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Author: "Rob Lenderman"

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Your Detailed Testing Strategy for Google Expanded Text Ads
By Rob Lenderman
Posted June 8, 2016  | CATEGORY: Ads, Testing
With the introduction of Google’s Expanded Text Ads (ETA), marketers have a more robust ad format that allows for more text, and Google has the ability to manipulate the layout to fit the appropriate screen for display.  While this is a strong shift toward mobile-first that levels the playing fields between natural search (SEO) ads […]

Creative Ad Copy Still Matters
By Rob Lenderman
Posted January 19, 2015  | CATEGORY: Ads, Boost Media, Search, Testing
In late 2014 Google announced several tools meant for larger and more sophisticated digital advertisers who manage multiple or large-scale accounts. One of these tools is known as “Ad Customizers”, and it is the first in a series of advanced tools for enterprise advertisers that Google plans on releasing over the next several months.   […]

Google Ad Customizers: Benefits and Insights from Boost Media COO
By Rob Lenderman
Posted January 19, 2015  | CATEGORY: Ads, Boost Media, Search
Benefits of Ad Customizers Google’s Ad Customizers let you show highly relevant ads to your customers, in real-time, even when you have thousands (and sometimes millions) of products, services, and promotions—all changing by the day. Advertisers familiar with the traditional Dynamic Keyword Insertion (DKI) capabilities and parameters will notice similarities with Ad Customizers, but the […]

Deal Sweeteners Can Make the Difference
By Rob Lenderman
Posted January 16, 2014  | CATEGORY: Ad Text Tips, Paid Search
First, before I get too far into this, go ahead and guess the winner:   Now, if you’re a PPC professional, you really should have had no trouble picking out the real winning ad — Ad A — simply because Free Shipping vs. No Free shipping is kind of a no-brainer. Just ask Amazon.   […]

The Implied Benefit In PPC Ad Copy
By Rob Lenderman
Posted January 15, 2014  | CATEGORY: Ad Text Tips, Paid Search
Sometimes PPC Ad copy can do just fine not be grandly stating the benefit, but by implying it. Now, for the most part, I recommend you steer towards strong can’t-miss-it statement rather than subtle implication, but if you compare implied benefit to no benefit, implied wins — just as it does in this example here: […]

PPC Ad Copywriting Tip of The Year
By Rob Lenderman
Posted December 31, 2013  | CATEGORY: Ad Text Tips, Paid Search
In looking back at all of the Tips from the Boosters Columns this year, I was searching for some patterns — what topics and tips seemed to repeat themselves the most. The short list looked something like this:   Write from the Prospect’s Perspective Choose Your Words Based on Their Emotional Connotations Internal Consistency and […]

Borrowed Shoes Make For Better Copy
By Rob Lenderman
Posted December 17, 2013  | CATEGORY: Ad Text Tips, Paid Search
Common wisdom says to know a man (or woman), walk a mile in his shoes. Copywriting wisdom says you gotta put yourself into the prospects shoes to effectively speak to them. And I think that skill powers the more effective copy in this recent BoostTCR win:   Now, if you’re just listening to the company’s […]

When You Find Something That Works, Highlight It
By Rob Lenderman
Posted December 16, 2013  | CATEGORY: Ad Text Tips, Paid Search
Alright, pick your winner:   So before I tell you which ad actually won, let’s talk about testing in general   The first thing to realize is that anyone involved with split testing and optimizing will tell you they’re not infrequently surprised by the results. If you meet anyone who tells you different, they’re either […]

The Benefit of the Benefit of the Feature
By Rob Lenderman
Posted December 9, 2013  | CATEGORY: Ad Text Tips, Paid Search
Standard copywriting advice is to focus on benefits over features. Then again, one of the most famous copywriters in the business — Robert Bly — states that that just aint so when it comes to engineers and most B2B copy.   Those guys, it seems, distrust benefit statements without features to back it up. They […]

Factors For PPC Ad Copy Effectiveness
By Rob Lenderman
Posted December 6, 2013  | CATEGORY: Ad Text Tips, Paid Search
OK, it’s Win of the Week time, so pick your winner:   And the real winning ad is…   Ad A   So let’s look at WHY Ad A won out over Ad B, boosting CTR by 148%:   First Unique is a much stronger claim than “Modern” or “Stylish.” Modern and Stylish are entirely […]

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