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Behind The Scenes In Google’s Battle Against Bad Ads

April 23rd, 2012 by Noran Shinnawy

 

We loved last week’s article on Search Engine Land covering Google’s never-ending battle against bad ads, and the struggle to gain advertisers’ trust.

 

The article covers key measures that Google is taking such as:

 

  • The move towards being more transparent with advertisers and end users regarding the measures that Google takes to ensure the delivery of quality ads
  • The effort to gain trust, leading to more clicks are revenue for both Google and advertisers
  • Incorporating site review and disapproving ads which point to any site that violates or fails to comply with Google’s policies
  • A holistic account review that encompasses everything from keywords to IP addresses, looking for patters in the account that indicate it should be shut down or investigated further

You can read Pam Parker’s full article here on Search Engine Land.

 

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Posted in AdWords Ad Best Practices, Quality Score | No Comments »



3 Dos & Don’ts to Spring Clean Your Facebook Ads

April 17th, 2012 by Noran Shinnawy

 

[originally posted on SearchEngineWatch]


Spring cleaning is on everyone’s mind these days, so if you’re gonna go all Martha Stewart on your basement, give your Facebook ads a little attention too!

im-not-your-average-maid-ad

 

Speaking of cleaning, this Facebook ad is perfectly timed but less than perfectly designed. Here are three things you shouldn’t do with your Facebook ads:

 

  1. Don’t Underutilize Images & Space The picture doesn’t make use of the full image size and really isn’t interesting to the target audience (most probably women). Yes, it does “go with” the headline, but the body copy doesn’t pick up on the curiosity factor and, frankly, who cares that this girl is “not your average maid”?
  2. Don’t Make it About You The headline is totally missing the What’s In It For Me (WIIFM) factor. It’s wonderful that she’s not average, but how does that benefit me as a user or consumer?
  3. Don’t Hide Your Real Value The body copy fails to make a compelling offer. Even worse, it commits the ultimate marketing faux pas (in my opinion) by offering you a“FREE Quote”, as if it’s a favor. I know a lot of us are guilty of doing this. Free webinars or whitepapers aren’t really free, are they? You’re offering valuable information in exchange for a person’s contact info and a chance to communicate with them. So the real value is not that your content is free, it’s the fact that it’s unique, educational and beneficial to your target audience. See the difference?

    4. Read the rest of this entry »

 

Posted in Ad Text Tips, Ad Writing Techniques, Ads in the Wild, Facebook Ad Tips | No Comments »



Win of the Week – 84% Increase in CTR for Mini HDMI Cables

April 16th, 2012 by Ryan Healy

 

Take a look at the two ads below. If you were looking to buy a mini HDMI cable, which ad do you think you’d click on?

 

PPC Ad #1

HDMI Cables - Ad #1
PPC Ad #2

HDMI Cables - Ad #2

 

These ads are nearly identical, which makes it a bit harder to spot the winner. But in this case, the small details make a big difference.

 

Made your decision?

 

The winning ad is Read the rest of this entry »

 

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Posted in Win of the Week | No Comments »



PPC Weekly Roundup 4/13/12 – Friday the 13th Edition

April 13th, 2012 by Tom Demers

 

Don’t be caught unlucky today (or any day!) with your PPC campaign. This week’s PPC roundup is sure to bring you some helpful search marketing tips no matter where you’re at in your campaign progress.

 

Let’s start off with applying PPC strategy to demand-side platforms (DSPs) in Ted Rooke’s Search Engine Watch article “4 Reasons Your Search Team Should Manage DSP Campaigns“. With traditional campaigns relying on SEM managers to target search, and media managers to manage the display campaigns. “With the recent explosion of demand-side platforms (DSP) and real-time bidding, the display arena is beginning to look very much like the paid search landscape. With this evolution,” says Rooke, “we need to consider which role is best suited for managing the DSP relationship.” Find out more about why Rooke feels it’s time to take a blended approach to DSPs and how this could benefit your company. Read the rest of this entry »

 

Posted in Weekly PPC News | No Comments »



Ads in the Wild: Ford Gets it Right

April 9th, 2012 by Noran Shinnawy

 

[originally posted on PPCHero]

 

When you jump on Twitter, you’re basically looking to be distracted. Sure, you’re also hoping to distract someone else with your own broadcasted thoughts, quotes, and hyperlinked articles, but you’re basically open to what’s out there, waiting for you in the tweet-streams of those you follow.

 

But when you log onto Facebook, you’ve already decided what you wish to be distracted by — you want to spend some time catching up on the happenings of your Facebook friends.

 

This is an entirely different mindset and it’s one of the main reasons why Facebook Advertising is such a challenging art: people don’t want to be taken away from the Facebook experience they are already having, so enticing them to click away requires all the attention grabbing, curiosity inspiring, and make-’em-an-offer-they-can’t-refuse artistry the ad writer can muster. Read the rest of this entry »

 

Posted in Ads in the Wild, Facebook Ad Tips | 1 Comment »



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