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How to Write Great Text PPC Ads

PPC Ad copy writing is what you make of it. If you hate it, it’ll be a drag, but if you embrace it and just creative with it once in awhile, you’ll find the words flowing out of you like Shakespeare./nThis guide is by Elizabeth Marsten from Portent Interactive.

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How to Write Great Text PPC Ads

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  1. Great Text Ads poetry in marketing elizabeth@portent.com

  2. Interactive Moment • Stop looking at work email. • Think of a product or service that you really like or use often. • Write it down.

  3. Writing for Your Audience a/k/a Would Your Mom Click on That?

  4. Mom & the Internet

  5. Start with the words You know…the keywords

  6. *Look at the keyword list*What keyword has “floated” to the top?*Take that keyword and build the ad around just it.

  7. Interactive Moment • That product or service you wrote down, think of who uses it. • What keyword(s) would they use to search for it? • Write it down. • Stop Facebooking, these next couple of slides are interesting.

  8. We’re Here for the Ads We don’t need no stinking keywords!

  9. Ad Set OptimizationVan Wagner Ad Sets Optimization Model • One great ad isn’t enough. • Especially if you’ve got more than one audience for a set of keywords. • Aim for 2-3 solid performing ads. • Test around your “set.”

  10. College Application Counselors For Teens For Parents

  11. Great Taste or Less Filling?

  12. Tell Me Something… DYNAMIC!

  13. Dynamic Insertion in Display URLs • Insert a dynamic keyword at the end: www.examplesite.com/{keyword:pajamas} • Use all caps to really make it pop {KEYWORD} (MSN only) • The shorter the URL the better, drop the “www” for example. • Separate words with a “+”

  14. Be Dynamic!

  15. Speaking of adCenter…

  16. MSN AdCenter • Use capitalization in headlines- while the entire headline can’t all be done in caps, words can.

  17. More MSN AdCenter • Want to use “FREE FREE FREE”? • No problem.

  18. Free Works

  19. Enough! Go Back to Google AdWords!

  20. Site Links

  21. Tell a Story

  22. Start a conversation

  23. List More Promotions

  24. Interactive Moment Pick one of the keywords you wrote down. Write a headline for the audience with that keyword. Do NOT limit yourself to “best practice.”

  25. Display Ad Builder • Google’s adding more and more templates to help you create display ads for the content network. • You can upload any picture that’s yours… • Have some FUN with it.

  26. Inspire Me

  27. What’s Your Tone? Noisy, tasty, smelly, sporty, mean, creepy, serious, dirty, guilty, nerdy, egomaniacal, girly, teen, for bros, fast, slow, aggressive, passive-aggressive, sad, happy, bored, excited, nice, surprise, casual, formal, passionate….

  28. Poetry

  29. Use a Hashtag

  30. Write Drunk

  31. Write Nerdy

  32. Interactive Moment • Pick a tone. • Write the body copy of your ad. • Ask yourself- would I click on that? Would my audience? • Proud of your ad? Tweet it- #SMX #24D • Go back to work email.

  33. Write Ads that Sound Dirty

  34. Just be Smart About it

  35. Find Inspiration in Others

  36. elizabeth@portent.com @portentint

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