RKG Logo
Alan Rimm-Kaufman

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

If you like this post, consider subscribing to our RSS feed. You can also have new posts sent to you via email.

Share this post (via email, Digg, Delicious, etc)

Similar Posts

Trackback

http://www.rimmkaufman.com/rkgblog/2007/08/21/ppc-ad-copy/trackback/

No Comments Yet

Your comment will be first!

Your Comment

We "do-follow" links in comments. This may help your search rankings. Learn more...

Email Updates

Categories

Recent Comments

  • Rachel Harper: Dear Mr. Ullman, I worked for JCpenney for almost 18 years. In the past servely months they deceied to change my job disription....
  • Harry Joiner: GREAT question. Very thought provoking. I shall steal this.
  • IM: The presentation is just amazing!
  • Alan Rimm-Kaufman: Thanks for the thoughtful comment, Mark. Do feel free to drop off some of those free video soda machines at our offices any time...
  • Pay Per Click Journal: Honestly we never thought that social networking ads really worked - that is until we saw recent data. We are surprised but...
  • Mark Pilipczuk: Excellent article and definitely worth the time to read. A few other tidbits caught my eye: * There are 150 people working on...
  • Jeff Cornejo: Maybe the business is not in the social network, but in the services that spring up around the social network...which get acquired....
  • Tad Miller: Larry, I blogged about this a few weeks ago and the press I found from E-commerce people all seemed to indicate that the gas prices...
  • Matthew: Why not use Joomla? I mean its a CMS... Wordpress really isnt its more for blogging and even Joomla can do that.
  • Truck Accessories: I sincerely hope that not too much marketing effort goes into playing on the fears surrounding this energy crisis. Not only is...
  • mike: I work for a small software company in Colorado and we're going the solar route after hearing about Google. It's a fantastic idea and I'm...
  • Matthew: When we paid for ads, we only noticed about a 10% increase in traffic from them which almost broke even
  • Mark Pilipczuk: "Befuddled" is too kind. This is rubbish, and coming from a very skilled DR-focused company, it's incredibly disappointing and a...
  • George Michie: Mike, thanks so much for your insightful comments! Gayle, you're right there are more types than these. The spotlight I wanted to...
  • Gayle Dallaston: There are many more types of affiliates than the three you mention - although unfortunately they may be the most common of the...

Blog Stats

  • Posts: 715
  • Words: 312,021
  • Comments: 1,055

Administration

Close
  • Social Web
  • E-mail
Powered by ShareThis