Search Engine Marketing: Five Steps for More Effective Paid Search Ad Copy

As you work to improve conversion rates across your online marketing programs in 2007, consider the following five steps for more effective search engine marketing ad copy, offered by search marketing firm MoreVisibility, in a recent whitepaper.

1. Use the paid keyword in the ad. In both Google AdWords and MSN AdCenter, if you include in your ad the search term your potential customer used to trigger your ad, the keyword will be bolded, which helps them stand out on the page, the whitepaper’s authors write.

2. Make a unique and immediate call to action. Your call to action should invite the searcher to click on your ad right now. “If they feel like they can do it later, they may wait and never come back,” MoreVisibility officials note. A word of caution: Google AdWords editorial guidelines prohibit universal call-to-action phrases such as “click here,” “visit this link,” or other phrases that could apply to any ad, regardless of content.

3. Use a sharp hook. To make your offer stand out, include a discount, free shipping or low price guarantee. The offer should lower the searchers’ risks and make them want to pursue the ad further. The whitepaper’s authors note that for most search engines, if your ad includes a price, special discount or free offer, that message must be clearly and accurately displayed within one to two clicks from the ad’s landing page on your Web site.

4. Emphasize benefits. Like all good direct marketing copy, your search ad should clearly communicate how your product makes your customers’ lives better. Don’t fall into the trap of showcasing features instead of benefits.

5. Include your display URL within the ad. Your URL is part of your brand recognition, and as such, it should be part of every search ad, MoreVisibility officials note. To make even more impact with your URL, capitalize the first letter of each word in your domain, e.g. www.CatalogSuccess.com.

For a copy of MoreVisibility’s whitepaper “Writing Effective Ad Copy for Your Paid Search Campaigns,” visit http://www.morevisibility.com/whitepaper/writingeffectiveadcopy.pdf