Creating killer ad copy with David Szetela from Clix Marketing @ SMX WEST
Ad Design for Contextual Advertising
Biggest problem is the ads appear near unrelated content
Ads don’t distract attn away from
Contextual is not Search
- Readers aren’t searching for your product/service
- It’s more like traditional banner or print advertising
- Site visitor are in the research phase, not buying phase
Ad copy differences
Ads need to stand out
You can yell, use stronger words, imperatives (get, buy, wow!)
Hit people at the gut level
Image ads
- Have to be able to distinguish what is a photo of
- Have to have branding, call to action
browser, options, brow config, enable support java
ad positions in search
- for content = 1-4
- for search 1-3
- after 5 falling off cliff
Quality score
Diff from search, more related to CTR
Good that it’s simple, bad b/c need to bid high then lower bids
Adwords Editor ****
- Saves a lot of time
- Create a separate group for each ad type
Text ads and image ads will have different rates, so what you bid for will vary
Which queries will come in and how do I write ads to answer those ?s
What are ppl really buying?
Safety, happiness, comfort