When searching online, I constantly find myself shaking my head and chuckling at the major brands who suffer from PPC message mismatch. If there’s one thing that has held true for pay-per-click (PPC) ads since their inception, it’s that the focus has to be laser tight. Any wiggle room typically results in confused customers who […]
It happens with practically every PPC campaign. Clickthrough rates (CTR) are lower than expected and people start to panic. Amazingly, most begin to scramble around tweaking bid amounts, adjusting geo-modifiers and the like. The most obvious of fixes, however, usually gets overlooked… your ad copy. Think about it. The success or failure of your entire […]
When was the last time you clicked on a pay-per-click (PPC) ad on Facebook, Google or another site and were disappointed at what you found? Maybe you were confused after going to the landing page of a banner ad or frustrated when a Facebook ad led to information that had nothing obvious to do with […]
When most people set out to write PPC ads, they simply lay fingers to keyboard and begin to rattle off whatever they want to tell customers. If it fits into the allotted space, the ad copy is uploaded and run without too much thought. I’ve always been astonished that PPC copywriting takes place with such […]
One bit of misinformation can completely skew your keyword research results. Yet hardly anybody is talking about where the keyword research data comes from and how to use it properly. Once you know the truth, the process gets a LOT easier.
Does copy have to be completely rewritten to see improvements? Is it all or nothing once you put the new copy up? Get clarity about how it really works from SEO copywriter Karon Thackston.
Here’s another excerpt from my copywriting presentation at NAMS4 in Atlanta this past August. During this portion of the session, I’m discussing great headline techniques including what to do and what not to do when you write them.