By: Johnathan Dane
Considering the low number of characters available for headlines, ad copy, and calls-to-action, actually writing your ads can be quite a daunting task. However, it’s not something that is written about as much as bidding strategies or conversion rate optimization. That’s why when I discovered this post from WordStream I knew I had to share it. In the article, Jonathan discusses 7 ways to write effective ad copy and gives some pretty great examples, too. Here is a quick preview:
- Mirror the visitor’s end goal
- Use countdown timers to trigger loss aversion
- Keep your ads current
- Get super specific
- Make things personal
- Make your ads hyper-local
- Test your heart out
Make sure to check out the full post over at WordStream!
This is a post that is of interest for beginners only as it covers the basics of the Google Display Network. However, everything is laid out in very clear, simple terms and I think it’s a great resource for those who do not have much knowledge of the GDN. Christine covers all the basics as well as when to and when to not use the GDN, getting started with your first campaign, and measuring your performance. If you have never run campaigns on the GDN, make sure to start here.
By: Erin Sagin
Mobile PPC advertising is an ultra competitive space – there is no way around that fact. With the smaller SERPs, increased click-to-call bidding, and marginal conversion rates, advertisers need to do everything possible to get a leg up on the competition. Luckily Erin put together this informative post addressing the three biggest mobile advertising mistakes. Here they are:
- Impressions far too low – potential customers are not seeing the ads: adjust bids and/or increase quality score
- Put more emphasis on click-to-call ads: Bypass potential issues with a landing page and get prospects on the phone with salespeople
- Fix your landing pages: Conversion rates are already incredibly low on mobile, and if your landing pages don’t help convert mobile users you’re going to run into all sorts of trouble.
Make sure to check out the full post and start killing it in the mobile PPC game.
Ah, the topic of virality – how does one make something go viral? Similar to SEO, making something go viral is not a verb; it is not something that we as marketers do. We optimize, reach out, and perform a slew of other tactics in the hope that our piece of content spreads and “goes viral.” One unique tactic which I had never even considered in this regard is PPC advertising! Larry Kim delves into the realm of possibilities in this post as he walks us through an example of incorporating paid search into his content promotion strategy to help reach influencers and spread the content. And to my surprise it actually did contribute to exponential growth of the reach of his content. This is a really interesting post/topic and is not to be missed!