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Creating killer ad copy with David Szetela from Clix Marketing @ SMX WEST

9 Comments

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

About Suzanne McDonald

Former Boston Globe journalist, New Media Education Expert, founder of Designated Editor: Teaching individuals, educators & companies how to create influential interactions & eliminate social media insanity.

Comments

  1. dog information says:
    May 14, 2009 at 7:12 pm

    Thanks for taking the time to report to us the meeting. Very informative.

    Reply
  2. Suzanne of Designated Editor says:
    May 14, 2009 at 7:34 pm

    Thanks for the thanks! Please check back for other SEO event notes, too.

    Reply
  3. Search engine optimization says:
    May 18, 2009 at 6:51 am

    Hi,
    Online Advertising expert David Szetela founded Clix Marketing in 2003, following a 25-year career in technology sales and marketing as an executive at Apple Computer and Ziff-Davis Publishing.

    Reply
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    wow, that’s something really out of the world, we jut need to follow the bacic concepts and then win the world.

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  5. Suzanne of Designated Editor says:
    June 3, 2009 at 12:30 pm

    Of course, it always sounds easy when you’re simply reading about it Thanks for the comment, feel free to add more.
    -Suzanne

    Reply
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