It’s all about the Ads!
This is the first in a series of specific things you can do to improve the performance of your pay per click account. Sometimes with all the fancy tools we have for managing pay per click accounts, we forget about the basic fact that what we are doing is advertising. You want to improve performance? Write better ads!
How to Study your Ad Space
For each ad group, view search results for the three keywords with the best CTR, and the three keywords with the lowest CTR. Click on the little magnifying glass beside each of those keywords, and to see competitor ads. This is the Ad Space you are evaluating.
Study competitor’s ad copy and compare it to your own in order to identify reasons why ads are successful or failing within each precise ad space. Understand that your ads will succeed or fail in an ad space according to the degree by which they successfully differentiate your web offers from those of competitors.
[Hint: by definition, it is impossible to differentiate your web offers from those of your competitors by copying your competitors’ ad text!]
Become familiar with competitors within your ad space. List the best competitors in the Road Map; write a sentence or two about each one mentioning things they may be doing better than our Client.
Document your work and findings in the Ad MD&A and the Ad Manager Road Map. Recommend improvements as applicable.