Ad copy Tag

18 Jun Should I Have Phone Numbers in My Ads?

I get this question often from new advertisers, but I am inspired to post about the question because of this ad I recently saw:

Phone Number in Ad Copy

Let’s analyze this one step at a time:

  • This ad has 3 DIFFERENT PHONE NUMBERS!
  • The first number (1) is a call extension tracking number from Google, the second (2) is their actual number and matches their location extension number, and the third (3) is another number inserted into a sitelink.
  • This is a very competitive & expensive space – the AdWords keyword tool estimated CPC is $97.77 and he’s ranking #1 on the term.

Should You Have a Phone Number in Your Ads?

If a phone call is valuable to you then, yes, you should have a phone number in your ad. However, there are several ways to accomplish this (as we see above):

  1. Phone Extension – This would be my recommendation for desktop ads such as the one above. Google inserts a tracking number so that calls report back into AdWords.
  2. Phone Number in Ad Copy – This is discourage by Google and will likely get your ad disapproved.
  3. Phone Number in Sitelinks – Same as above. Expect a disapproval.
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02 Nov Facebook Ads Pro Tip: Use Correct Grammar

Over the weekend I was accosted by the following Facebook ad:

Bad Grammar Ad

Where to begin with this grammatical train wreck? Let’s do a little play-by-play:

  • “Get Girl Love Hiking!” – Is it supposed to be 2 sentences? Get Girl. Love Hiking. Because that would at least be a benefit (Get Girl) and then they’re just trying to build a little rapport. Right?
  • “Wanna get a girlfriends that like hiking?” – Yes, I want a girlfriend (in the committed relationship kind of way) but I don’t know if I could handle more than one. Newsflash: “a” is a singular article. You actually could have saved characters by getting this right.
  • “Only on meetsinglesonly you can get that!” – Why are you adding your URL here? It’s already right below your title. #wasteofspace

At least they did get a clear CTA in there with the old classic “Click here!” It almost makes the ad passable, but not really.

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15 Apr Creative Relevance in PPC Ads

News Flash: To get better CTR and conversion rates, your PPC ads need to be relevant to the search term and the user intent.

Okay, so that’s not really news so much as it is common sense. But before you dismiss this post, consider the following PPC ads for the search term “Food Inc DVD” (which is obviously a very specific product name):
Food Inc PPC ads

As you can see, Barnes & Noble and eBay hit the nail on the head. My exact term is in the headline and therefore bolded. eBay even takes the extra step and puts the search term in the ad copy to reinforce the relevance of their ad. However, look at our friends from DealOz.com. They may brag about their 70% off DVDs and free coupons, but I don’t even know if they have Food Inc. (in their defense, all three ads go to a search results/product page for Food Inc.)

Easy Way – Dynamic Keyword Insertion (DKI)

Our eBay and Barnes & Noble ads weren’t written with my exact search term in them. They use DKI to insert my term. For those of you not familiar with the syntax, in AdWords you simply put {KeyWord:Default Copy} into your ad and AdWords will automatically put the exact search term into your ad (as long as it fits the character limits). Instant relevancy, but be careful. Make sure to monitor your negative keywords or you could end up with an embarrassing faux pas like this:
Target PPC ad

Last time I checked Target didn’t sell infant body parts and they definitely didn’t qualify as furniture.

Hard Way – Static Ads in Tight Ad Groups

Every PPC campaign has a handful of top-performing keywords. You know, the 20% of your keywords that deliver 80% of the results. Take these keywords and place them in very tightly themed ad groups (like 2 or 3 keywords/ad group). Then right static ads using the keywords directly. This will ensure relevancy and allow you to put 2 or 3 relevant mentions in the ad (headline, ad copy, even the display URL). With a highly relevant ad, you can then work on your landing page to make sure you’ve established a strong chain of relevancy.

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