Ad Text Optimisation
November 24th, 2009 by Laura
Global adjustments to your PPC account will undoubtedly affect the performance of your campaigning for better or worse. Even small changes can have big consequences so getting the changes right is crucial.
Ad text optimisation should be an ongoing process. This is where you constantly analyse your ad text to eliminate those that underperform and add new variations to run in tandem against those ads that are top performers. However there are times when a drastic overhaul is called for and you need to apply changes to your ads all at once.
Within E-commerce, special offers are always changing and you need to highlight any changes in your pay per click ad text. There are some great ways to improve your click-through rate such as adding ‘25% off', ‘Free delivery’ and ‘Buy 1 Get 1 Free’ offers, but a word of warning – making big changes to ad texts can cause problems with your Quality Score.
Keywords and ads have an accrued performance history and if you make sweeping changes it can negatively affect the PPC account. This means if all your ads in a group are amended your Quality Score may dip.
To avoid this, use foundation ad texts. These are the ads that are within the ad group but do not highlight your special offers. They still use keywords and are benefit driven but will not mention constantly changing offers.
For more advice on ad text optimisation and for help with pay per click, contact us at Click Consult.
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