Top tips for paid search ad text creation

15/07/2008

Marketers who come up with the right ad text when it comes to pay-per-click campaigns could see benefits in the form of a higher click-through and conversion rate, according to one expert.

David Rodnitzky of the Search Marketing Standard blog offered a number of ways in which marketers can refine their ad text to make the best impact on prospective customers, including extensive testing of text to see what works best in which ad groups and looking at competitor ads to see what makes them successful.

Incorporating a call to action, such as 'download your free white paper today', can also help to persuade web users to click on the ad. Mr Rodnitzky noted that these need not be too "market-y", as toned-down phrases like 'research available options' can also work well.

"Never assume that you 'know' what your users want to see in ad text. As part of your testing, you should always test different tones - some very direct response and aggressive, others soft and unobtrusive," he remarked.

Yahoo!'s Roger Park recently wrote on the company's Search Marketing blog that those engaged in search optimisation activities would do well to improve website navigation and landing pages to improve conversion rates.