Aug 212007

Eight Observations On PPC Ad Copy

From our SEL column, here are eight observations about writing and testing pay-per-click ad copy. They're broad generalizations, but we've found them generally accurate.

  1. Copy is a 2nd-order effect.
  2. Bad copy hurts more than good copy helps.
  3. Ad copy is disproportionately interesting to senior management.
  4. Copy should sell you, not the SKU.
  5. Click-through isn't conversion.
  6. When testing ad copy for conversion, use duplicate-adgroup design.
  7. Use stats to distinguish signal from noise.
  8. Test shouts, not whispers.

Full article at SEL: Eight Essentials For Crafting Killer Paid Search Ad Copy

quality vs effectivess of ppc copy


One Response to "Eight Observations On PPC Ad Copy"
commissionblueprint... If your in the PPC game, you know the limitations that a 25 character headline and 35 character description lines can present. Fortunately, there are a number of short forms that can be used and get your message across. Not only that, but often these s...

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