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Ad Copy: Your First Date to
Conversion
Elizabeth Marsten, Director of Search Marketing
Portent, Inc.@portent
First impressions are important…
First impressions are important…
Ad copy is your first impression, literally.
Ad copy is a like a tiny dating profile
You can’t get in everything you
want to say
Call to action!
Benefits!
Features!
See?
Benefits!
Features!
Call to action!
You can’t get in everything you
want to say. Like “delicious.”
Define what a “conversion is”
Vs.
Entice potential “matches”
Pictures are important…
Pictures are important…
Especially in ads
Nice Pictures
Nice ads
Don’t be creepy
Save the crazy for later
Like after you’ve moved in together
Stay away from “false advertising”
Stand out from the crowdWith extension ads
“Enhanced” sitelinks
“To be eligible, your ad with sitelinks must show above Google search results and your account must contain active ads closely related to the sitelinks in your campaign.”
But don’t get too carried away
Brag…modestly, of coursewith sitelinks
Shout if you have tousing all CAPS in adCenter ads
Be Free to be Youbut not too free…
Be adventurous and try new things
Rich Ads in Search (RAIS) on Bing/Yahoo
What’s Your # Sign?Use a Twitter handle or hashtag in your ad copy
Don’t write drunk
A little dirty…
Be tasty
Invoke other senses
Like sounds for words
Consider a threesome
Use your “brand”URLs as a headline
You are who you arenerd out…a little
Get a job
Go all the way…with a killer landing page
Source: KISSmetrics
Seal the Deal…the sales funnel
impression clicks landing page conversion
impression pull out chair/hold open doors witty conversation first base?
