ClickEquations Blog

One of the ways I sometimes describe quality score is as a bozo filter. It’s a mechanism that enables Google to discourage and prevent bad advertisers.

There are two kinds of bad advertisers; unintentionally bad advertisers and intentionally bad advertisers.

Unintentionally bad advertisers just don’t know what they’re doing. They jam too many keywords into ad groups, use broad category terms and phrases, write insipid copy, and send all traffic to the home page.

Quality score discourages (or instructs if you like) these nieve young advertisers with low quality scores.

Intentionally bad advertisers aren’t likely to make any of those same mistakes. They build highly targeted ad groups, use multi-word keywords, tune ad copy assiduously, and create custom landing pages.

Yet quality score whacks them too. How can this be?

Quality Score as Stick

The answer almost universally is found in the way landing pages effect quality score. If you read all the Google help files on landing page quality score – which you should – you’ll quickly discover that it’s essentially a citizenship guide.

They’re telling you everything a page and site needs to do to be good and nice and helpful. It also is good advice for most businesses looking for both conversions and long term positive brand identification and customer satisfaction.

But these tactics and techniques may not be the best way to maximize short term conversions. Hype, deception, and murkiness may actually better accomplish that. And that’s exactly what landing page quality searches for and penalizes. And it’s penalized quite heavily.

In fact, getting a poor landing page quality rating can cause many or all of your keywords to become ineligible for a huge portion of the search query auctions where they would otherwise likey rank quite highly. Or it can drop your quality score so low so fast, that the incremental cost-per-click you have to pay is quite considerable.

The other risk of being a bad guy in landing page land, is that quality score penalties based on landing pages can extend to your entire account – beyond just those keywords that were originally pointed at the poorly rated pages.

Once you get a bad reputation they begin to either decide you’ve got one of those business models they don’t want advertising or are otherwise some type of undesirable advertiser. It can be very tough to dig out of that hole.

Quality Score as Carrot

It’s a lot easier for Google to tell the bad landing pages from the not bad ones, than it is to tell the good ones from the great ones. So for the most part – almost the entire part – quality score slams those who do bad (or try to) but does very little to assist those who make great landing pages and sites.

As long as you don’t make poor landing pages, and especially deceptive or otherwise unfriendly ones, you’re almost always OK from a quality score perspective. Think of it as a pass/fail grading system.

Reading the quality score official writings doesn’t give you this impression. They make it sound like really targeted landing pages with perfecly aligned copy will actually drive quality score up. I don’t think it’s technically true, and have had highly placed people from the Google quality team confirm this.

What I think is happening in this case is Google is in this case telling you what you should do, what they want you to do, and even what is good for you to do, but over-reaching what they can actually quantify and apply.

Over time, it would certainly not be surprising if their ability to distinguish truly great landing pages from those that are just good improves. The calculations and applications of quality score continue to evolve and change. The current advice is good, the only point here is that right now if you’re not bad then you’re probably OK.

Landing Pages are About Conversion

Landing pages are an interesting element to think about in terms of AdWords because they’re the only system element that resides outside the system. Keywords, bids, match types, target URLs, and everything else exists inside their little world.

Landing pages are post-click. They’re instruments of conversion. For most advertisers Google doesn’t know if you’re clicks are converting, and since that’s the goal is really is hard for them to judge your success.

It’s good and reasonable for them to ensure that people who search on Google aren’t led into a dark alley and whacked on the head. I think that’s what landing page quality does today.

Mistaken Identity

It is worth noting that algorithmically sometimes they get this one wrong. The AdWords Help Forums are full of stories of people who claim to be good guys – not something you alway want self-assessed – and yet get poor landing page quality scores. Often it seems their pages do give the scent of badness even if it wasn’t intentional. But other times it seems clear the all knowing GooglePlex has erred. When this happens, it’s not fun, but reaching out to AdWords Support and requesting re-evaluation and perhaps some human intervention has proven helpful. Usually not as quickly as people might like, but it works. FYI.

What Do You Think?

This blog post is part of a series extending and amplifying the ideas in our free ebook ’21 Secret Truths of High-Resolution PPC’.

What they’re saying: “Everything you know about AdWords is the basics Google wanted you to know. Just enough to get you hooked. But what if there was fundamental secrets that they neglected to share? Would you want to know them? Now you can! 21 Secrets Truths is what you must read, no, act on, before your competitors do.”

- Bryan Eisenberg Conversion Expert and New York Times Best-Selling Author ’.

Download Your Copy Today
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The Best Practices feature in ClickEquations can help you to find and fix a wide range of common problems in your accounts.

One of my favorites is ‘Text Ad CTR Low’ which identifies text ads running in your ad groups which have a CTR that is some percentage lower (30% by default) than the other text ads in the same ad group. This has the potential to make huge improvements in your quality scores and overall results.

In this post we’ll look at how to setup and best use this best practice.

Setup

To begin you need to configure and start the best practice. In the Best Practices Manager, create a new ‘Text Ad CTR Low’ best practice, modify the options if necessary, and assign it to run on some or all of your campaigns.

The right option settings depend on the behavior and performance of your account. The default CTR Difference of 30% is a good starting point if you have 50 clicks or more per text ad in the defined lookback period. If you don’t have that many clicks in the desired timeframe, raise the CTR Difference to 100% and you can get statistically significant results with only 12-15 clicks.

See ‘Adding and Editing Best Practices’ in the ClickEquations help system for more detailed information and instructions.

Save your new best practice and it will run that evening. Go get a good night sleep.

Reviewing Best Practice Alerts

The ‘Ad Alerts’ section of the ClickEquations dashboard will now tell you if any your ad groups are in violation of your defined best practices. Click on the red alert counter and you can see how the under-performing ads are spread across the various search engines.

To see the problem ads on Google, click the number next to Google. The ClickEquations Manager will open to the Text Ads tab with all the problem ads displayed. From here you’ll be able to review the details of the situation in each ad group, and take corrective action.

Resolving Low CTR Text Ads

The list of text ads you’ll see only includes the ones that under-performed. If you’re in a hurry you might just pause them all, or edit the ad copy to try and boost the CTR.

But a better approach would be to dive deeper into the specifics for each ad group.

Here’s the steps you might take:

• Click on the ad group name next to the first text ad in the list. This will open tab for that ad group so you filter down to only the ads in that ad group.
• Click back to the Text ad tab to see the under-performing text ad and the ads it is competing against.
• If there are paused or deleted ads on the list, use the Edit Filter.. command to display only items with the status of Enabled, On, or Active.
• TIP: Name as save this filter as ‘Show Only Active/Enabled/On’ for future use.
• Compare the performance of the text ads to see if you really want to pause or rewrite the under-performing ad.
• Use the Verster significance checker to make sure you can be statistically confident in the results. If not, use the calendar to bring in more data from a longer time frame.
• When you have confidence in the data, take action on any under-performing ads – pause or rewrite.
• Check the box next to the under-performing ad (if you didn’t delete it) and clear the alert.
• If there are more under-performing ads, Click on the remaining number next to the Text Ad CTR Low alert in the Alerts palette, and repeat this process for the next under-performing ad.

Economic and QS Benefit

The process of eliminating poorly performing text ads from within your ad groups should have huge benefits to your account. Every under-performing ad that is eliminated will increase your CTR, which should drive up keyword quality score. And as we know, better quality score results in more impressions, higher positions, and lower CTRs.

Wrapping this process around a thoughtful effort to write and test better ad copy, and keep an eye on not only CTR but also conversion rate, can further the positive effects.

When you run lots of text ad tests – as you should – keeping track of them and waiting for sufficient data to hit some level of confidence in the results is a management challenge. Using the ClickEquations best practices to automate the management of under-performers is a dramatic improvement to the process.

Paid search accounts are filled with history and failures. Campaigns we’re no longer running, keywords that didn’t work, and text-ads that failed or just wore out.

Many of these aren’t ever deleted, they just kind of linger, cluttering our reports and screens.

The ClickEquations custom filters allow you to remove these items. You can choose the statuses you want to show, and leave off those you want to hide.

To make this even easier, create a named/saved filter. To do this:

1. Open the Edit Filter dialog box. (In Manager, under the Filters and Views pop-up)
2. Click the black arrow next to Status to open the status choices.
3. Choose the Active, Enabled, and On status options.
4. Click the check box next to ‘Save As’
5. Give your filter a name like  ’Active/Enabled/On Only’
6. Click OK.

Now you can get remove all paused, inactive, deleted, and off items from any tab by just choosing your new filter from the Apply Saved Filter menu.

Text ads are trying to answer questions.

Writing text ads is difficult because you have only 95 characters to stand out from a sea of competing messages and persuade the searcher that you’re the ad to click.

There are many strategies and tactics to accomplish this, and both technical skill and creativity are required. The process takes considerable time and effort.

And there is only one way to measure success. Testing.

But testing requires more than simply running a couple of ads simultaneously. It requires the conditions for a fair test, a clear goal, and valid measurement and analysis. Much of what passes for text-ad testing in paid search lacks one or more of these requirements.

Let’s look a little closer at each to better understand how to properly test text ads.

Conditions For Text Ad Testing

Text ads cannot be effectively tested too early in the process of optimizing your account or ad groups.

If you haven’t yet optimized the keywords, match types, ad group organization, and negatives then the search queries coming into the ad group will be too diverse. If people are asking 25 different questions it’s impossible to compose any single answer that will satisfy all of them. If you try to test text ads too early, you won’t be able to trust the results. Maybe you’ve got a lousy text ad, or maybe the ad is just running against a lot of very untargeted or unqualified search queries.

So before even beginning to worry about text ad testing, make sure you’ve read and implemented Secret Truths #1 – #8. When the vast majority of the queries coming into an ad group are similar, you’re read to test text ads.

Of course, you have to write some text ads when you setup an ad group. And you should monitor and review their performance and make changes as necessary. But hard core text-ad testing – statistical comparisons – isn’t reasonable or necessary until the ad group has been properly constructed and intelligently optimized and – in terms of search queries – stabilized.

What You Can and Can’t Control

Another factor to consider in text-ad testing is the reality that paid search is a dynamic environment. Keywords get added, negatives expanded, bids change, competitors impact average positions, and other account modifications take place on a regular basis. There are variations in activity and results based on day of the week, week of the month, month of the year, weather, news events, sales, inventory, competitor promotions, and more.

So in the time it takes your ad group to get a sufficient number of impressions or clicks for a good test, how can you be sure that it is the ad copy that you’re really testing?

The answer is that you really can’t. There are no static environments in PPC. But all the ads in the test are subject to almost all the same environmental conditions, so many would argue these external influences don’t influence relative performance. That may be true, it may not. But you can’t control for many of these variables, so we ultimately have to accept them as a fact of life, a limitation in the system.

Whenever possible however, try to limit those changes you do control during deliberate text-ad tests. Don’t introduce new keywords or negatives or dramatically shift bids. Chance are if you find the need to make radical changes of any of these types you’d be better off making them and then restarting your tests.

Clear Text Ad Testing Goals

The goal of text ad testing is to determine which ad copy delivers the best click-through and/or conversion rates.

• Most ad testing focuses on CTR. That’s clearly the direct goal of the ad, and helps to drive up quality score.
• Conversion rate should be tracked and considered, even if CTR is the primary goal. There are many ways to incite a click, but Google gets paid for clicks while you get paid for conversions.
• The conversion-per-1000-impressions metric (CP1K) is a great way to blend these two goals and find the truly optimal ad copy. (I hope to write more about CP1K in the near future).

Statistically Valid Text Ad Testing Analysis

Assuming you have a clear goal in mind and a stable testing environment, test data becomes the next hurdle. How many impressions and clicks does a set of text ads need for a valid test?

The answer to that relatively straightforward question has eluded most PPC managers for years. I assume this is due to the fact that most of us aren’t trained mathemeticians or statisticians. (I’m certainly not.) And most of the software we use to create and edit text ads does not provided the statistical support we really need.

So we’ve slithered forward based on the conventional wisdom that suggests tracking ‘at least 100 impressions or 10 clicks before there is enough data to declare a winner’. Unfortunately this really isn’t very accruate or useful advice.

Statistically, it turns out that those of us who’ve been reacting to text-ads with anything near 100 impressions or a dozen or so clicks have regularly made essentially random decisions. We’ve paused the better ad many times, letting the loser run. We’ve sabataged our own results. Repeatedly. Over long periods of time.

Consider the example shown at right: Three text ads running in an ad group. About 500 impressions each.

Is there enough data to make a wise decision?

It seems pretty clear. The first ad at 1.98% CTR appears to be our winner. But the statistics tell us that it isn’t that clearcut.

I looked at the statistical significance and confidence intervals for these ads. We can only be 80% confident that the CTR difference between the first and second ad are actually different. Same for the difference between the second and third ad.

80% confidence is not very high.

It’s not considered high enough to be sure something is true in most activities where statistical confidence is considered. For scientific activities a 95% rate is the desired standard.

To understand the potential error in accepting these numbers, look (below) at the range of possible CTRs for each of these ads that we can be sure of with a 95% confidence.

The first ad may actually be as low as 0.82% CTR, or could be as high as 3.14%. That’s a pretty wide range – we just don’t know yet, with a high level of confidence, what the CTR of this ad is going to be. You can see similarly wide ranges for the other two ads, and in comparison see there is plenty of overlap in the potential which means if we really let this test play out, we may get a very different result.

So how many impressions would it take to get 95% confident in the differences?

If we let these ads run until they had around 1000 impressions each they’d achieve a 90% confidence. It takes nearly 1500 impressions per ad to hit 95% confidence.

The actual number needed for any given set of ads depends a lot on the CTRs and their relative difference. But it’s a rare circumstance when anything like 100 impressions or 10 clicks is adequate.

You can check the numbers on your own ads using two great tools:

• Vertster.com offers a simple, free, online utility that lets you enter CTRs for two ads and check the confidence level.
• Teascalc is an Excel sheet that costs $49 but offers a both confidence and interval data.

Making The Grade

Everything we do to create and optimize paid search accounts is done in hopes of showing the right people the right ad at the right price.

Their reaction to our ads is feedback on how well we’ve done at targeting them and organizing our accounts as well as on how aligned our answers are to their questions.

Fortunately for us if we do things right – in setting goals, creating testable conditions, and accurately measuring and analyzing we can get this feedback in clear, powerful, and actionable form.

Text ad testing isn’t just another wise and important step in paid search management. It’s the crucial step that pays off all the others.

This blog post is part of a series extending and amplifying the ideas in our free ebook ’21 Secret Truths of High-Resolution PPC’.

What they’re saying: “Everything you know about AdWords is the basics Google wanted you to know. Just enough to get you hooked. But what if there was fundamental secrets that they neglected to share? Would you want to know them? Now you can! 21 Secrets Truths is what you must read, no, act on, before your competitors do.”

- Bryan Eisenberg Conversion Expert and New York Times Best-Selling Author ’.

Download Your Copy Today
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A lot of people who come to ClickEquations have never used dedicated paid search management platform before. They recognize that the right paid search platform can give you a competitive edge – you can spend more time optimizing your paid search programs and less time dealing with repetitive issues.

But, the buying process can be often be overwhelming. It’s easy to get caught up in long spreadsheets of feature lists. If that sounds like you, you might want to attend PPC Summit’s free webinar, “The Top Three Mistakes Marketers Make When Choosing a Bid Management Tool” this Wednesday, 2 EST / 11 pst.

You’ll get glimpse inside PPC Summit’s 2010 PPC Management and Optimization Report, including:

• The one thing to help you make smarter buying decisions
• The common practice that leads to buyer remorse and what to do about it
• Where paid search is heading and why that matters to your business
• Important lessons you don’t have to learn the hard way

We’re sponsoring the webinar, but the report is not sponsored and is vendor neutral. It’s much more about how to approach the process of choosing a platform more effectively.

Register Now!

Tomorrow June 8th @ SMX Advanced in Seattle I’m digging deep into AdWords Quality Score in the 10AM Session. But I’m not going to have time to cover the issue of what to do with poor performers. This post offers some thoughts on that topic, as an addendum offered in advance. I’ll post some version of the entire presentation online next week.

In the dark ages of AdWords, (before quality score) you couldn’t just bid on any old keyword. There was a minimum CTR requirement. When a new keyword was added to your account, Google gave you about 1000 impressions to prove that you could earn a click-through rate of at least 0.05%. If you didn’t meet or exceed that CTR level the word was paused. Game over.

Yes, they did allow you to try to improve by writing a new text ad, or editing your bid to test a higher position. But after another 1000 impressions or so, if one-half of one-percent of the users didn’t click, the keyword was shut down again.

The Age of Quality Enlightenment

In the AQ era (after quality score) things are more complex. Poor performing keywords are sometimes denied all impressions, but more often they’re pushed down in position and generally shown less frequently but still shown occasionally.

More importantly, you are allowed to compensate for bad quality with high (or extra-high) bids, and still get your ads shown regardless of performance.

Protection From Yourself

There are many ways to look at this change. Advertisers didn’t like being denied the ability and opportunity to run ads in the rather abrupt way of the old .05% CTR threshold. It wasn’t entirely fair – obviously there is not one ‘good’ CTR for the many categories and business – and it didn’t recognize the different goals and success thresholds of different advertisers.

But the willingness and even bravery of Google to deny advertisers the ability to advertise should be considered.

They did it to protect user experience – if you couldn’t satisfy or at least interest that tiny percentage of the people that you’re targeting, it does pretty clearly suggest that your ads are disinteresting to a whole lot of people.

I think they also did it to stop advertisers from wasting good money after bad, and ultimately having a poor experience themselves. If some of your keywords perform and make money, you keep those and wish you could find more. But if they allowed you to aimlessly run poorly performing ads, at some point it’s likely that you (or whomever is writing your checks) decides that this channel really isn’t working and cuts off all funding.

This creation of scarcity – only a limited number of keywords work for you – leaves you willing to bid up those remaining keywords to maximize volume, and builds a desire to work harder to find additional keywords that do perform adquately. But in this world they have to perform or they’ll be turned off.

That was a clear signal, and it seems a lot of advertisers needed it.

The Freedom To Waste Money Endlessly

Today, there is a line below which your ads are ‘not showing’ because your advertising is failing on that keyword. It’s ostensibly based on quality score, but we all know that quality score is just a fancy way of saying click-through-rate. But it’s a more complicated calculation and is highly customized to the keyword – it’s clearly advanced from the old 0.05% and you’re out days.

But the line is far lower down the performance spectrum. We’re talking quality scores of 1, 2, and maybe 3 here. These are hideously low CTRs or keywords with terrible relevance.

The everyday bad performers are allowed to keep running. Keywords where something is very clearly wrong: those with quality scores of 3, 4, 5, (and even long-standing 6′s). Keywords where you are clearly and plainly underperforming other advertisers. Keywords where your ad copy is not compelling, your offer is not relevant to very many searchers, or something is just wrong.

By keeping these keywords running you’re wasting a lot of money. You’re over-paying on a per-click basis for the right to keep these stinkers in the game. And you’re lowering your account CTR history to the detriment of all your good performing keywords.

Google lets you pay up and keep spending. You’ll get less impressions per keyword, but with broad or phrase match they’ll find some crazy queries to match you to. You’ll get some clicks and spend spend spend.

But how many keywords with quality scores below 7 have ROI’s above 100%? Very very few.

So Why Do It?

Wouldn’t it be better to turn those keywords off. You tried. It didn’t work. Cut your losses and move on.

What is it you expect to change or improve over time?

I can think of only three valid reasons to let keywords with quality scores below 7 keep running:

• Profitable. It happens. If you’re making money then more power to you. Let ‘em run.
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• Rehab. If you’re really working on them, testing new creative, removing any relevance or landing page warnings, refining keywords and negatives and match types to find a winning combination – then by all means keep working while improvement is possible.
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• High Cost Low Conversion. As discussed in this earlier post, there are situations, often in B2B primarily, where it makes more sense to focus on conversion rates than CTRs. Managing PPC in this case plays be a different set of rules.

If you really can’t muster the willpower or courage to turn off failing keywords when one of these aren’t true, you really should consider opening a second AdWords account and move them there. At least that way it’s easy to see and measure the cost of this decision, and more importantly the collateral damage of poor lifetime CTR is avoided in your main – and hopefully moneymaking – main AdWords account.

We’ll be in Seattle this coming week in full force.

The ClickEquations booth will be on the show floor, we’re speaking in several sessions, introducing at others, and hosting birds-of-a-feather lunch tables. We might even go out at night and have a few drinks. You just won’t be able to miss us if you’re there.

The sessions where we’re speaking:

• Tuesday, 10AM – Quality Score: I’ve been allowed to bust-out of the traditional 15 minute format, and really go wild to dive deep into the mysteries of Quality Score. We’ll cover the facts, myths, conspiracies, and even maybe have an audience quiz with prizes!
• Tuesday, 3PM – Text Ad Testing: Alex Cohen will entertain and inform on the text ad panel. Alex blew out the doors in London so expect a great presentation.

At the ClickEquations booth, we’ll be offering demos of our platform, and offering a sneak-peak at some truly amazing new features that will be made public later this summer. Stop by and ask to see the secret stuff!

We hope to see you in Seattle!

We had a chance to sit down with James Green of Siftable to chat about ClickEquations, the state of the search market and the search marketing problems with think software is uniquely capable of solving.

James profiled our software in his platform review and our built-in Excel tool, ClickEquations Analyst:

ClickEquations had a separate Excel plug-in, which is included in the cost, called ClickEquations Analyst that is used for reporting. All I can say about this is – “Holy Crap”. I’m not much for urban slang but this piece was off the hook. Essentially what they do is have a set of canned reports (they’ll create custom reports to your business upon request) with some customization which is pretty cool but where this excels (pun intended) is in their integration with Excel.

It’s one of our favorite pieces too

James and I sat down for lengthier talk about search marketing in general and the search tool market:

We, as the advertising community, need to demand from Google transparency and control. They’re taking our money and therefore, we have a say. They’ve spent all the money on the marketplace that we profit from, but they’re also profiting from our participation in that marketplace.

We, as the advertising community, constantly need to be pushing the boundaries with Google and constantly need to be pressuring them to give us the level of transparency and control that we want. I think all the tools in our market, including ClickEquations, help because they push Google to align themselves better with our business goals. If Google was offering all these things we were doing, there wouldn’t be a market for tools like ours, but they’re not because the way we serve the advertising market and community isn’t necessarily what serves Google’s purposes.

Read Siftable’s ClickEquations review and interview with me. Thanks James!

If you’d like to interview anyone at ClickEquations, please email me, acohen @ clickequations.com

Keywords and bids are over-rated, while search queries and text ad copy is under-appreciated. We’ve talked about the first three already, and now it’s time to talk about text ads.

As described in the book, text ads don’t offer a lot of space and yet have a huge responsibility. They’re the answer to those questions, the reason for your organization, the driver behind your quality scores, and almost certainly the most under-allocated aspect of your paid search campaign in terms of time and resources.

In a perfect world, you’d spend perhaps 50% of your PPC management time working on ad copy. My guess is the industry average is way below 5%.

This is true because the complexities of keyword selection, campaign organization, match types, quality score, bidding, and just about everything else we’ve discussed thus far consumes too much of our time and energy. We’re simply out of resources (time and energy) when we get to the point where we should hunker down and be creative.

There’s also an amazing dearth of good tools for managing the process of creating and reporting on good text ads. There are dozens or hundreds of keyword tools. There are nearly that many bidding programs or algorithms. Where are the tools that genuinely help paid search managers write, analyze, and test creatives?

Talk about a crying need in the market.

The Job Text Ads Must Do

The central premise of High-Resolution PPC is that every search is a question, and our job as paid search managers is to get the right answers in front of the right questions and pay the right amount for the priviledge.

Delivering good answers is the key to success. Of course there are many ways to answer any question. To make the problem even harder, the answer needs to suggest that the unqualified move no farther forward (don’t click) while at the same time trying to persuade the qualified to drive ahead (please click).

….and do it with just 70 characters plus the headline.

…while positioned next to 6-8 other ads (and another dozen organic answers) all vying for the searchers attention.

What’s so hard about that?

The Many Messages Of A Text Ad

Ad copy can fight for clicks with humor or wit. They can focus on features or benefits. They can be direct or indirect. They can push prices or discounts. They can ask for the click or promise great benefits on the other side of the click. There are probably 50 or more different kinds of messages that could be fitted into those 70 characters.

More often than not, the right answer is to include two or three different messages. One seeking trust, one confirming benefit, and another suggesting a good deal – for example.But that’s the challenge. Deciding the strategy and the tactic and then executing.

It’s a very tough gig.

One simple way to reduce the complexity is to structure the writing process. Most ads are written ‘stream of consciousness’ while staring at a blank page form or page. The complex sets of needs listed above are synthesised in someone’s head, and a few lines come out.

That method can work, obviously, but it requires a very gifted writer. I think that’s a very rare gift.

Creating Ads with Copy Blocks

A more deliberate method is to consider each of the messaging options and write copy blocks to express each of them. So for example you would write 3 to 5 ways to talk about the benefits, 3 to 5 ways (or more) to talk about features, 3 to 5 ways to establish trust, 3 to 5 ways to promote pricing, 3 to 5 calls to action, and so on.

Now assemble ads by combining some of these elements. This ensures that your copy testing spans the range of contextual options. It forces you to consider each messages you want to use. It allows you to think about how your ad compare to those of your competitors. And it sets the stage to find those copywriting breakthroughs that deliver hugh CTR gains.

This is far from the only copywriting strategy. It is, however, one that can be used along-side of others. There are many great resources for text ad copyrighting advice, and I suggest you seek them out.

The core advice is simple:

• Increase the percentage of your time spend on text ads.
• Define a strategy for writing ad copy
• Learn and use tactics and techniques to find and develop the best ads – don’t just ‘sit down and write em.’

Give ad copywriting the respect and resources it deserves, and your PPC results will benefit.

What Do You Think?

This blog post is part of a series extending and amplifying the ideas in our free ebook ’21 Secret Truths of High-Resolution PPC’.

What they’re saying: “Everything you know about AdWords is the basics Google wanted you to know. Just enough to get you hooked. But what if there was fundamental secrets that they neglected to share? Would you want to know them? Now you can! 21 Secrets Truths is what you must read, no, act on, before your competitors do.”

- Bryan Eisenberg Conversion Expert and New York Times Best-Selling Author ’.

Download Your Copy Today
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