,

Good point and I'd actually take that a step further. We've found that GreatStore dot com typically works even better than www dot GreatStore dot com. You've got to test it of course as branding plays into that a lot.

Oh, and great article Frank. I'd say keyword selection and writing creative are the two biggest areas for mistakes in PPC Campaigns, so a little education can't hurt!

Cheers, Mary

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Old 01-27-2008   #6
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Re: AdWords 101 Writing Creatives

Thanks Mary... I want people to learn how to really work PPC so that the industry grows and gains the rightful market share of advertising.
Mentions of dotcom bubbles are a little premature... we work in an industry that has no where reached a peak
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Old 01-28-2008   #7
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Re: AdWords 101 Writing Creatives

One of the biggest mistakes I see with folks who are new to AdWords (and also with some who are not so new!!) is a failure to understand the connection between ad and landing page.

As a start, I ask 3 simple questions:

1) Is your keyword in the landing page content?
2) Is your keyword in the landing page TITLE TAG?
3) Is your keyword in the ad headline?

Last edited by abbottsys : 01-28-2008 at 05:22 PM. Reason: typo
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Old 01-28-2008   #8
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Re: AdWords 101 Writing Creatives

yes those are good tips mate....
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