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 Search
Engine Strategies Conference
Search Engine Strategies (SES) UK Conference Presentations
a) Writing Effective Ads for Pay per Click (PPC) Search Engine
Advertising
b) Creating
Compelling Ads & Landing Pages
UK Case Study for Kodak and Yell
Danny Sullivan, Editor of Search
Engine Watch invited Optimize to present at the annual UK Search
Engine Strategies Conference in London for the last two years.
Both presentations showed how the writing of titles and descriptions
for Pay per Click (PPC) search engine advertising ads played a pivotal
role in the success of several campaigns we ran
on behalf
of Kodak
and Yell in the UK.
The presentations focused on ads that worked and had high clickthrough
rates (CTRs). Examples and tips from gained from these campaigns
were shown throughout each presentation.
Also, as an outcome from this presentation an article was published
in Jill Whalens High Rankings Advisor Newsletter entitled 'Writing
Ads Around the Christmas Holidays'.
Presentation Outline
Both presentations showed:
- The importance of identifying targeted keyword phrases and
how they contributed significantly to the success of all the PPC
campaigns.
- How the use of a very wide selection of keyword phrases helped
to reduce average cost-per-click and maximise ROI. The range of
keyword phrases reached many thousands with the Kodak campaign
- getting progressively larger with each successive campaign as
more insight was gained as to what worked and what didn't.
- How highly targeted ads for very tightly focused
groups of keyword phrases helped improve CTR and conversion dramatically.
- How a clear competitive advantage was gained by exploiting
differences in allowable keyword phrases (plurals, word
order, exact matching, partial matching etc...) between PPC services
and how they affect written ads.
- Continuous 'slicing and dicing' of keyword phrases
and combinations was important in creating ever more tightly focused
groups of keyword phrases - along with their corresponding ads.
- How exact matching of keyword phrases in ads
provided best CTR and conversion.
- The use of brands and product names in ad titles
and descriptions and how they produced higher CTRs and conversions.
With the Kodak campaign some groups had CTRs consistently over
20%.
- How we exploited the knowledge that people search with
power words - 'buy', 'compare' etc... which, when used
in the ads, produced higher CTRs and conversions.
- How the writing of compelling ads with powerful calls
to action was critically important to the success of
all the campaigns.
- How testing, testing, testing was the most important
factor that contributed to the success of these campaigns.
- Some methods used in testing the ads effectiveness
for CTRS and ROI and how this provided a clear advantage over their
PPC campaign competitors.
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