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This week's post. Share your thoughts, comments, experiences....


Whew… Cutting it close for this week’s blog, sorry to keep you waiting, this week’s is short and sweet.

Let’s get real. Pay Per Click ads all look the same, let’s face it. They all use all of the buzz words Premium, Superb, Affordable, Best, Super. Ok, here is a crazy thought instead of being a sheep, be the shepherd and quit doing the same thing everyone else does. Let’s think about what is being said in ads and put it in a real world example. If you were to go drive by 10 billboards on the side of the road that all essentially said the same thing about the same product but different manufacturers would you remember who said what? Would any of the ads of made a mark on you? As the great Seth Godin says, “be remarkable”.

Ads now a days are so vague due to character limitations from Google that people forget that a consumer or business needs to understand and be engaged with your message to get them to click. They way to think about your ads is what would it take for you yourself to click on the ad. If you were to search on a topic what would you be looking for? It’s really surprising that people are so gung ho to get their pay per click campaigns running without really thinking about the message. A lot of businesses spend so much time on the post click pieces (landing pages, forms, databases) that they forget that really the most critical piece outside of setting up your campaign is the message once consumers find your ad.

I know this topic may not be as exciting as others, but believe me you need it!

Getting back to last week’s topic of Quality Score, let’s not lose sight of this topic. I know I am repeating a note from last week but relevancy is always key, when you are creating your ads be sure to add your keyword phrases into your ad title copy, this increases your quality score thus making your ad stand out and have the keyword or phrase be bold in the title. It’s the little things and always be sure your pay per click ad when you read it doesn’t make you think “I said what?”….

Edited by happygeek because: Solicitation removed per forum rules
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A practical add-on to ’s point about bland PPC copy: generic buzzwords don’t win clicks, clear promises do. Treat each ad as a one-off pitch with a single measurable promise (benefit + CTA) that matches the searcher’s intent. Keep the message tight, then measure whether the promise actually drives the action the campaign was set up to produce.

Campaign objective should dictate tone and format — brand/awareness creatives will look different from direct-response search ads. The comment from about matching copy to campaign purpose is the right starting point; selecting the right campaign goal and ad type up front reduces wasted impressions and provides a clearer testbed for messaging. (ads.google.com)

Tactical moves that reliably lift performance: lead with one specific benefit (price, speed, inventory, guarantee), use numbers or time-limited language, and add ad assets (sitelinks, callouts, structured snippets) so the ad occupies more real estate and offers alternate click paths — assets commonly raise CTR and visibility. Use Dynamic Keyword Insertion only in tightly themed ad groups and set safe, readable defaults to avoid awkward or noncompliant text. (wordstream.com)

Test and troubleshoot like a scientist: run controlled ad-variation experiments, let tests gather enough data, and judge winners on conversion metrics (not just CTR). If CTR or Quality Score is low, inspect the funnel: keyword-to-ad relevance, landing-page alignment (content and speed), negative keywords, and device/location mismatches. Quality Score is a diagnostic that points to which element needs fixing (expected CTR, ad relevance, or landing page experience). ()

Short checklist for action: pick one campaign goal, write one measurable promise, add relevant assets, test 2–4 variants per ad group, and fix the weakest funnel link identified by Quality Score or conversion data.

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Member Avatar for InsightsDigital

It depends on what is the purpose of the PPC campaign - is it to increase awareness or increase sales? Therefore this goal will influence the type of words/copy you will see with the PPC display ad.

Member Avatar for upsurgemktg

Thanks for the feedback. What you posted is right on point, understanding what your purpose is and making sure the ad copy matches the intent increases your chance for conversion.

Thanks for the great response!
upSurge Marketing

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