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Make Your Ads Better: Three Powerful Techniques

Went Hot: May 5, 2008 - 7:21 pm
Posted By: DoshDosh 426 days ago
Topic Type: News Story (Jump to http://searchengineland.com)
Category: Paid Search

Three classic techniques can get you to better ad copy more quickly, without brute force testing of many variations. By "better," I mean higher CTR. We'll need to make Google happy in the early going to build up quality signals that will give you an account-wide benefit. Later, you can drill down more carefully on ROI related measures.

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from searchkari 426 days ago #

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Great advice! Being too clever can actually be a detriment to your campaigns. I think the overall lesson here is to KISS (keep it simple...you know the rest).

from bbcarter 425 days ago #

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Not to take anything away from Andrew Goodman, because he's the main PPC guru, and generally speaking, DKI works well for a lot of things... but in the last say 7 months or so that I've been doing PPC for a lot of lead generation campaigns, many locally oriented, I've found that surprisingly the DKI headline ads don't perform as well from a conversions per impression standpoint. I think I'll have to blog about this soon.

from danf 425 days ago #

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Another alternative to DKI is to only have closely-related terms in each ad group, so that all ads you write in that ad group will automatically be relevant, even if the search and title don't match up [exactly]...

from DanThies 424 days ago #

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Dynamic Keyword Insertion? Great way to drive up click-through rates on the "long tail" and broad match I guess... but DKI wins maybe 1 in 50 split tests we run on CTR for our high-production ad groups, and I can't remember the last time a DKI ad performed better on actual business metrics like profit per ad impression.