| Title: | Eight Observations On PPC Ad Copy |
| URL: | http://www.rimmkaufman.com/rkgblog/2007/08/21/ppc-ad-copy/ |
| Printed: | July 4, 2009 |
| Source: | The Rimm-Kaufman Group Blog, info@rimmkaufman.com |
- August 21, 2007
- 1 comment
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.
- Copy is a 2nd-order effect.
- Bad copy hurts more than good copy helps.
- Ad copy is disproportionately interesting to senior management.
- Copy should sell you, not the SKU.
- Click-through isn’t conversion.
- When testing ad copy for conversion, use duplicate-adgroup design.
- Use stats to distinguish signal from noise.
- Test shouts, not whispers.
Full article at SEL: Eight Essentials For Crafting Killer Paid Search Ad Copy
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