Creating Great PPC Ads Slides

In order to broaden my knowledge in the field of online marketing I decided to join the PPC Market Motive course with Faculty Chair David Szetela. Online advertising expert David Szetela is currently president of music startup NoNoyz.com. He was also recently voted Top PPC Expert by a poll of several thousand PPC advertisers.

If you want to get started with PPC I recommend you go trough first the slides below before you can find my previous blog posts to this topic with relevant case studies.

Do you find this blog post useful? Just let me know;-)

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PPC Training – Creating Great PPC Ads

Writing great ad copy

Writing compelling ads is key if you want to succeed with your PPC campaigns. Let me share with you some key points you shouldn’t miss when writing your ad copy.

  1. You have to talk directly to the readers. Use words like “You” or “Your”. People respond better when you satisfy the searcher’s need or desire.
  2. Use Capital Case. Capitalize the first letter for each significant word and you’ll see an increase in your ad performance.
  3. Headlines work best when the search term is included.
  4. Your ads should emphasize the benefits of your offering.
  5. Tell people to take action. Don’t assume that people know what action you want them to take next. Be explicit and spell it out for them.

Example:

Great PPC Ad Copy Example

Up to you now to persuade me to take the action you want me to do;-)

Related article:

Using PPC Ads to Fine Tune Your Organic Ad Copy

Claude Oggier

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PPC Training – Creating Great PPC Ads

The Fundamentals of Ad Group Keywords

Sorry for being late with my post. I have been working hard on setting up a new campaign and putting in place best practices from Faculty Chair David Szetela at Market Motive.

Initially when talking about the fundamentals it includes to understand that your ad’s objective is to GET THE CLICK.

Ad Group Keywords

An ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords.

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Ad Group Example: “jewelry design”

Root Keywords:

  • Modern jewelry design
  • Jewelry art design
  • Professional jewelry design
  • Fine jewelry design
In my next post I will share with you some best practices when it comes to writing your Ad Copy.

Claude Oggier

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PPC Training – Creating Great PPC Ads

Surveying Your Competition

After fulfilling your preliminary research work you need to understand and list the advantages your competitors believe are their most important ones, and gain inspiration for your own organization’s list.

Back to my example if you are a Jewelry Designer think about the following:

  • Do you offer handcrafted jewelries?
  • Are your jewelries unique?
  • How do you offer your jewelries?
  • Do you sell through a store or website?
  • Do you offer exclusive jewelry?
  • Do you offer a large selection of jewelries?
  • What makes your jewelries special compared to your competitors?
  • Do you accept jewelry returns?
  • Do you offer a higher quality?
  • Are your jewelries convincing?
  • Is your price competitive?
  • Do you offer something extra?

That is Surveying Your Competition from the Creating Great PPC Ads series.

My next post is going to talk about the fundamentals for your ad group keywords.

Claude Oggier

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PPC Training – Creating Great PPC Ads

Collecting Your Resources

Do some researches on Google, Yahoo! and Bing to see the ads your competitors are running.

For example, if you are a Jewelry Designer look for the root keywords “Jewelry Designer”.

That is Collecting Your Resources from the Creating Great PPC Ads series.

My next post is going to talk about how you have to survey your competition.

Interesting articles:

http://www.bryaneisenberg.com/2010/04/sem-intent-landing-page-conversions/

http://www.bryaneisenberg.com/2010/04/the-google-adwords-drama/

Claude Oggier

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Market Motive Online PPC Advertising Training and Certification

David Szetela and Scott Milrad are going to kickoff the 2010 Market Motive Online PPC Advertising Training and Certification today.

Due to a strong cross over in today’s market students can also benefit from the other Market Motive training material which include SEO, Social Media, Web Analytics, Conversion, Fundamentals and Online PR.

I am excited to learn from bestselling authors & speakers:

David Szetela
When David Szetela speaks, people listen. He’s frequently heard at Search and Advertising industry events like Search Engine Strategies, SMX, PPC Summit and MarketingSherpa Summit, not to mention on his weekly radio show “PPC Rockstars” at WebMasterRadio.fm.

Alan Rimm-Kaufman
Alan is the founder of the Rimm-Kaufman Group, a leading paid search agency that was named to Inc. Magazine’s list of Top 500 Fastest Growing Private Companies in America in 2008. Before founding the Rimm-Kaufman Group in 2003, Alan worked as the Vice President of Marketing for the Crutchfield Group where online revenues grew by 450% during his tenure.

Mary Kingsley Huffman
Mary Kingsley Huffman is a founding Partner and Executive Vice President at Ionic Media, a “thought-leading, multi-channel media optimization agency.” She speaks regularly on the topics of landing page development and testing, B2B marketing and conversion improvement and is the former Director of Marketing at Overture.

Bryan Eisenberg
Bryan is recognized worldwide as a leading expert on online marketing, conversion and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts.

Michael Stebbins
Michael Stebbins, a recognized marketing strategist, web analytics inventor, speaker and former VP of ClickTracks, is CEO and founder of Market Motive. Michael focuses on the recurring process of Internet marketing measurement and specializes in online lead capture and conversion techniques.

Read more about the founders and faculty at Market Motive

Claude Oggier

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