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Category: "Paid Search"

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University Marketing Strategy Doesn’t End at Ranking Lists
Posted September 4, 2014  | CATEGORY: Ad Text Tips, Paid Search
Each year, hundreds of universities compete for a coveted spot on the annual US top colleges lists. Securing a spot near the top of one of these lists guarantees more visibility and increases the odds for college-bound high school students to apply. But ranking lists shouldn’t be the only thing universities pay attention to. According […]

Deal Sweeteners Can Make the Difference
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
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
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
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
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
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
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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