1 00:00:00,720 --> 00:00:03,350 Hi, guys, welcome back to the course. 2 00:00:03,750 --> 00:00:09,900 And today we are going to be talking through an ad copy best practices. 3 00:00:10,440 --> 00:00:15,390 So you have probably been involved in the course now for a couple of sessions. 4 00:00:15,720 --> 00:00:21,420 We've done your account set up and your new campaigns basically talk to set an ad copy. 5 00:00:21,630 --> 00:00:27,690 But now you really need to know the ins and outs of ad copy and all the best techniques to help ensure 6 00:00:27,690 --> 00:00:29,130 your ads succeed. 7 00:00:29,460 --> 00:00:34,710 So first up, we're going to talk through all the best practice techniques. 8 00:00:35,190 --> 00:00:41,580 And then following on from this course, it's going to be a short session in exile on how to build your 9 00:00:41,580 --> 00:00:46,110 ads correctly and using some tips and formulas to help you along the way. 10 00:00:46,770 --> 00:00:53,180 So first up, I'm creating that you need to make sure you highlight what makes your business unique. 11 00:00:53,670 --> 00:00:59,520 So when we were developing the campaigns that Oprah talked about, obviously other competitors, of 12 00:00:59,520 --> 00:01:03,570 course, are going to be in your industry unless you're very lucky and it's just you. 13 00:01:03,990 --> 00:01:10,950 So you are going to have to ensure that your ads are appealing and it gives the customer a reason to 14 00:01:10,950 --> 00:01:14,130 click on you over your competitors. 15 00:01:14,160 --> 00:01:19,110 So what really makes you stand out is that you have great customer service. 16 00:01:19,380 --> 00:01:19,860 Is it? 17 00:01:19,870 --> 00:01:22,800 They have fast delivery of free delivery. 18 00:01:23,070 --> 00:01:27,890 There's going to be loads of different things you could be potentially seeing. 19 00:01:27,950 --> 00:01:30,380 And it all depends on your specific business. 20 00:01:30,780 --> 00:01:38,250 So really get to know what customers like about you, your products or services, and tell that potential 21 00:01:38,250 --> 00:01:40,650 customer about it in your ads. 22 00:01:40,650 --> 00:01:44,070 So make it known to them and make you stand out. 23 00:01:45,980 --> 00:01:48,810 Next up, we need to include your keywords in your ads. 24 00:01:48,990 --> 00:01:54,970 So whatever keyword is that you might be bidding on needs to ideally show in your ads. 25 00:01:54,980 --> 00:02:01,650 So if somebody was searching, for example, I want Allen Pizzey the first thing I want my ad to say. 26 00:02:01,740 --> 00:02:05,610 So it grabs the customer's attention is Lynn P.C.. 27 00:02:05,970 --> 00:02:08,650 It's crucial this is what the customer is looking for. 28 00:02:08,790 --> 00:02:12,690 So we need to be seeing in the ads and this goes for any business. 29 00:02:12,960 --> 00:02:16,890 So make ads really relevant to the keywords that you're bidding on. 30 00:02:17,370 --> 00:02:20,410 It's basically just showing people what they want to say. 31 00:02:20,790 --> 00:02:25,380 So the main place that you particularly want to put your keywords, although you can do it in your description 32 00:02:25,380 --> 00:02:27,420 as well, is in the headlines. 33 00:02:27,570 --> 00:02:34,800 So just really make sure that your keyword that the ad correlates to is in your headline, preferably 34 00:02:34,800 --> 00:02:37,620 headline one, and that will get you the most notice. 35 00:02:40,460 --> 00:02:46,580 Obviously, having great ads is part of it, but you also want your customers to take action. 36 00:02:47,090 --> 00:02:52,630 So what we mean by that is you need the ad to make the next step clear as well. 37 00:02:52,940 --> 00:02:56,720 So, you know, why are they clicking on your ad? 38 00:02:56,730 --> 00:03:01,630 What are they going to get from your website or how are they going to get in touch with you? 39 00:03:01,880 --> 00:03:09,550 So you might have something like Lempke, say online and fill in our quick and easy online form. 40 00:03:09,680 --> 00:03:15,170 It tells the potential customer straight away what they're going to have to do as soon as the click 41 00:03:15,200 --> 00:03:16,100 on that ad. 42 00:03:17,090 --> 00:03:19,750 Or if you're an e-commerce business, you're going to have similar things. 43 00:03:19,760 --> 00:03:25,650 I shop online with those Whitebeard products available to buy online, et cetera. 44 00:03:25,880 --> 00:03:31,580 So you're just telling the customer the action that they can be making with your website so they know 45 00:03:31,610 --> 00:03:32,570 before they get their. 46 00:03:35,230 --> 00:03:37,010 Get yourself exclusive. 47 00:03:37,180 --> 00:03:41,650 So don't give customers a reason to consider other brands, just don't do it. 48 00:03:42,040 --> 00:03:45,040 So what can you be doing to make yourself exclusive? 49 00:03:45,070 --> 00:03:50,290 It comes back a little bit to make yourself unique again, but just in a slightly different way, you're 50 00:03:50,290 --> 00:03:57,850 going to do things like offering promotional codes that gives users, I don't know, 10 percent of products 51 00:03:57,850 --> 00:04:01,720 or an introductory offer and use limited offers. 52 00:04:01,720 --> 00:04:07,300 You know, we all know that a countdown offers something that's going to expire quite quickly. 53 00:04:07,540 --> 00:04:11,880 It gives that extra urgency so users may be more inclined to click. 54 00:04:11,900 --> 00:04:16,410 So whatever's going to empower customers to act now, start doing it in your ads. 55 00:04:18,680 --> 00:04:24,890 Make sure you keep it consistent and what we mean by this is it's all well and good, have an amazing 56 00:04:24,890 --> 00:04:28,550 ad copy and you know, a in all the right message in any ads. 57 00:04:28,790 --> 00:04:34,520 But if it doesn't correlate with exactly what's on your landing page, your customers are just going 58 00:04:34,520 --> 00:04:35,120 to bounce. 59 00:04:35,430 --> 00:04:40,220 So, you know, make sure your website is in line with what you're saying in your ads. 60 00:04:40,340 --> 00:04:45,590 For example, if you go back to an exclusive author of let's say we've got 10 percent of our products 61 00:04:45,590 --> 00:04:51,220 today online and we learn them through the page that mentions nothing about the 10 percent offer, it 62 00:04:51,230 --> 00:04:53,990 is quite likely that your customers will then pounce. 63 00:04:54,260 --> 00:04:58,890 Nobody wants to have to search around a website for the thing that they clicked on to come through. 64 00:04:59,590 --> 00:05:05,510 So just make sure that everything that you're pushing in your ads correlates with your landing pages. 65 00:05:08,260 --> 00:05:13,960 Now, this might seem obvious, but make sure you check everything for errors, the amount of times 66 00:05:13,960 --> 00:05:18,940 I've seen simple issues such as spelling mistakes is quite ridiculous when it comes to add copy. 67 00:05:18,940 --> 00:05:22,710 And it's so easy to do, especially if you're typing in a hurry. 68 00:05:22,720 --> 00:05:28,270 You just need to get something out there quickly or a critical one is when you're doing it in Excel, 69 00:05:28,420 --> 00:05:30,520 it's quite easy to miss a spelling mistake. 70 00:05:30,670 --> 00:05:32,890 So Exile's got a reasonable function to do. 71 00:05:32,890 --> 00:05:34,810 Spell check, just make sure you're doing that. 72 00:05:35,170 --> 00:05:41,320 And obviously Google has very high professional and editorial standards, so it will not approve ads 73 00:05:41,320 --> 00:05:48,970 that have things that aren't allowed in Google as well, such as excessive punctuation and things like 74 00:05:48,970 --> 00:05:49,240 that. 75 00:05:49,510 --> 00:05:55,600 We can go into more detail about Google's and editorial standards in another session to give you more 76 00:05:55,850 --> 00:05:57,310 indication about that. 77 00:05:58,000 --> 00:06:02,970 But for the meantime, just keep it simple and don't up with something like a spelling mistake. 78 00:06:05,500 --> 00:06:08,470 Make sure you're sure you are mobile friendly. 79 00:06:08,590 --> 00:06:11,950 So we all know webinar and mobile crazy. 80 00:06:11,950 --> 00:06:18,240 Well, now, and we need to make sure we are taking advantage of that when we consider our ad copy. 81 00:06:18,610 --> 00:06:25,180 So you want to make sure that your ads are being sent to a mobile optimized page and and also consider 82 00:06:25,180 --> 00:06:28,780 that your ads might actually appear differently on a mobile. 83 00:06:28,820 --> 00:06:30,440 This is what the will on a desktop. 84 00:06:30,790 --> 00:06:37,420 So if we think back to the campaign setup that we did when we were in the ad section, on the right 85 00:06:37,420 --> 00:06:42,670 hand side, there was a screen display of how an ad would potentially show any conflict between there. 86 00:06:42,680 --> 00:06:44,650 To see more about this is desktop. 87 00:06:45,190 --> 00:06:49,960 As you'd probably expect, things might get cropped a little more on mobile. 88 00:06:49,960 --> 00:06:55,030 So you might want to push your more important messages towards the front of your ads when you consider 89 00:06:55,210 --> 00:07:02,950 mobile and also just make sure you're using and things like call extensions or call options and location 90 00:07:02,950 --> 00:07:07,570 extensions on your mobile as well, just to give customers that extra little bit. 91 00:07:09,140 --> 00:07:15,440 Last but not least, experiment with your eyes, so anyone who's getting in the world of you should 92 00:07:15,440 --> 00:07:21,890 know that experiment and testing is key to the success of a PPC account. 93 00:07:22,080 --> 00:07:26,690 Understanding what really lands for your own business or your potential clients business. 94 00:07:27,830 --> 00:07:34,160 So I made a note here saying, go that route it and your ad automatically show the best performing. 95 00:07:35,330 --> 00:07:37,960 So make sure you give it something to play with is what we're saying here. 96 00:07:37,970 --> 00:07:42,230 Make sure it's got the different number of ads. 97 00:07:42,240 --> 00:07:49,820 So I'm saying three to four odds per ad group to really help understand what works best, what gets 98 00:07:49,820 --> 00:07:50,990 you the best picture. 99 00:07:50,990 --> 00:07:55,700 It's you can then do formulas to understand your click through it and you converge and combine. 100 00:07:55,700 --> 00:08:02,050 That will give you an ad index and really understand the the performance of your ads. 101 00:08:02,050 --> 00:08:06,780 So it really is key just to experiment with different things and don't get comfortable either. 102 00:08:07,190 --> 00:08:13,340 I know it can be easy to let things slide a little bit once you have what you might call a winning ad 103 00:08:13,430 --> 00:08:13,740 or something. 104 00:08:13,760 --> 00:08:16,580 That's when you really go click survey results. 105 00:08:17,090 --> 00:08:21,620 And but, you know, there's always something out there that could potentially do a little bit better. 106 00:08:21,650 --> 00:08:26,450 So you just want to keep testing all the time so that we have it. 107 00:08:26,480 --> 00:08:28,810 We have your ad copy best practices. 108 00:08:28,820 --> 00:08:34,580 So just to reiterate, highlight what makes your business unique, include your keywords in your ads, 109 00:08:35,030 --> 00:08:42,380 encourage customers to take an action, get exclusive, keep a consistent check everything for errors. 110 00:08:43,250 --> 00:08:46,460 Sure that you are mobile friendly and experiment. 111 00:08:47,930 --> 00:08:54,250 So, guys, thanks for joining us this quick video tutorial regarding ad copy, best practice. 112 00:08:54,560 --> 00:09:01,820 We're now going to dive into an Excel training session to write out your ads and give you some tips 113 00:09:01,820 --> 00:09:04,310 on formulas, etc. and how to upload. 114 00:09:05,030 --> 00:09:07,020 So please come and join us for that. 115 00:09:07,040 --> 00:09:08,540 Also, thank you.