Optimizing copy for Organic Listings and PPC ads
Came across an informative video about optimizing PPC ads. The video was produced by Traffick.com and featured Mona Elesseily who just released her book on Mastering Panama which is a how-to guide on Yahoo! search marketing. The video is just more than 7 minutes in length but I have extracted the main talking points and am posting them here for your reference.
I would like to note that despite this message being classified as constructive insight for PPC ads, I see no reason why a lot of what is discussed can not be applied to content for your blogs. Our approach to Blog/RSS Marketing is to treat posts as ads, thus the content you post on your blog should be written in a way that not only the search engines like, but also that compels your audience. So often blog copy is used for dialog and while this is not a bad thing, blog copy should also be used for soft persuasion purposes too. I wrote about this many months ago talking about using blogs for the soft sell.
Anyhow, here are the main talking points but be sure to watch the video, as well.
- Differentiate your ads
- Understand your unique selling propositions (USP)
- Create compelling ad copy
- cater ads to different buyer needs
- strong customer service
- official site
- Test your ad copy
- create at least 2 or 3 test ads
- build on what works
- discard what does not work
- Optimize for conversion rates, not just click-through ratio (CTR)
- Optimize for Yahoo! and Google
- observe different response rates
- tailor ads to specific engines
- test, tweak, refine
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