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Best Practices for Search Campaigns: Create Effective Ads for Content Networks
General Requirements for Text Ads on All Search Engines
Note: See each search engine's policy on acceptable ad copy for the full requirements.
Use proper grammar, punctuation, and spelling.
All wide characters and double-byte characters reduce the number of characters permitted per line.
Capitalizing the first letter in each word of your ad is allowed. But a word can't appear in all capital letters to draw attention, unless that is how a term is trademarked. For example, "MAC" is allowed for a MAC brand ad, but "NEW" is prohibited.
Exclamation points are prohibited in headlines/titles, but they are allowed in description line(s).
Special characters such as @,~,\, ^,>,< are prohibited.
Shortcuts, or the use of symbols to replace words, are prohibited. For example, you can't use "U" to replace "you," or "@" to replace "at.
Superlative phrases, such as "Best' or "#1," are prohibited unless this distinction has been verified by a third party and the verification is clearly displayed on your website.
Use trademark terms only if your client owns the trademarks in question, and the trademarked items must be visible on the landing page.
Inappropriate language is prohibited.
Recommendations for Effective Ads
Create ad copy that is designed for the intended audience.
Create ads that are specific, clearly communicate your intent, and compel the user to click the ad and visit your site.
Include the product, service, and other details (such as promotions) within the ad. For some types of products, include pricing in the ad. If you are offering a discount, include the specific amount or percentage of the discount (such as "20% off" or "Save $20 on first purchase).
Include keywords in the ad, but avoid keyword insertion.
Use phrases like "Free Shipping," "Easy Returns," "Free Exchanges and In-store Returns," and "Free gifts," to increase the click-through rate.
Always include a call to action, such as "View," "Check out," "Order," or "Sign up," to increase the click-through rate. If you're using an image ad, include the call to action on a button linking to your website; if you're using a rich media ad, include the call to action in an early frame.
Relate your ad to offers that are on the landing page to help users complete the sales cycle.
Control content performance using site exclusion, as prudent.
Create more than one ad per ad group, and test the results.
Research what the competitors are doing. Look at the top ads for a space (at sites like www.spyfu.com) and try to understand which ads are working.
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