Read MoreFormula of a winning PPC ad
Thursday, November 15th, 2007
Writing good ads is one of the most important parts of your campaign. It can mean the difference between success and failure. Although every campaign is different, I have found general trends through testing that usually work. The overall formula I like to use when writing ads is this:
Title and Line 2: Repeating the search term, starting the pre-sell
Line 3: Reassuring the customer, showing authority, and bonus selling points if space.
Display URL: Providing confidence in next step.
As always, its easiest to see with an example. Let’s use the example of a shoe offer like shoebuy or zappos. This ad would be for a search hitting the keyword “running shoes“. Here is a sample ad:
Ads may look simple but there is a lot going on here. So let’s break it down.
