PPC with Brett


All you need to know about PPC

Writing Good PPC Ads

Although writing Ads seems natural after doing it so often it is also good to have a quick refresher course on best practices.  Google has put together this short video along with some Tips that you should follow.  Now these are the basics to creating a good Ad, if you’re looking for something more advanced check out my post of making your Ads pop with keyboard characters and my upcoming blog post on how to use the character map to make your Ads unlike any of your competition.

  • Create simple, enticing ads.
    What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.
  • Include prices and promotions.
    The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
  • Use a strong call-to-action.
    Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote; while ‘find’ and ‘search’ may be accurate verbs, they imply that the user is still in the research mode, and may not encourage the user to perform the action you’d most like them to take.
  • Include one of your keywords in your ad text.
    Find the best performing keyword in your ad group and include it in your ad text, especially in the title. Whenever a user types that keyword and sees your ad, the keyword phrase will appear in bold font within your ad on Google. This helps draw the user’s attention to your ad and shows users that your ad relates to their search.
  • Choose the best destination URL.
    Review the website you’re advertising and find the specific page that has the information or product described in your ad. If users do not find what is promised as soon as they arrive, they are more likely to leave your website. Be sure that any promotions and particular products mentioned in your ad are visible on your landing page.
  • Test multiple ads in each ad group.
    Experiment with different offers and call-to-action phrases to see what’s most effective for your advertising goals. Our system automatically rotates ads within an ad group and shows the better-performing ad more often.

Ad text example

Here are examples of effective and less effective ad text, putting our tips into practice.

Successful ad:
SLR Digital Cameras
SLRs On Sale. 80% Off Most Cameras!
Voted Best After-Sales Service.

Destination URL:

What’s effective?

  1. The headline focuses on the specific product that’s offered and contains a keyword likely to be in that ad group (SLR Digital Cameras).
  2. The description also focuses on the specific product and mentions the benefits offered on the advertiser’s website.
  3. The destination URL leads to a landing page that relates specifically to the product mentioned in the ad (SLR cameras).
Less successful ad:
Online camera store
we sell all the main brands
great prices here

Destination URL:

What could be better?

  1. The headline broadly describes the company rather than specifically describing one product or one core selling point.
  2. The description is too general and would benefit from focusing on a specific product or service that’s offered on the website. The space can also be used for a call-to-action phrase like “buy online now” or “compare SLR cameras today.”
  3. The destination URL leads to the company’s homepage, rather than a page promoting a specific product or service. A user would have to click around in your website to come to a page where the desired action would occur like a purchase or signup.

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Negative Keywords – Success & Failure

Today, a tale of two clients and their Negative Keywords. A story of success and failure, and the reason why….

Client #1:

Terrence spends $70,000 a month on AdWords (quite profitably, I might add) and one day last month his webmaster printed out the web stats that show all the different search phrases that actually brought people to his website.

He spent some time combing through the list and made a huge list of negative keywords.

The next month his sales stayed exactly the same and his spend dropped to $40,000 a month. 40% down, overnight.

Hey, it doesn’t matter whether you’re spending $70,000 or just $70 per month, a 40% cost reduction is a big deal! This guy was already dominating his market… and now he’s unstoppable.

Client #2:

William spends $9,000 a month on AdWords, also quite profitably, thank you very much. He did pretty much the same thing – a big exhaustive list of negative keywords – and he dropped his spend down to $6,000.

But his sales dropped even MORE than that. 33% cost savings, and maybe 40% dent in sales. Oops… better get rid of those negative keywords.

OK…. so what was going on?

Here’s the difference: Terrence, who saved a ton of dough, identified a number of completely different itches that people want to scratch, with very similar keywords. Identify the negative keywords because THOSE people ain’t NEVER gonna buy.

William’s product has very broad appeal in a market where potential buyers could come from almost anywhere. They could even come from outside the niche and still be interested. William needs to buy as much traffic as he can reasonably get and not really worry too much about the negative keywords – actually only a few.

Situations where negative keywords stop wasted clicks – very common. Everybody should have negative keywords. Situations where negative keywords hurt – less common. But it happens. When you make major changes, pay close attention and be ready to back off if the strategy isn’t working.

Written by Perry Marshall


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Yahoo Search Marketing Contact Information / Customer Service

Phone Number: 866-924-6676

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Pay Per Click(PPC) Rap

Learn the basics of Pay Per Click marketing with this awesome 2 minute rap!

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Search Engine Desktop Editors

Desktop editors do wonders for bulk editing.  Download them here…

Adwords Desktop Editor – AdWords Editor is a free Google application for managing your ad campaigns. Use it to download your account, update your campaigns with powerful editing tools, then upload your changes to AdWords.


Yahoo Desktop Editor – Still not out yet, but Yahoo says it will be out sometime in 2010.  You can try and contact your account representative or sign up to become a beta tester.

MSN Adcenter Desktop Editor – Microsoft adCenter Desktop (beta) can help you save time by managing your Microsoft adCenter campaigns in an easy-to-use desktop application. Using adCenter Desktop (beta), you edit campaigns offline and then publish changes at your convenience when you are back online. You can use adCenter Desktop (beta) to manage your accounts in bulk, from the campaign level down to the individual ad level.

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