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Avatar Posted By: danzarrella 58 days ago
Topic Type: News Story (Jump to http://www.advmediaproductions.com)
Category: SEM
Some people think PPC ads should be written by writers; others argue PPC people. Who should be writing PPC ads, a copywriter or a PPC account manager?
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from scottclark 58 days ago #
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I tried to comment on the blog, but site errors prevented. it.

A PPC Writer.  What I mean is that the same person writing the ads should probably be involved in the landing page and the offer itself.  Through connections with the testing process, they can weave nuance into the sales funnel.  This tends to merge into a specific skill set that is overlapped between PPC mgr and writer.

The PPC person will also have a sense of competition, and what's working for them.  By spying on ads that competitors are using, you can learn a lot.  Writers probably are not using these rather geeky tools.  At least in my experience.

Long tail ad campaigns require quite a bit of dynamically changing ads, which requires special skills acquired after a lot of experience in PPC... particularly how exact/phrase/broad matching and different distribution models work.

Lastly, PPC persons are usually much closer to the analytics and much more in tune with what the metrics mean.  Often a simple copywriting change can have dramatic impact, and this can be somewhat predicted by knowing previous data.

from danzarrella 57 days ago #
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"What I mean is that the same person writing the ads should probably be involved in the landing page and the offer itself."
That seems to me to be the writer who wrote the site, not the ppc account manager.


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