It All Adds Up: Optimizing Your SEM Creative

Opportunity is knocking at your door: Text ads are the gateway to your consumer. Through your creative, you have the opportunity to draw the consumer into a click or give the click (and possibly conversion) away to a competitor.  Optimizing your ad copy is a continual process that starts with understanding how it impacts your Google Quality Score.

It’s a chain reaction: your creative affects your Quality Score, which affects your CPCs & Rank.

Multiple components of your ad copy affect your Quality Score, including:

  • Historical Display URL’s CTR
  • Historical CTR of all ads across the account
  • Relevancy of keywords to ads
  • Performance on Google (and Display sites if applicable)
  • Performance on targeted devices (Google assigns a separate Quality Score across different devices)

Always pause or delete underperforming text ads and maintain ads with a strong history across your account to earn a top Quality Score.

Back to the basics: never lose sight of Search Engine Marketing best practices.

Before optimizing your text ads, test multiple variations, keeping in mind Paid Search best practices, such as:

  • Organize your keywords thematically and write ads specific to each group’s keywords
  • Highlight your unique selling proposition and include a call-to-action
  • Consider including the keyword in the title using Dynamic Keyword Insertion
  • Format ad in a visually compelling manner
    • Include “www” in Display URL
    • Experiment with exclamation points in the descriptive text
    • Include trademark symbols
    • Use proper capitalization
    • Write different ad copy for device-targeted campaigns

The numbers don’t lie: use analytics to guide your ad copy optimization.

After you have tested multiple variations of ad copy, following the best practices above, it’s time to turn to analytics.  IgnitionOne offers advanced analytics and reporting capabilities that take the guess work out of ad copy optimization.  Be sure to set your ads to even rotation before testing, and pull reports after your ads have acquired a statistically significant number of impressions.  Then, simply choose your top performers based on the metric towards which you are optimizing your account.

The customer is king: the end goal is to please your consumers and earn their business.

Keep in mind your top performers may change with seasonality, competition, promotions and other external factors, but you can always make sure your ads are as relevant as possible, maintain your ads’ history, deliver a unique selling proposition, make your ads visually appealing and use data to optimize the ads across your account.  And above all else, remember that your ultimate goal is to deliver a timely and relevant ad to your consumer.

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